If you’re running Google Ads but not using ad extensions, you’re leaving serious opportunities on the table.
Google Ads extensions (now called assets) are powerful add-ons that make your ads more useful, more visible, and more clickable. Whether you’re a small business in Singapore or a multinational brand, extensions give you the extra push to stand out in a crowded search results page.
In this article, we’ll break down exactly what Google Ads extensions are, how they work, the different types available, and how to use them to boost your campaign performance.
What Are Google Ads Extensions?
Google Ads extensions are additional pieces of information that expand your search ads, making them more informative and engaging. They allow advertisers to include extra details like:
- Phone numbers
- Site links
- Locations
- Additional calls to action
- Promotions and more
These extensions don’t cost extra per click; you’re charged the same way as you would for a standard ad. But they increase the real estate of your ad, improve visibility, and can significantly boost your CTR (click-through rate).
Why Use Google Ads Extensions?
Using extensions is like turning your plain black-and-white ad into a full-colour billboard.
Here’s why they matter:
Improved CTR: More useful information attracts more clicks.
Higher Ad Rank: Extensions contribute to your ad’s quality score and rank.
Increased Conversions: Relevant extensions can guide users closer to conversion.
More Visibility: Your ad occupies more space, pushing competitors lower on the page.
Better Mobile Performance: Extensions like call buttons are especially effective on mobile.
At SEOCompany.me, we utilise extensions strategically for our clients in Singapore to enhance performance, particularly in competitive markets.
Types of Google Ads Extensions
Here’s a breakdown of the most common types of Google Ads extensions (or assets):
1. Sitelink Extensions
These allow you to link to specific pages on your website (like “Contact Us”, “About”, or “Get a Free Quote”).
- Great for improving user navigation
- Helps highlight your most important services
2. Callout Extensions
Short snippets of text that highlight key selling points (e.g., “Free Consultation”, “No Setup Fees”).
- Not clickable, but adds value
- Builds trust with prospects
3. Structured Snippet Extensions
Display a list of specific aspects of your product/service, like “Services: SEO, SEM, PPC, Social Media.”
- Useful for service-based businesses
- Gives clarity about your offerings
4. Call Extensions
Let users call your business directly from the ad.
- Great for mobile users
- Increases direct leads
5. Location Extensions
Shows your business address and links to Google Maps.
- Essential for local businesses in Singapore
- Improves foot traffic and local visibility
6. Price Extensions
Highlight your pricing upfront with clickable product or service categories.
- Pre-qualifies leads
- Boosts transparency and trust
7. Promotion Extensions
Perfect during holiday seasons or sales events. E.g., “10% off SEO Packages – Ends Sunday!”
- Drives urgency
- Encourages faster clicks
Best Practices for Using Google Ads Extensions
To get the most out of your Google Ads campaigns, here are some quick tips for using extensions effectively:
Use all relevant extensions: The more relevant info you provide, the better.
Keep it concise: Make your callouts and snippets short but impactful.
Match intent: Select extensions based on your ad goal (e.g., lead generation, calls, foot traffic).
A/B test: Test different callouts and site links to see what drives more clicks.
Localise content: If you’re targeting users in Singapore, mention local landmarks, offers, or timing.
At SEOCompany.me, we tailor ad extensions to align with your business goals and target audience. Our local expertise in Singapore helps businesses make their ads not just seen but remembered.
Final Thoughts: Google Ads Extensions Are No Longer Optional
If you’re investing in search engine marketing, extensions are a must. They improve every key metric from CTR to conversion and help your ads perform better without increasing your costs.
Think of them as your secret weapon in the battle for clicks.
Want to take your Google Ads to the next level?
Contact SEOCompany.me – Singapore’s trusted digital marketing agency, and let’s build high-performing, conversion-driven campaigns together.
Author
Keerthana Kannan
