Ad Extensions — Definition

What it is

Ad extensions are additional pieces of information you can attach to your Google Ads — phone numbers, site links, location info, callouts, structured snippets, and more. They make your ad bigger, more informative, and more clickable without adding to the cost per click.

Why it matters

Ad extensions increase your ad's real estate on the search results page and give searchers more reasons to click. Ads with extensions consistently outperform bare-bones ads in click-through rate. They also give Google more material to use when determining your quality score.

The mistake most people make

Not using them. Many advertisers still run ads with no extensions, leaving free performance improvements on the table. Every extension type that's relevant to your business should be active. There's no reason not to — it costs nothing and Google rewards you for it.