Google Ads Extensions (Assets) 2026: Every Type Explained with Examples

Google Ads extensions (renamed to 'assets' in 2022, but still widely called extensions) are additional pieces of information that expand your ads with extra links, phone numbers, locations, and more. They make your ads bigger, more useful, and more clickable, without any extra cost per click.

Using the right extensions can increase your CTR by 10-20% and improve your Quality Score, which lowers your CPC. There is no reason NOT to use them, yet many advertisers skip them entirely.

Why Extensions Matter for Your Ads

• Bigger ads take more space in search results, pushing competitors down
• More information means higher CTR (10-20% average increase)
• Better CTR improves Quality Score, which reduces your CPC
• Extensions are free: you only pay for the click, same as without extensions
• Google considers extensions when calculating Ad Rank, so they can help you outrank competitors even with a lower bid

All Google Ads Extension Types (2026)

1. Sitelink Extensions

Add additional links below your ad pointing to specific pages (pricing, contact, features, about). You can add up to 20 sitelinks per campaign.

Best practice: use 8-10 sitelinks per campaign. Include your most important pages. Each sitelink should go to a different page. Add descriptions for all sitelinks.

2. Callout Extensions

Short text snippets (25 characters max) that highlight key selling points: 'Free Shipping,' '24/7 Support,' 'No Contract.' They appear in a line below your ad description.

Best practice: add 8-10 callouts. Focus on unique selling points. Be specific ('30-Day Money Back Guarantee' beats 'Great Service').

3. Structured Snippet Extensions

Show predefined headers with a list of values. Headers include: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, Types.

Best practice: pick the header most relevant to your business and add 4-10 values. Example for a SaaS: 'Types: CRM, Analytics, Automation, Reporting'.