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'.

4. Call Extensions

Add a phone number to your ad. On mobile, users can tap to call directly. Essential for businesses where phone calls drive revenue (local services, healthcare, legal).

Best practice: enable call reporting to track which campaigns generate calls. Set a schedule so calls only show during business hours.

5. Location Extensions

Show your business address, map, and distance from the user. Requires a linked Google Business Profile. Critical for local businesses.

6. Price Extensions

Show a menu of products/services with prices. Users can browse and click directly to the relevant page. Great for ecommerce and service businesses with clear pricing.

7. Promotion Extensions

Highlight sales and offers with a special promotion tag (up to 20 characters). Can be scheduled for specific dates (Black Friday, seasonal sales).

8. Image Extensions

Add relevant images to your text ads. Especially effective for products, food, travel, and fashion. Requirements: square (1:1) and landscape (1.91:1) images, min 314x314px.

9. Lead Form Extensions

Users can submit their contact info directly from the ad without visiting your site. Best for lead generation in B2B, education, and professional services. Lower friction means more leads, but lead quality may be lower.

10. Business Name and Logo

Automatically shows your verified business name and logo in ads. Requires Google Merchant Center or verification through the Ads dashboard. Builds brand trust in search results.

How Many Extensions Should You Use?

As many as are relevant to your business. Google recommends at minimum: 4 sitelinks, 4 callouts, 1 structured snippet, and any applicable automatic extensions. Google will choose which to show based on the user, device, and query.

Extensions Checklist

• Sitelinks: at least 8, with descriptions
• Callouts: at least 8, specific and unique
• Structured snippets: 1-2 headers with 4+ values each
• Call: if phone calls matter to your business
• Location: if you have a physical store/office
• Price: if your pricing is transparent and competitive
• Image: at least 3 images in both aspect ratios
• Promotion: when running sales or time-limited offers