Add other extensions
Beyond sitelinks, Google Ads supports other extension types, callouts, structured snippets, and price extensions. Each shows different information alongside your ad and serves a different purpose. Hero Marketer's Extensions dialog lets you attach existing extensions from your account or skip them.
For an overview of every extension type, see Sitelinks, callouts, and extensions.
Callouts
Callouts are short snippets of supporting text that appear inline with your ad, up to 25 characters each. Callouts don't link anywhere; they're just text.
Use callouts for:
- Quick benefits. "Free for 14 days", "No credit card", "24/7 support".
- Trust signals. "SOC 2 compliant", "Used by 5,000 teams", "G2 leader 2025".
- Differentiators. "Built for B2B SaaS", "Self serve setup".
Pick four to six callouts that cover different angles. Google rotates through them based on what fits the ad slot.
Callouts are usually the most effective non-sitelink extension. They take seconds to write and add measurable lift to click-through rate.
Structured snippets
Structured snippets show a header and a list of values inline with your ad. The header is a fixed Google category (like "Services", "Features", or "Brands"); the values are yours.
Examples:
- Header Features: Workflow automation, Slack integration, API access, Mobile app.
- Header Services: Implementation, Migration, Training, Custom integrations.
Use structured snippets when your product has a specific list that fits one of Google's categories. If nothing fits cleanly, skip them.
Price extensions
Price extensions show price cards, each with a name, price, and short description, below your ad. They're useful for products with clear pricing tiers.
Examples:
- Starter plan. $8/user/month. For teams up to 10.
- Pro plan. $14/user/month. For larger teams.
- Enterprise. Contact us. For 500+ employees.
Skip price extensions if:
- Pricing is custom or contract based.
- Your prices change frequently, stale price extensions get rejected.
- You don't want pricing to be the first thing prospects see.
How to attach extensions
Open the Advanced settings dialog from the targeting step of the wizard, or the Extensions tab on the ad copy step. For each extension type you can:
- Pick existing. Choose from callouts, structured snippets, or price extensions already in the account.
- Show all. Browse the full library of that type.
Callouts, structured snippets, and price extensions are attached by picking from your account's existing assets. If the extension you want doesn't exist yet, create it in Google Ads first, then pick it here. (Sitelinks are the exception. Hero Marketer can draft those for you; see Add sitelinks.)
You can attach as many extensions as you want. Google decides at auction time which ones to show.
Account level versus campaign level
Extensions attached at the campaign level run only for that campaign. Extensions at the account level run for every campaign by default unless overridden.
Hero Marketer attaches extensions to each campaign by default, so each campaign's extension set is independent. For extensions that should run across the account, attach them in Google Ads directly.
Skipping extensions
A campaign runs without any extensions beyond sitelinks. Skipping callouts, snippets, and prices is fine, especially for first campaigns, and you can revisit them later once you know what's working.