Skip to main content

Add other extensions

Beyond sitelinks, Google Ads supports other extension types: callouts, structured snippets, and price extensions. Each one shows different information next to your ad, and serves a different purpose. The Hero Marketer 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 pieces of supporting text that appear with your ad, up to 25 characters each. Callouts do not link anywhere. They are only 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 extension after sitelinks. They take seconds to write, and they add a measurable lift to click-through rate.

Structured snippets​

Structured snippets show a header and a list of values with your ad. The header is a fixed Google category, for example "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 well, skip them.

Price extensions​

Price extensions show price cards below your ad. Each card has a name, a price, and a short description. They help with products that have 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:

  • Your pricing is custom or contract-based.
  • Your prices change often. Google rejects old price extensions.
  • You do not want the price 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.

You attach callouts, structured snippets, and price extensions when you pick from your account's existing assets. If the extension you want does not 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. At auction time, Google decides which ones to show.

Account level and campaign level​

Extensions at the campaign level run only for that campaign. Extensions at the account level run for every campaign by default, unless you override them.

Hero Marketer attaches extensions to each campaign by default. So each campaign has its own extension set. For extensions that must run across the account, attach them in Google Ads directly.

Skip extensions​

A campaign runs without any extensions beyond sitelinks. It is safe to skip callouts, snippets, and prices, especially for first campaigns. You can add them later, after you know what works.

Next​