Add other extensions
Beyond sitelinks, Google Ads supports several other extension types. Each shows different information alongside your ad and serves a different purpose. Hero Marketer's Extensions dialog lets you attach existing assets from your account or skip them.
For an overview of all the extension types, see Sitelinks, callouts, and extensions.
Callouts
Callouts are short snippets of supporting text that appear inline with your ad. Up to 25 characters each. They don't link anywhere; they're just text.
Use callouts for:
- Quick benefits. "Free 14 day trial", "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 highest leverage 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", "Brands"); the values are yours.
Examples:
- Header: Features. Values: Workflow automation, Slack integration, API access, Mobile app.
- Header: Services. Values: 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.
Prices
Price extensions show specific price cards (with name, price, and short description) below your ad. 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 prices 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 step 1 of the campaign wizard, or the Extensions tab on the ad copy step. Each extension type has:
- Pick existing. Choose from extensions already in the account.
- Show all. Browse the full library.
- Generate (where supported). Hero Marketer drafts new extensions where AI generation is wired up. For categories that aren't AI generated, you'll need to add them in Google Ads first, then pick them from the picker.
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 only run for that campaign. Extensions at the account level run for every campaign by default unless overridden.
Hero Marketer attaches extensions at the campaign level by default, so each campaign's extension set is independent. If you want account level extensions, attach them in Google Ads directly.
Skipping extensions
The campaign will run without any extensions other than sitelinks. Skipping is fine, especially for first campaigns. You can revisit later once you know what's working.