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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. In the wizard, the Extras tab lets you attach callouts, structured snippets, and prices that already exist in your account. On Search and Performance Max, the Extras tab also shows the callouts that Hero Marketer wrote with the ad copy. You can also skip them. Hero Marketer does not write or create structured snippets or prices.

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.

Callouts written from your proof and offers​

On Search and Performance Max, the ad copy comes with up to 6 callouts of 25 characters or fewer. Hero Marketer writes them only from your proof and offers, for example "4.8/5 on G2" or "No card needed". Each number stays as your lists write it. When both lists are empty, the ad copy has no callouts. Demand Gen has no callouts.

The written callouts show on the Extras tab, under Callouts, as chips with the line Written from your proof and offers. Remove any you don't want. To remove a callout, click the X on its chip. You cannot edit a written callout. To change what Hero Marketer writes, change your proof and offers on the product. See Update a product.

The count next to Callouts includes the written callouts, for example Callouts · 3 selected. When you publish, Hero Marketer adds the written callouts to the campaign, next to the callouts that you picked from your account. A callout text goes in one time, also when you picked the same text from your account.

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 price points.

Examples:

  • Starter. $8/user/month. For teams up to 10.
  • Team. $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​

You can add extensions only on the Extras tab of the Check your ad step. Each type has its own row under the sitelinks: Callouts, Structured snippets, and Prices.

  1. On the Check your ad step, open the Extras tab.
  2. Find the row of the type, for example Callouts · from your account.
  3. Click Add. A sheet with the items of that type in your account opens. The sheet does not show a callout that has a start date, an end date, or a schedule.
  4. Click each item that you want to attach.
  5. To see every item of that type, click Show all.
  6. Click Done.

The row then shows how many items you selected, for example Callouts · 2 selected. To change them, click Edit.

You can pick only extensions that already exist in your account. If the extension you want does not exist yet, create it in Google Ads first. Then pick it here. Sitelinks and callouts are the exceptions. Hero Marketer can write sitelinks for you. See Add sitelinks. It also writes callouts with the ad copy. See Callouts written from your proof and offers.

You can attach as many extensions as you want. At auction time, Google decides which ones to show. The ad preview on the Check your ad step does not show callouts, structured snippets, or prices. Hero AI cannot add or edit extensions after launch. Change them in Google Ads.

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.

When you publish, Hero Marketer attaches the callouts, structured snippets, prices, and sitelinks that you picked to the new campaign, at campaign level. The callouts that Hero Marketer wrote with the ad copy also go on the campaign, at campaign level. For extensions that must run across the account, attach them in Google Ads directly.

Sitelinks from Write with AI are different. Hero Marketer creates them in your Google Ads account at account level as soon as AI writes them, before you publish. So they can show on your other campaigns that do not have their own sitelinks, even if you do not finish the wizard. See Add sitelinks.

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 in Google Ads, after you know what works.

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