Sitelinks, callouts, and extensions
Extensions are the extra pieces of information Google shows alongside your main ad, links, short text fragments, prices, and more. Google officially calls them "assets." Extensions don't cost extra and regularly improve click-through rate. This page explains each kind, when each helps, and which ones Hero Marketer's wizard attaches versus which you set up in Google Ads.
Sitelinks
Sitelinks are clickable links shown under your main ad headline. Each sitelink has short link text (up to 25 characters), two description lines (up to 35 characters each), and a destination URL. They give a searcher options beyond the primary landing page, pricing, features, integrations, case studies, documentation.
In a live ad, the lines under the main headline are sitelinks, and Google decides at auction time which to show:
Acme Tasks: Project management for engineers acmetasks.com
- Pricing: Plans from $8/user
- Features: Boards, sprints, automations
- Customer stories: How teams ship faster
- Documentation: Setup and API reference
Use sitelinks to give searchers routes beyond the primary landing page. The campaign wizard can draft them for you or reuse ones already in your account; see Add sitelinks.
Callouts
Callouts are short text fragments (up to 25 characters each) that show inline with your ad. They aren't clickable, they're quick benefits, trust signals, or differentiators that sit below the description.
Use callouts for:
- Quick benefits. "Free for 14 days", "Cancel anytime", "Setup in 5 minutes".
- Trust signals. "5,000+ teams", "G2 leader 2025", "SOC 2 compliant".
- Differentiators. "Built for SaaS", "API first", "Set it up yourself".
Callouts are usually the most effective extension after sitelinks, quick to write, with measurable lift. The wizard attaches callouts from your account's existing assets; see Add other extensions.
Structured snippets
Structured snippets show a header followed by a list of values, inline with your ad. The header is a fixed Google category, "Services", "Features", "Brands", and the values are yours:
Features: Workflow automation · Slack integration · API access · Mobile app
Use structured snippets when your product has a specific list that fits one of Google's categories. If nothing fits cleanly, skip them. The wizard attaches structured snippets from your account's existing assets.
Price extensions
Price extensions show price cards, each with a name, price, and short description, below your ad:
| Plan | Price | Description |
|---|---|---|
| Starter | $8/user/month | For teams up to 10 |
| Pro | $14/user/month | For larger teams |
| Enterprise | Contact us | For 500+ employees |
Use price extensions when your pricing is clear, fixed, and doesn't change often. Skip them if pricing is custom or contract-based, since stale price cards get rejected. The wizard attaches price extensions from your account's existing assets.
Location extensions
Location extensions show your business address. They help local search, someone looking for a service near them, and do little for B2B SaaS without a physical retail presence. Most SaaS campaigns skip them. Hero Marketer's wizard doesn't generate location extensions; set them up in Google Ads if you need them.
Call extensions
Call extensions add a phone number to the ad, tappable on mobile. They help when sales has a real phone presence and do less for a product customers set up themselves, where the buyer wants to read rather than call. Hero Marketer's wizard doesn't generate call extensions; set them up in Google Ads if you need them.
Lead form extensions
A lead form extension attaches a small form to the ad that captures lead info without the searcher leaving Google. It can capture leads at the top of the funnel, but lead quality is mixed because the form is so frictionless, best for high-volume top-of-funnel campaigns where you can filter on the back end. Hero Marketer's wizard doesn't generate lead form extensions; set them up in Google Ads if you need them.
Image extensions
An image extension shows a small image alongside the ad. It's less common for B2B SaaS but worth testing for visual products. Hero Marketer's wizard doesn't generate image extensions; set them up in Google Ads if you need them.
Which extensions the wizard handles
The campaign wizard handles two kinds of extension directly:
- Sitelinks. The wizard drafts new sitelinks from your product context, or you pick existing ones from your account. Hero Marketer attaches up to 4 by default (Google allows up to 8), to keep the message tight.
- Other extensions. Callouts, structured snippets, and price extensions. These are attached by picking from your account's existing assets through the Extensions dialog; the wizard doesn't draft them.
For the extension types the wizard doesn't handle, location, call, lead form, and image, set them up in Google Ads directly. Once they exist at the account level, they attach to campaigns automatically.
Account level versus campaign level
Extensions attach at one of two levels:
- Account level. Apply to every campaign in the account by default.
- Campaign level. Apply only to a specific campaign, overriding the set for the account where they differ.
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.
When to skip extensions
Most campaigns benefit from sitelinks and callouts at a minimum, but a few cases call for skipping:
- A test campaign where you want to isolate the impact of the base ad copy.
- A tightly targeted campaign where the searcher should land on one specific URL with no other options.
- A stealth or pre-launch campaign where you don't want extra links discovered.
For most production B2B SaaS campaigns, attach 4 sitelinks, 4 to 6 callouts, and structured snippets if you have a list that fits.