Sitelinks, callouts, and extensions
Extensions are the extra pieces of information Google shows next to your main ad, links, short text fragments, prices, and more. Google officially calls them "assets." Google does not charge extra to show extensions, and they regularly improve click through rate. In Hero Marketer, sitelinks that you make with Write with AI use credits. 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: From $8 per 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 write them with AI from page URLs that you enter, 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 are not clickable. They are 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. On Search and Performance Max, the ad copy also comes with up to 6 callouts that Hero Marketer writes only from your proof and offers. 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. This example is for a fictional product, Acme Tasks:
| Name | Price | Description |
|---|---|---|
| Starter | $8/user/month | For teams up to 10 |
| Team | $14/user/month | For larger teams |
| Enterprise | Contact us | For 500+ employees |
Use price extensions when your pricing is clear, fixed, and does not change often. Skip them if pricing is custom or contract based, since Google rejects stale price cards. The wizard attaches price extensions from your account's existing assets.
Location extensions
Location extensions show your business address. They help local search, for example when someone looks for a service near them. They do little for B2B SaaS without a physical retail presence. Most SaaS campaigns skip them. Hero Marketer's wizard does not 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, not call. Hero Marketer's wizard does not 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. This fits best for high volume top of funnel campaigns where you can filter on the back end. Hero Marketer's wizard does not generate lead form extensions. Set them up in Google Ads if you need them.
Image extensions
An image extension shows a small image next to the ad. It is less common for B2B SaaS but worth testing for visual products. Hero Marketer's wizard does not 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, on the Extras tab of the Check your ad step:
- Sitelinks. Click Pick from your account to pick existing sitelinks. Or click Write with AI and enter page URLs to let AI write the text. AI uses the page URLs, your product name, and your proof and offers. This uses credits. A Search, Search retargeting, or Performance Max campaign launches with 4 sitelinks, and the launch waits until it has them.
- Other extensions. Callouts, structured snippets, and price extensions. You attach these by picking from your account's existing assets. The wizard does not draft structured snippets or prices. On Search and Performance Max, the ad copy comes with up to 6 callouts that Hero Marketer writes from your proof and offers. You can remove them.
For the extension types the wizard does not 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. These apply to every campaign in the account by default.
- Campaign level. These apply only to a specific campaign, and override the account's default set where they differ.
Hero Marketer attaches the sitelinks and extensions that you pick, and the callouts that it wrote with the ad copy, to the new campaign only. Sitelinks that you make with Write with AI are the exception. 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. To remove them, delete them in Google Ads. For other 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 skip them in a few cases:
- 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 do not want people to discover extra links.
For most production B2B SaaS campaigns, attach 4 sitelinks, 4 to 6 callouts, and structured snippets if you have a list that fits.