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Sitelinks, callouts, and snippets explained

Google Ads extensions (called "assets" in Google's newer terminology) are extra content that shows next to your main ad. They are free to add. A click on a sitelink costs the same as a click on the headline. They can improve click-through rate. But most B2B SaaS campaigns underuse them.

This article covers every major extension type with B2B SaaS examples and guidance on when each is worth attaching.

The most useful extension for most B2B SaaS campaigns.

A sitelink is a clickable link under your main ad headline. Each sitelink has:

  • Link text (up to 25 characters): what the searcher clicks on.
  • Two description lines (up to 35 characters each): supporting text under the link.
  • A destination URL: where the click goes.

Google can show up to 6 sitelinks on desktop and up to 8 on mobile. Google picks them based on screen space, device, and which ones it predicts will perform.

Always, unless you run a hyper-targeted campaign that should land everyone on one specific page.

Pick distinct topics that cover different intents a searcher might have. Common B2B SaaS sitelink sets:

SitelinkDescription lines
PricingPlans from $X/month. See all.
FeaturesAutomation, integrations, more.
Customer storiesHow teams use [product].
DocumentationSetup guides and reference.
Free trial14 days, no credit card.
CompareSee how we compare.
IntegrationsSlack, Notion, Google, more.
SecuritySOC 2, encryption, audit logs.

Add at least 6 distinct sitelinks where you can. Google picks the best ones for each search. Make each cover a distinct intent. The Hero Marketer campaign wizard adds 4 sitelinks, and the launch needs all 4. Add more in Google Ads.

Mistakes to avoid​

  • Do not write four versions of the same sitelink ("Pricing", "Plans", "Cost", "Tiers"). All the same intent.
  • Do not link sitelinks to the same destination. The point of a sitelink is to give the searcher a different path.
  • Do not write sitelinks that do not match their destination. A sitelink labeled "Pricing" should land on the pricing page, not the homepage.

Callouts​

Short text fragments shown inline with your ad. Up to 25 characters. Not clickable. Just text.

On desktop, Google shows callouts on one line, separated by dots. Something like "Free for 14 days · No credit card · SOC 2 compliant". On mobile, the callouts wrap.

When to use callouts​

Always. They are quick to write, and they can lift CTR.

What callouts to write​

Focus on three types:

Benefits: "Free for 14 days", "No credit card", "Cancel anytime", "Setup in 5 minutes".

Trust signals: "5,000+ teams", "G2 leader 2025", "SOC 2 compliant", "Featured in TechCrunch".

Differentiators: "Built for SaaS", "API first", "Self serve setup", "Open source".

Add 6 or more callouts. Google picks which ones to show from your set.

Mistakes to avoid​

  • Do not write generic callouts ("Best in class", "World leading"). They are invisible.
  • Do not write claims you cannot substantiate. Google rejects "10x faster" unless you can prove it.
  • Do not repeat across callouts and sitelinks. If "Free for 14 days" is a callout and a sitelink, you crowd both.

Structured snippets​

A header (one of Google's fixed categories) plus a list of values. Shown inline like "Service catalog: Workflow automation, Slack integration, API access, Mobile app".

Google's headers include: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, Types.

For B2B SaaS, the useful ones are usually:

  • Service catalog. "Workflow automation, integrations, mobile app, API access".
  • Types (for plan tiers or product types): "Starter, Pro, Enterprise".

Use a header only when every value is an example of that header. Google can disapprove a snippet when the values do not match the header. Enter at least 3 values, and aim for 4 or more.

When to use structured snippets​

When your product has a list that fits one of Google's headers cleanly. Skip if nothing fits.

Mistakes to avoid​

  • Do not force a fit. If your features do not naturally split into a list, structured snippets are not worth it.
  • Do not use the same list as your sitelinks. Different surfaces, different content.

Price extensions​

Price cards with name, price, and short description. Shown below your ad like a small comparison table.

PlanPriceDescription
Starter$8/user/monthFor teams up to 10
Pro$14/user/monthFor larger teams
Business$24/user/monthFor 50+ users

Every price item needs a price. Leave custom-priced plans out. Add at least 3 price items.

When to use price extensions​

When your pricing is clear, fixed, and you want price to be a prominent element. Effective for:

  • Self-serve products with public pricing.
  • Products that compete on price.
  • Products that target buyers who shortlist by price.

When to skip​

  • Pricing is custom or contract-based.
  • Pricing is volatile (Google rejects the extension when frequent changes make the listed price stale).
  • You do not want price to be the first thing prospects see (luxury or value-oriented positioning where price comes last).

Call extensions​

A phone number on your ad. Tappable on mobile.

Useful when:

  • Sales has a real phone presence.
  • Buyers in your category prefer to call (some segments still do, especially older buyers or specific verticals, for example real estate).
  • You can staff the calls.

Skip for self-serve products where the buyer wants to read and try, not call.

Lead form extensions​

A small form attached to the ad that captures lead info, so the searcher never leaves Google.

Useful for high-volume, top-of-funnel campaigns where lead quality can be filtered downstream. Less useful for high intent campaigns, where you prefer the prospect to see your full landing page.

Trade-off: lead quality is mixed because the form is so frictionless. Treat lead form leads as different in quality from leads from your normal funnel.

Image extensions​

A small image next to the ad. Shown more prominently on mobile.

For B2B SaaS, results are inconsistent. A clean product screenshot can lift CTR. A generic stock photo can hurt it. It can look unprofessional and obviously generic.

If you have a strong product visual, try it. If not, skip.

Account level versus campaign level​

Extensions can attach at two levels:

  • Account level. Apply to every campaign in the account by default.
  • Campaign level. Apply to a specific campaign, and override the account level if needed.

For a small operation: attach commonly useful extensions (callouts, structured snippets) at the account level. Attach campaign-specific extensions (sitelinks tailored to a campaign's intent) at the campaign level.

For a multi-product or multi-audience operation: attach everything at the campaign level so each campaign has its own extension set.

When you publish a campaign, Hero Marketer attaches the sitelinks and extensions that you selected to that campaign. The campaign wizard adds 4 sitelinks, and the launch needs all 4. For callouts, structured snippets, and prices, the wizard shows the ones that already exist in your Google Ads account. Create other ones in Google Ads first. The ad copy of a Search or Performance Max campaign also comes with up to 6 callouts that Hero Marketer writes from your proof and offers. Hero Marketer adds them to the campaign when you publish. See Add other extensions.

Sitelinks that you make with Write with AI are different. Hero Marketer creates them in your Google Ads account immediately and links them at account level, before you publish. Google can show them with your other eligible campaigns. They stay in your account if you do not finish the wizard. If you do not want this, remove those account-level sitelinks in Google Ads.

What you will see in practice​

If you have configured 4 sitelinks, 6 callouts, 1 structured snippet, and a price extension on a campaign, a typical mobile ad shows:

[Headline 1] | [Headline 2]
URL fragment
[Description]

  Sitelink A   Sitelink B
  Sitelink C   Sitelink D

Callout 1 · Callout 2 · Callout 3

Service catalog: Value 1, Value 2, Value 3, Value 4

[Price card 1]    [Price card 2]    [Price card 3]

That is a lot more screen space than a basic ad with no extensions. More space means more reasons to click.

Even if Google only shows half of what you have attached on any given impression, the extensions you submit are options Google can pick from. Submit a generous set and let Google optimize.

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