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Sitelinks, callouts, and snippets explained

Google Ads extensions (called "assets" in Google's newer terminology) are auxiliary content that shows alongside your main ad. They're free, regularly improve click through rate, and most B2B SaaS campaigns under use 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 0 to 6 sitelinks under your ad depending on screen real estate, device, and which ones it predicts will perform.

Always, unless you're running 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.
FeaturesWorkflow automation, integrations, more.
Customer storiesHow teams use [product].
DocumentationSetup guides and reference.
Free trial14 days, no credit card.
Compare[product] vs [competitor].
IntegrationsSlack, Notion, Google, more.
SecuritySOC 2, encryption, audit logs.

Pick four. More than four dilutes; Google won't show them all most of the time. Make each cover a distinct intent.

Mistakes to avoid​

  • Don't write four versions of the same sitelink ("Pricing", "Plans", "Cost", "Tiers"). All the same intent.
  • Don't link sitelinks to the same destination. The point of a sitelink is to give the searcher a different path.
  • Don't write sitelinks that don't 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.

Google shows callouts as a comma separated string near the bottom of your ad. Something like "Free 14 day trial · No credit card · SOC 2 compliant".

When to use callouts​

Always. They're trivial to write and consistently lift CTR.

What callouts to write​

Focus on three types:

Benefits: "Free 14 day trial", "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".

Six callouts is the sweet spot. Google rotates through them.

Mistakes to avoid​

  • Don't write generic callouts ("Best in class", "World leading"). They're invisible.
  • Don't write claims you can't substantiate. "10x faster" gets rejected unless you can prove it.
  • Don't repeat across callouts and sitelinks. If "Free 14 day trial" is a callout and a sitelink, you're crowding both.

Structured snippets​

A header (one of Google's fixed categories) plus a list of values. Shown inline like "Features: 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".
  • Featured hotels (despite the name, sometimes used for product tiers): "Starter, Pro, Enterprise".
  • Brands (for who you serve): "Series A, Series B, Series C, Public companies".

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​

  • Don't force a fit. If your features don't naturally split into a list, structured snippets aren't worth it.
  • Don't 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
EnterpriseContact usFor 500+ employees

When to use price extensions​

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

  • Self serve products with public pricing.
  • Products competing on price.
  • Products targeting buyers who shortlist by price.

When to skip​

  • Pricing is custom or contract based.
  • Pricing is volatile (frequent changes get rejected for stale pricing).
  • You don't 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 like 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 without leaving Google.

Useful for high volume top of funnel campaigns where lead quality can be filtered downstream. Less useful for high intent campaigns where you'd rather the prospect 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 alongside the ad. Shown more prominently on mobile.

For B2B SaaS, this is hit or miss. A clean product screenshot can lift CTR. A generic stock photo can hurt it (looks unprofessional, signals stock).

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, overriding 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.

Hero Marketer attaches at the campaign level by default.

What you'll see in practice​

If you've 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

Features: Value 1, Value 2, Value 3, Value 4

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

That's a lot more screen real estate than a basic ad with no extensions. More space means more reasons to click.

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

Going further​