Ad Extensions
Paid MediaAlso: Sitelinks · Assets · Google Ad Assets
Quick definition
Additional pieces of information added to a Google Ad — like extra links, a phone number or your address — that expand the ad without increasing cost per click.
How it varies across Australia
Ads with extensions typically see 10-15% higher CTR than ads without them. Google recommends using at least 4 extension types on every campaign. Most advertisers use sitelinks but skip callout and structured snippet extensions, which is a missed opportunity.
Explore benchmarks →Extra links below your main ad that send users to specific pages — a product category, a contact page or a specific offer. Up to 8 sitelinks per ad. The most commonly used extension.
Short phrases (25 characters max) that highlight benefits or features: Free shipping, Australian-owned, 24/7 support. Appear as additional text below the main ad copy.
Adds your phone number directly to the ad, letting mobile users tap to call without visiting your site. Google also tracks these as call conversions.
Pulls your Google Business Profile address into the ad. Essential for businesses with a physical location — shows distance, hours and a map pin.
Predefined headers (Services, Products, Brands, Courses) with a list of values underneath. Lets you quickly convey what you offer without using ad copy character limits.
What it actually means
Ad extensions (now officially called Assets by Google) are supplementary pieces of information that appear alongside your standard headline and description text in a Google Ad. They don't cost extra to add — you pay the same CPC whether someone clicks the main ad or an extension link. Google decides which extensions to show based on predicted performance and relevance, so not every extension appears with every impression. The more high-quality extensions you add, the more options Google has to show the most relevant version of your ad to each searcher.
Extensions are free real estate. Not using them is leaving visibility — and clicks — on the table.
The Australian context
Call extensions are particularly effective in Australia for service businesses — tradies, medical practices, legal services — where a phone call is the primary conversion action. Location extensions matter for any brick-and-mortar presence. Google My Business integration for location extensions requires your GMB profile to be verified and current.
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About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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