Sitelink, Callout and Snippet Extensions
Paid MediaAlso: Ad Extensions · Assets · Sitelinks
Quick definition
Sitelinks, callouts and snippets are extra pieces of information Google Ads adds beneath your search ad. Sitelinks are clickable links to other pages, callouts are short phrases highlighting selling points, and snippets are structured lists such as product types or brands. Google now calls them all Assets.
How it varies across Australia
Click-through rate typically rises when an ad shows more of these assets, and Australian search results are crowded enough that any extra real estate is worth claiming. Businesses that leave these blank are handing back visibility for free.
See paid media benchmarks across Australian industries →The three main types
Clickable links to specific pages shown beneath the ad.
Usually 4-6 shownShort non-clickable phrases highlighting a selling point.
25 characters eachA structured list under a fixed header like Brands or Services.
Header plus valuesWhat it actually means
Picture two shopfronts on the same street. One just has a sign with the business name. The other has the sign, a list of services in the window, a note about opening hours, and an arrow pointing to the entrance for returns. Same rent, same location, wildly different amount of information reaching the person walking past. That's the difference an ad with sitelinks, callouts and snippets makes compared to a bare headline and description.
Sitelinks are the clickable extras, usually four to six links under the main ad pointing to specific pages like pricing, contact or a category page. Callouts are short non-clickable phrases like 'free delivery' or 'no lock-in contract' that sit below the description. Snippets are structured lists under a fixed header, such as 'Brands: Nike, Adidas, Puma'.
None of these cost extra to add. Google decides whether to show them based on ad rank and relevance, but you control whether they exist at all. This matters for conversion rate because more information at the point of the click-through rate decision means fewer accidental clicks and more qualified ones, which also helps quality score over time.
Google has folded all three under the umbrella term Assets, but the old names are still how most people search for and talk about them.
Leaving these blank is the paid media equivalent of renting a shopfront and never putting anything in the window.
How it shows up
In the Google Ads interface these live under the Assets tab (previously labelled Ad Extensions). You'll see them rendered live in the ad preview panel, and in reporting you can view impressions and clicks per individual sitelink or callout, which tells you which extra links people actually use.
The Australian context
Australian search results pages are often more crowded than they look, with map packs, shopping units and competitor ads all fighting for the same screen. On mobile especially, an ad with sitelinks and callouts pushes competitors further down the page. For local Australian businesses, location extensions paired with sitelinks pointing to a 'Find a store' page tend to outperform generic ones.
Where people get this wrong
Related terms
Common questions
Do sitelinks and callouts cost extra to add?
No. There's no separate fee for adding assets. You only pay when someone clicks your ad or a clickable sitelink, at the same cost per click as your standard ad. There's no downside to filling them in.
How many sitelinks should I add?
Google recommends at least four, and having more gives Google more options to choose from. Aim for six to eight strong ones covering different intents like pricing, contact and popular categories rather than padding with weak filler links.
Why aren't my extensions showing on every ad?
Google decides which assets to display per auction based on ad rank, relevance and available space on the results page. A lower ad rank or a crowded mobile results page means fewer assets get shown even if you've added plenty.
What's the difference between callouts and snippets?
Callouts are free-form short phrases with no header, like 'Same day delivery'. Snippets sit under a fixed category header chosen from a list, such as 'Types: Suits, Shirts, Ties'. Snippets are more structured and better suited to listing specific offerings.
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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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