When it comes to online advertising, every click counts. As an agency, we’ve seen countless businesses invest heavily in Google Ads but fail to fully leverage one of its most powerful features: ad extensions. These often-overlooked tools can transform a standard text ad into a more engaging, information-rich, and click-worthy experience.
In this guide, we’ll walk you through what Google Ads extensions are, why they matter, and how businesses in Singapore and beyond can use them to maximize ad performance.
What Are Google Ads Extensions?
Google Ads extensions are additional snippets of information that expand your ads, giving potential customers more reasons to click. Instead of showing just a headline and description, extensions let you add elements such as clickable phone numbers, site links to specific pages, product highlights, and even customer reviews.
At their core, extensions are about visibility and relevance. By adding them, you’re not only providing users with more options, but also increasing the physical size of your ad on search results, helping your business stand out against competitors.
Why Google Ads Extensions Matter
Extensions aren’t just a cosmetic add-on; they directly impact ad performance. In fact, Google reported that ads with extensions can see up to a 15% increase in click-through rate (CTR) compared to ads without them. That boost may sound small on paper, but at scale, it translates into significantly more website visits and sales opportunities.
As an agency, we’ve seen extensions drive measurable improvements across industries:
E-commerce brands see higher product page visits when using sitelink extensions.
Service businesses benefit from call extensions, which encourage users to contact them directly.
Local businesses gain foot traffic through location extensions tied to Google Maps.
It’s not just about clicks. It’s about connecting people to the right information at the right moment.
The Business Case for Extensions
For decision-makers evaluating ad spend, the question is simple: do extensions justify the effort? The numbers say yes. According to WordStream, ads with structured snippets and call extensions improve CTRs by as much as 20%. Another study by Clutch found that 77% of users prefer ads that show additional information because it helps them make faster purchasing decisions.
This tells us that extensions don’t just improve performance metrics, they also enhance user trust. When your ad highlights store hours, service categories, or promotions upfront, you are positioning your brand as both transparent and helpful.
Types of Google Ads Extensions
There are multiple types of extensions, each serving a different purpose. The right mix depends on your goals, whether you want more calls, store visits, or direct sales. Below are the most common ones we implement for clients:
1. Sitelink Extensions
These add clickable links beneath your ad, directing users to specific pages on your website. For example, a restaurant could link to “Menu,” “Reservations,” and “Reviews,” while a retailer might highlight “New Arrivals” or “Sale Items.”
Why it works: By giving customers multiple paths, you increase the chance of aligning with their exact intent.
2. Call Extensions
These allow users to call your business directly from the ad. On mobile devices, it is as easy as one tap.
Why it works: Call extensions shorten the conversion journey, especially for services where phone inquiries matter, such as lawyers, clinics, and repair services.
3. Location Extensions
These show your business address and map location, pulling data from your Google Business Profile. When paired with mobile ads, they can even show distance to your store.
Why it works: Local intent is strong. According to Google, 76% of people who search for something nearby visit a business within a day.
4. Callout Extensions
Callouts are short text snippets that highlight unique selling points, like “Free Delivery” or “24/7 Support.” They are not clickable, but they add credibility and urgency.
Why it works: Customers scanning multiple ads will notice your added benefits, giving you a competitive edge.
5. Structured Snippet Extensions
These provide categorized lists, such as “Services: Web Design, SEO, Paid Ads” or “Destinations: Bali, Phuket, Tokyo.”
Why it works: They allow you to showcase variety and relevance at a glance, making your offering feel more complete.
Strategic Implementation: How We Do It
Simply enabling extensions is not enough. As an agency, we take a structured approach to implementation:
Align with Campaign Goals – If the objective is lead generation, call and form extensions take priority. For e-commerce, we lean heavily on sitelinks and promotion extensions.
Test Variations – Just like ad copy, extensions require testing. We monitor which sitelinks get the most clicks and adjust accordingly.
Maintain Consistency – The messaging in extensions must align with ad headlines and landing pages. Inconsistent wording reduces trust and hurts CTR.
Track Performance Separately – By isolating metrics, we can identify which extension types contribute most to conversions and optimize budgets effectively.
Common Mistakes to Avoid
While extensions are powerful, businesses often misuse or underutilize them. The most common pitfalls include:
Adding Too Many at Once – Overloading ads with extensions can confuse users. The key is balance, not quantity.
Using Generic Callouts – “Best Service” or “High Quality” doesn’t differentiate you. Extensions should showcase specific, verifiable benefits.
Forgetting Mobile Optimization – An extension that looks great on desktop may clutter a mobile ad. We always preview ads across devices before launch.
Failing to Update – Seasonal offers and outdated links hurt credibility. Extensions should be refreshed regularly.
The Competitive Advantage
Extensions are one of the few tools in digital advertising that improve both user experience and ad performance without increasing cost per click. Competitors who ignore them are leaving visibility and conversions on the table.
By integrating the right mix of extensions, we’ve helped clients see tangible improvements: better CTRs, higher quality scores, and ultimately, lower costs per acquisition. In highly competitive markets like Singapore, these incremental advantages add up.
Advanced Strategies for Maximizing Extensions
Once the basics are in place, the next step is optimization. Many advertisers set up extensions once and forget about them. That approach leaves performance on the table. Here’s how we, as an agency, take extensions to the next level:
1. Align Extensions With User Intent
Not all searches are created equal. For example, a user searching “buy running shoes online” has a different intent than someone searching “best sports shoe brands.” The first is ready to purchase, while the second is researching. We customize extensions to match intent. A ready-to-buy query gets sitelinks pointing directly to product pages, while research-oriented queries might show snippets about product variety or customer reviews.
2. Schedule Extensions Strategically
Extensions can be scheduled, which means we decide when specific information should appear. For instance, call extensions can be limited to business hours to ensure someone is available to pick up the phone. Promotion extensions, on the other hand, can run only during seasonal sales or weekends.
3. Leverage Promotion Extensions for Offers
If you are running discounts, seasonal campaigns, or holiday deals, promotion extensions are essential. These highlight limited-time offers without requiring ad copy changes. They also make your ad more appealing when customers are comparison shopping.
4. Personalize by Device
User behavior differs drastically between mobile and desktop. For mobile, we emphasize call extensions and location extensions since these users are often on the go. For desktop, sitelinks and structured snippets are more effective, as users may prefer browsing detailed information before contacting the business.
Setting Up Google Ads Extensions Step by Step
For businesses and marketing teams who are new to this, here’s a simple walkthrough of setting up ad extensions:
Log in to Google Ads – Navigate to the campaign or ad group where you want to add extensions.
Select “Ads & Extensions” – On the left-hand menu, choose “Extensions.”
Click the “+” Button – This opens a list of extension types.
Choose Your Extension Type – Select sitelinks, calls, promotions, or whichever fits your strategy.
Fill in the Details – Add copy that is clear, concise, and directly relevant to your business goals.
Customize Settings – Set schedules, devices, and targeting preferences.
Save and Monitor – Once live, track the performance of each extension separately.
As an agency, we never stop at just setting them up. Continuous tracking and refinement ensure extensions contribute positively to ad relevance, quality scores, and overall ROI.
Case Studies: How Extensions Drive Results
To illustrate their impact, let’s look at a few scenarios we’ve handled for clients.
Case 1: Retail E-commerce Brand
A fashion retailer wanted to drive more traffic to its seasonal collection. By adding promotion extensions highlighting “20% Off Summer Collection” and sitelinks to “New Arrivals” and “Clearance,” CTR improved by 18% within the first two weeks. Not only did traffic increase, but conversions grew because users were taken directly to the right products.
Case 2: Local Service Provider
A home renovation company relied heavily on inbound calls. We implemented call extensions and restricted them to business hours. This change reduced wasted clicks and increased call volume by 22%, directly boosting qualified leads.
Case 3: Hospitality Industry
A boutique hotel wanted more direct bookings. With location extensions tied to Google Maps and sitelinks for “Rooms,” “Dining,” and “Events,” the campaign saw an increase in local bookings. According to post-campaign analysis, 30% of conversions came from users who interacted with extensions before visiting the site.
How Extensions Fit Into a Full-Funnel Strategy
It’s important to view Google Ads extensions not as isolated features, but as part of a broader marketing funnel.
Top of Funnel (Awareness): Structured snippets and callouts highlight services and unique selling points, grabbing attention without forcing immediate action.
Middle of Funnel (Consideration): Sitelinks guide users to product categories, reviews, or FAQs that answer buyer questions.
Bottom of Funnel (Conversion): Call, location, and promotion extensions shorten the path to purchase, whether that means making a call, finding a store, or clicking a limited-time deal.
By mapping extensions to different funnel stages, we create ad experiences that feel relevant and timely to every type of searcher.
Best Practices for Agencies and Businesses
Based on years of managing campaigns across industries, here are the practices that consistently lead to success:
Start With Core Extensions: Always implement sitelinks, callouts, and structured snippets as a baseline. These apply to almost all industries.
Experiment With Advanced Extensions: Promotion and lead form extensions are highly effective but require careful testing.
Track Micro-Conversions: Don’t just measure clicks. Monitor calls, form fills, and on-site behavior to understand the real value of each extension.
Review Regularly: Extensions should evolve with your campaigns. Monthly reviews ensure they remain aligned with business goals.
Integrate With Other Channels: Sync extensions with offers on social media, email, and website promotions for consistent messaging.
The Future of Google Ads Extensions
Google is constantly refining how ads are displayed. Automation and AI-driven ad formats are making extensions even smarter. Dynamic extensions, for example, automatically pull relevant links or callouts from your site. While convenient, we still recommend pairing automation with human oversight to ensure accuracy and brand consistency.
As a Google Ads agency, we expect extensions to play an even larger role in personalized advertising, especially as user expectations for relevance and immediacy continue to rise. Businesses that adapt early will enjoy a significant competitive edge.
References
Google Ads Help: About Ad Extensions
WordStream: Google Ads Benchmarks Report
Clutch: Consumer Attitudes Toward Digital Advertising
Think with Google: Local Search Statistics