Ad Extensions / Advertising Terms Ad Extensions Ad extensions are additional pieces of information that expand a standard search ad, making it more useful and noticeable to users. These optional elements can include links to other pages on your website, business contact details, product listings, or promotional messages. Ad extensions appear below or alongside your main ad copy on search engine results pages, offering more ways for people to engage with your brand and helping your ad stand out in a crowded space. There are several types of ad extensions, each designed to serve a specific purpose. Common formats include sitelink extensions, which let you link to specific pages like “Pricing” or “Contact”; call extensions, which add a clickable phone number; and location extensions, which show your business address and a map. Other options include structured snippets, callout extensions, price extensions, and app extensions. Platforms like Google Ads and Microsoft Advertising may show one or multiple extensions automatically, depending on your settings and ad performance. Ad extensions can improve both visibility and performance. They often increase the amount of space your ad occupies on the page, boosting your chances of earning clicks without increasing your cost per click. In many cases, they also improve your ad’s quality score and relevance, which can help you win more ad auctions at a lower cost. For organizations with multiple offerings or local service areas, extensions offer an easy way to tailor your message and connect users with the most relevant next step. Adding and optimizing ad extensions is considered a best practice for any paid search strategy.