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Sitelinks, callouts, and extensions

Google Ads supports a family of "extensions" (officially called "assets") that show alongside your main ad. Extensions don't cost extra and regularly improve click through rate. This article explains each kind and when each helps.

Clickable links under your main ad headline. Each sitelink has short link text (up to 25 characters), two short description lines, and a destination URL.

Example:

Hero Marketer — Google Ads copilot for SaaS heromarketer.io See how it works on a 14 day trial.

  • Pricing — Plans from $49/month
  • Features — Generate keywords and ads
  • Customer stories — How teams use it
  • Documentation — Setup and reference

The four lines after the main ad are sitelinks. Google decides at auction time which to show.

Use sitelinks for: giving searchers options beyond the primary landing page (pricing, features, integrations, case studies, documentation).

For setup, see Add sitelinks.

Callouts​

Short text fragments that show inline with your ad. Up to 25 characters each. Not clickable. Used as quick benefits, trust signals, or differentiators.

Example: an ad might show callouts like "Free 14 day trial · No credit card · SOC 2 compliant" inline below the description.

Use callouts for:

  • Quick benefits. "Free trial", "Cancel anytime", "Setup in 5 minutes".
  • Trust signals. "5,000+ teams", "G2 leader 2025", "Featured in TechCrunch".
  • Differentiators. "Built for SaaS", "API first", "Self serve setup".

Callouts are usually the highest leverage non sitelink extension. Quick to write, measurable lift.

For setup, see Add other extensions.

Structured snippets​

Header plus list of values. The header is a fixed Google category ("Services", "Features", "Brands"); the values are yours.

Example:

Features: Workflow automation · Slack integration · API access · Mobile app

Use structured snippets when your product has a specific list that fits one of Google's categories. If nothing fits cleanly, skip them.

Price extensions​

Price cards with name, price, and description, shown below your ad.

Example:

PlanPriceDescription
Starter$8/user/monthFor teams up to 10
Pro$14/user/monthFor larger teams
EnterpriseContact usFor 500+ employees

Use price extensions when your pricing is clear, fixed, and doesn't change frequently. Skip if pricing is custom or contract based.

Location extensions​

Show your business address. Useful for local search (someone searching for a service near them), less useful for B2B SaaS that doesn't have a physical retail presence.

Most SaaS campaigns skip location extensions.

Call extensions​

Add a phone number to the ad. On mobile, the number is tappable.

Useful when sales has a real phone presence. Less useful for self serve products where the buyer wants to read, not call.

Lead form extensions​

A small form attached to the ad that captures lead info without leaving Google. Useful for capturing leads at the top of the funnel.

Trade off: lead quality is mixed because the form is so frictionless. Best for high volume top of funnel campaigns where you can afford to filter on the back end.

Image extensions​

A small image that shows alongside the ad. Less common for B2B SaaS but worth experimenting with for visual products.

How Hero Marketer handles extensions​

The campaign wizard handles two by default:

  • Sitelinks. Auto generated or picked from your account's existing assets.
  • Other extensions (callouts, structured snippets, prices). Picked from your account's existing assets through the asset picker.

For extension types Hero Marketer doesn't auto generate (location, call, lead form, image), set them up in Google Ads directly. They'll attach to campaigns automatically once created at the account level.

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 only to a specific campaign, overriding account level if needed.

Hero Marketer attaches at the campaign level by default, so each campaign's extension set is independent. For account level extensions that should run everywhere, attach them through Google Ads.

When to skip extensions​

Most campaigns benefit from sitelinks and callouts at minimum. A few cases where you'd skip:

  • A test campaign where you want to isolate the impact of base ad copy.
  • Extremely targeted campaigns where the searcher should land on one specific URL with no other options.
  • Stealth or pre launch campaigns where you don't want extra links discovered.

For most production B2B SaaS campaigns, attach 4 sitelinks, 4 to 6 callouts, and structured snippets if you have a list that fits.