Google Ads extensions – how to increase the CTR of your ads?

Ad extensions are a tool still overlooked by many advertisers. However, it can strongly increase the click-through rate (CTR) and improve the Quality Score of a campaign. And, as you know, today even a small advantage can determine the results of your campaigns.

Extensions allow you to take up more space in the search results, giving the viewer additional information and increasing the chance of a click. It’s a bit like a billboard next to a highway – the more prominent it is, the harder it is to miss.

It’s not just about adding a few lines of text, though. It’s about making conscious use of every pixel – showing value, building trust and driving the user toward conversion.

How do extensions work and which will work best for your business? Check it out.

What you’ll learn from this article?

• What Google Ads extensions are and why they’re crucial for CTR and Quality Score.
• The differences between manual and automatic extensions, and when to use them.
• The most effective types of extensions (informational, interactive, sales) and how to select them to meet business goals.
• Practical strategies for optimizing extensions: adding, analyzing, strategically combining.
• Key performance metrics for extensions beyond CTR and how to interpret them.
• What to do when extensions don’t display and how to avoid common configuration errors.

What are ad extensions?

Ad extensions are additional information displayed next to text ads in a search engine to increase their visibility. They can be links to subpages, phone numbers, addresses, prices or explanations.

They create a kind of extended business card – they take up more space in the results and give the user quick access to the most important data.

Their role in increasing CTR cannot be overestimated.Thanks to the extensions, the user sees more details already at the search stage and can make a decision right away, such as calling the company or going to a specific page. This makes the ad more useful and the chances of interaction increase.

How do Google Ads components work?

Components are additional elements that enhance text ads in Google Ads and make them rank more in search results. These can include:

• links to subpages,
• buttons to phone calls,
• location information,
• prices for products or services,
• special promotions.

Google Ads independently selects which components to display, based on predicted effectiveness, ad position and user intent. You pay only for clicks – regardless of whether someone selects a headline or any of the components.

They are all stored in a shared library at the account level, making them easy to assign to campaigns and ad groups.

Main benefits of using extensions

Using ad extensions has many benefits. The most important of these are:

Higher CTR

Extensions make the ad take up more space and include additional information – such as links to subpages, prices or the company’s location. This makes it easier to attract attention and more responsive. The result? More clicks and a higher CTR.

Higher Quality Score

Google gives a premium to ads that are readily clicked on. A higher CTR is a signal to the system that the ad is relevant and valuable. As a result, the Quality Score increases, which lowers your cost-per-click (CPC) and improves your position in search results. It’s a simple way to pay less and gain more visibility at the same time.

Manual vs. automatic extensions – basic differences and uses

Ad extensions are divided into two types: manual, which the advertiser configures himself, and automatic, generated by Google.

What are the differences between them?

Manual extensions

These are extensions that you add and configure yourself in Google Ads. This gives you full control over their content and design. They allow you to precisely tailor your message to your marketing goals and individual ad groups, but require active campaign management.

They are, for example:

• Links to pages – allow you to add links to selected pages on your site, such as. to an offer, contact, or promotion.
• Explanations – short texts highlighting the perks of an offer, such as free delivery or fast fulfillment.
• Calls – allow you to add a phone number, so users can call straight from the ad.
• Location – shows the company’s address, making it easier for customers to visit a physical point of sale.
• Prices – present specific products or services with their costs, increasing the transparency of the offer.
• Promotions – highlight discounts, rebates and special deals, encouraging the user to take action.

Automatic Extensions

These are extensions that Google generates on its own based on your site and account data. You don’t have to configure them manually – the system selects them automatically to make your ads more effective. This saves you time, although you have less control over content and design.

This includes, for example:

• Dynamic links to pages – Google itself selects the pages on your site that best match the user’s query.
• Dynamic Explanations – automatically added information about an offer, highlighting its benefits.
• Dynamic Calls – phone number pulled from your Google Ads account or page.
• Dynamic Location – address and location map generated from your Google Business Profile business card.
• Vendor Ratings – star ratings and company reviews collected from various sources to increase credibility.

Effective ad extensions that will raise your CTR

Well-chosen extensions can completely transform the effectiveness of a campaign. They enrich a text ad with additional information, increase its visibility and make it more responsive.

They can be divided into three main categories: informational, interactive and sales. Each has a different role, but they all have a common goal – to grab the user’s attention and get them to take action.

Informational extensions – links to pages, explanations and information on the site

They add details about the company, product or service, making the ad more useful. These include:

• Links to pages – direct to specific sections of the site, such as pricing, promotions or contact.Explanations – short slogans highlighting the advantages of an offer, such as free delivery or fast shipping.
• Information on the site – present a list of categories or features of an offer, such as. „Types: apartments, houses”.

These elements help the user more quickly evaluate the relevance of the ad and click right on your offer.

Interactive extensions – graphics, forms and links

Their purpose is to engage the viewer and shorten the path to conversion. In this group you will find:

• Graphic Extensions – add an image that makes the ad more attractive and increases its visibility.
• Contact Forms (Lead Form Extensions) – allow you to leave data directly from within the ad.
• Call Extensions (Call Extensions) – allow you to instantly contact them by phone.

These are excellent tools for quick lead generation and customer service.

Sales Extensions – Pricing, Promotions and Location

Conversion-focused – show specific sales information and facilitate purchase. This group includes:

• Prices – present products or services with costs, increasing the transparency of the offer.
• Promotions – highlight discounts and bargains, such as seasonal or Black Friday sales.
• Location – shows the company’s address, phone number and a driving map, which helps customers easily reach the stationary point.

With these, advertising not only attracts attention, but also more effectively leads to a purchase.

How to effectively manage ad extensions in campaigns?

Good extensions can strongly increase the effectiveness of a campaign, but only if they are regularly monitored and optimized. Not working on them is like driving a sports car in first gear only – the potential is there, but it is wasted.

The basis of management is to track results (CTR, conversions) to pinpoint those extensions that work best – such as links to pages or phone calls. It’s a good idea to test different combinations and content, use display schedules, and make sure all company data is up to date.

Step-by-step extension optimization – from adding to analyzing results

Optimization is a cycle in which you add, monitor, analyze and test – until you find the configuration that gives you the highest effectiveness. It’s a process that gradually raises CTR and lowers cost-per-click.

Here’s what to do step-by-step:

1. Add the right extensions – start with things like links to pages, links or prices. Configure them clearly and concisely, according to advertising rules.
2. Monitor results – regularly check statistics in Google Ads (CTR, conversions, cost). It’s through them that you’ll see which extensions actually work.
3. Analyze the data – treat it like a compass that points you in the direction of further action.
4. Test and experiment – change texts, set different schedules, test the effects of different combinations. Advertising is a laboratory where you are constantly refining something.
5. Update information – make sure phone numbers, addresses, prices and promotions are always up to date.

Strategic combination of extensions – how to create the most effective combinations?

Combining extensions is a way to create cohesive sets that reinforce each other and together increase the effectiveness of the campaign. It works like putting together a jigsaw puzzle – each piece has its place, and only the whole gives a complete, attractive picture.

The most important thing is that the extensions should be consistent with the main message and complement each other. This gives the ad more visibility and a higher CTR.

What rules to follow?

• E-commerce – combine links to sub-pages (e.g., product categories) with extensions for prices, promotions and graphics. Such a set immediately shows the offer in full context and encourages purchase.
• Local services – put your location and links, and add explanations (unique benefits) and a contact form. Customers will find you faster on the map and be able to call or leave details right away.

There is no single recipe for the perfect call-to-action – so it’s worth constantly testing different sets and seeing which ones generate the highest CTR and conversions.

Measuring effectiveness – which metrics to analyze beyond CTR?

CTR is just the beginning. To really evaluate the effectiveness of extensions, it’s worth looking at conversion, cost and ROI data as well. These are what show which extensions are bringing real business value.

The most important metrics are:

• Count of conversions – e.g. purchases, forms sent, phone calls.
• Cost per conversion (CPA) – how much you actually pay to acquire a customer.
• Conversion rate – the percentage of users who performed the expected action after clicking.
• Conversion Value – the real value of sales generated by an ad.
• ROAS (Return on Ad Spend) – return on ad spend, crucial for larger budgets.

In Google Ads reports, you’ll see how users are interacting with specific extensions – links to pages, location or links. This data is essential to consciously optimize your campaign and budget, and ultimately increase your ad’s effectiveness.

What to do when ad extensions don’t show up?

The reason could be low ad ranking, misconfiguration, limited budget or violations of Google Ads rules.

It’s worth starting with the basics. Check ad ranking, campaign settings and compliance with Google policies. Also make sure extensions are approved, budgets are sufficient, and rates are competitive. Sometimes conflicting settings (e.g., schedule, devices) or external factors such as AdBlock can also be a problem.

Frequent causes of extension display problems

• Low ad ranking – ad position and Quality Score affect whether extensions will be shown.
• Too small budget – limits the number of impressions and thus the chance of showing extensions.
• Rules violations – e.g., inappropriate content in explanations or promotions.
• Configuration errors – misaligned schedule, extensions assigned to the wrong ad groups, lack of device matching (e.g., calls only on phones).
• Extension conflicts – Google may omit some elements if it considers them unnecessary or duplicative information.
• Technical problems – rare, but possible (e.g., blocking by plugins).

Typical errors in extensions configuration – how to avoid them?

Most common problems include:

• adding generic, unattractive text,
• lack of consistency with advertising and keywords,
• ignoring Google Ads rules (e.g. forms without verification),
• too many extensions without selection,
• outdated data – phone numbers, prices, opening hours,
• lack of fit for mobile devices,
• no consideration of hours of operation for call extensions.

Solution? Regular monitoring and testing. Even the best-planned campaign needs constant adjustment to maintain high effectiveness.

Require support in running Google Ads campaigns? Contact us now!

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