How to Use Google Ads Callout Extensions? Example & Tips

google ads callout extensions

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When it comes to creating effective Google Ads campaigns, extensions are a powerful tool that should not be overlooked.

While extensions aren’t mandatory, they can dramatically improve your ads’ performance by providing additional information and features to your target audience.

One of the most useful ad extensions available is called “Callout Extensions,” which are short snippets of text that appear beneath your ad’s main body copy.

Google callout extensions are a great way to highlight your business’s unique selling points, such as free shipping, buyer protection, or other important benefits of choosing your product or service.

These extensions are available at both the campaign and ad group levels and are limited to 25 characters, so make sure you choose your wording carefully.

Google recommends using callout extensions to increase the visibility of important information that isn’t already displayed in your ad’s headlines or descriptions.

It’s an easy and cost-effective way to make your ads stand out from the competition and gain more attention from your target audience.

So, if you want to improve your Google Ads performance, consider using callout extensions in your next campaign.

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What Are Callout Extensions?

Callout extensions in Google Ads are additional snippets of text that can be added to your search ads to highlight specific features or benefits of your products or services.

They appear as extra lines of text below your main ad copy and provide additional information to potential customers.

Callout extensions are typically used to emphasize unique selling points, special offers, or key features that make your business stand out.

They are displayed alongside your ad text, increasing its visibility and providing more context to users searching for relevant keywords.

Why Use Callout Extensions?

Callout extensions are a valuable tool in online advertising, particularly in pay-per-click (PPC) campaigns.

They allow advertisers to include additional information about their products, services, or businesses directly in their search ads.

Here are some reasons why callout extensions are beneficial: 

1. Increased Visibility

Callout extensions provide an opportunity to enhance the visibility of your ads by occupying more ad space on the search engine results page (SERP).

2. Additional Information

Callouts allow you to share key details about your business that might not be evident in the main ad copy.

For example, you can highlight free shipping, 24/7 customer support, price matching, or any other unique selling proposition that sets your business apart.

3. Improved Ad Relevance

By using callout extensions, you can make your ads more relevant to search queries.

When the callouts align closely with the user’s search intent, it increases the chances of attracting clicks from users who are specifically interested in what you have to offer. 

4. Enhanced Click-Through Rates (CTR)

Callout extensions can boost your ad’s CTR by providing additional reasons for users to choose your business over competitors.

When people see relevant and compelling callouts, they are more likely to click on your ad, driving higher engagement and potential conversions.

5. Better Ad Rank

Google Ads considers the expected impact of ad extensions when determining the ad rank.

By utilizing callout extensions effectively, you can potentially improve your ad’s position on the SERP without increasing your bid, as it positively influences your ad’s overall quality and relevance.

6. Improved Ad Performance Insights

By using callout extensions, you gain access to performance data specific to those extensions. This allows you to evaluate the effectiveness of different callouts, measure their impact on ad performance, and optimize your campaigns accordingly.

Overall, callout extensions offer a way to maximize the effectiveness of your search ads by providing additional relevant information to potential customers, increasing visibility, and improving ad performance metrics.

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How Google Ads Callout Extensions Work?

Google Ads callout extensions can help make your ads stand out from the competition.

These short snippets of text can increase the visibility and impact of your ads, reaching more potential customers on computers, mobile devices, and tablets.

With up to 10 callouts per ad possible, you have the freedom to craft a captivating message that resonates with viewers.

To create a callout, you first need to decide where in your account structure you’d like to add it—at the account, campaign, or ad group level.

It’s important to remember that a more specific level will always override a more general one, so if you choose to disable callouts for an ad group, they won’t show regardless of where they were created.

Start leveraging the power of Google Ads Callout Extensions today and take your marketing to the next level.

Callout Extension Examples 

Callout extensions are a type of ad extension used in online advertising to provide additional information about a product, service, or promotion. 

Here are a few examples of callout extensions: 

1. Free Shipping: Highlighting that your products or services come with free shipping can be a compelling callout extension for an e-commerce website.

2. 24/7 Customer Support: If your business offers round-the-clock customer support, you can use this callout extension to emphasize your dedication to customer service.

3. Price Match Guarantee: If you provide a price match guarantee, you can use this callout extension to assure customers that they will always get the best deal. 

4. Same-Day Delivery: For businesses that offer same-day delivery, using a callout extension to highlight this feature can attract customers looking for immediate gratification.

5. Expert Staff: If your business has knowledgeable and experienced staff members, you can use a callout extension to showcase their expertise, particularly in industries like healthcare, finance, or consulting.

6. 100% Satisfaction Guaranteed: This callout extension communicates a commitment to customer satisfaction, assuring potential customers that they can buy with confidence.

7. Family-Owned Business: If your business is family-owned and has a long-standing history, this callout extension can add a personal touch and create a sense of trust and authenticity.

8. Award-Winning: If your business has received notable awards or recognition, you can use a callout extension to highlight these achievements, enhancing your credibility and reputation.

9. Eco-Friendly Products: For companies focused on sustainability and environmentally friendly practices, a callout extension emphasizing your eco-friendly products can resonate with environmentally conscious customers.

10. Money-Back Guarantee: Offering a money-back guarantee can alleviate any concerns potential customers may have about the quality or value of your product or service, making it a valuable callout extension.

Remember, the specific callout extensions you choose should align with your business goals, unique selling points, and the preferences of your target audience.

Tips For Creating Effective Callout Extensions

When creating callout extensions for your online advertisements, it’s important to make them concise, compelling, and relevant to your target audience.

Here are some tips to help you create effective callout extensions:

1. Keep It Short and Sweet: Callout extensions should be brief and to the point. You have limited space, so use it wisely. Aim for no more than 25 characters per callout, including spaces.

2. Highlight Unique Selling Points: Use callout extensions to emphasize the unique features, benefits, or advantages of your products or services. Focus on what sets you apart from your competitors.

3. Be Specific and Relevant: Make sure your callouts are relevant to the ad and the landing page they are linking to. Tailor your callouts to different campaigns or ad groups to maximize their impact.

4. Use Action-Oriented Language: Use action verbs and compelling language to create a sense of urgency or excitement. Encourage users to take action or convey the value they can expect.

5. Test Different Variations: Create multiple versions of callout extensions and test them to see which ones perform the best. Experiment with different messaging, formats, and positioning to find the most effective combinations. 

6. Align with Ad Copy and Landing Page: Ensure that your callout extensions align with the messaging in your ad copy and the content on your landing page. Consistency helps reinforce your message and enhances the user experience.

7. Prioritize Key Information: Place the most important callouts at the beginning or end of your list. These positions tend to receive more visibility and capture users’ attention. 

8. Leverage Keyword Relevance: Incorporate relevant keywords into your callouts, especially if they align with the user’s search query. This can improve the relevance of your extensions and increase click-through rates.

9. Consider Mobile Users: Keep in mind that callout extensions are also displayed on mobile devices, where space is limited. Optimize your callouts for mobile by using concise language and prioritizing key information.

10. Regularly Review and Update: Continuously monitor the performance of your callout extensions and update them as needed. Refreshing your callouts periodically can help maintain their effectiveness and relevance.

Remember, callout extensions are an opportunity to highlight additional value and persuade users to click on your ads.

By following these tips and constantly refining your approach, you can create more effective callout extensions that drive better results for your online advertising campaigns.

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Optimize Your Google Ads Callout Extensions

Take your Google Ads to the next level—and beyond. With careful optimization of your callout text, you can create compelling ads that spark curiosity and drive clicks.

Here are a few innovative ideas to get you started: 

1. Focus on Your Audience

When crafting callouts, ensure your language and messaging are tailored to the needs and preferences of your target audience. Make sure to adopt an informative tone and style in order to make a meaningful connection with them.

2. Use Ad Customizers

Unlock the power of personalization with ad customizers. By tailoring your callouts and messages to suit the user’s specific needs, you can create a compelling user experience and increase conversion rates.

Take advantage of this revolutionary technology and supercharge your search engine marketing campaigns today!

3. Rotate Your Callouts

Ensuring your ads remain fresh will help keep your audience engaged. Leverage automated ad rotation or manually rotate your callouts to maintain an interesting and stimulating presence.

By regularly refreshing your ads, you can combat the risk of user fatigue and boost overall performance. 

4. Use Data to Inform Callouts

Monitoring your ad performance data is essential to optimizing your callout strategy.

Analyze the statistics to identify which messages are resonating with your audience, and focus on those to maximize clicks and conversions. Implemented correctly, this approach can significantly improve your return on investment.

How to Add Callout Extensions in Google Ads

To add callout extensions to Google Ads, follow these steps:

  1. Sign in to your Google Ads account.
  2. Click on “Ads & Extensions” in the left-hand navigation menu.
  3. Select the campaign or ad group where you want to add callout extensions.
  4. Click on the “Extensions” tab.
  5. Click on the blue plus button to create a new extension.
  6. From the dropdown menu, select “Callout Extension.
  7. Enter the text for your callout extension. Callouts should be short phrases or sentences that highlight key information about your product, service, or offer.
  8. You can add up to four callout extensions per ad group. If you want to add more, click on the “Add” button to create additional callout extensions.
  9. You can also schedule your callout extensions to appear at specific times of the day or specific days of the week by clicking on “Advanced Options” and setting the desired schedule.
  10. Once you’ve entered the callout text, click on “Save” to add the callout extensions to your campaign or ad group. 

It’s important to note that callout extensions are not guaranteed to show with your ads. Google Ads uses various factors, such as ad rank and ad relevance, to determine when and if callout extensions will appear.

Additionally, callout extensions may not always show on mobile devices due to limited space.

Remember to regularly monitor the performance of your callout extensions and make adjustments as needed to optimize their impact on your ads.

How to Remove Callout Extensions in Google Ads?

To remove callout extensions in Google Ads, you can follow these steps:

  1. Sign in to your Google Ads account.
  2. Click on “Ads & Extensions” in the page menu on the left-hand side.
  3. Select the campaign or ad group where the callout extensions are located.
  4. Click on the “Extensions” tab.
  5. Choose the “Callout extensions” option.
  6. Locate the specific callout extension you want to remove and click on the checkbox next to it to select it.
  7. Once the callout extension is selected, click on the “Edit” button above the table.
  8. From the drop-down menu, select “Remove” and confirm the removal when prompted.
  9. Repeat steps 6 to 8 if you want to remove multiple callout extensions.
  10. After removing the desired callout extensions, click on the “Apply” button to save your changes. 

Note: Removing callout extensions will not delete them permanently. It will simply stop them from seeing your ads.

If you want to delete the callout extensions permanently, you can select the “Callout Extensions” option in the left-hand side menu, locate the callout extensions you want to delete, and click on the checkbox next to them.

Then, click on the “Remove” button above the table to delete them permanently.

Remember that it may take some time for the changes to reflect in your Google Ads account and for the callout extensions to stop showing with your ads.

How Much Do Google Ads Extensions Cost?

There is no additional cost for using callout extensions in Google Ads. They are free features that you can add to your ad to provide more information about your business or products.

But keep in mind that the bidding system, where you place bids on particular keywords and pay for each click or impression your ad receives, determines the cost of your Google Ads campaign.

So while callout extensions themselves are free, they can help improve the performance of your ads and potentially increase your click-through rates and conversions, which can indirectly affect your ad costs.

When and How Will They Appear on Your Ad?

Google Ads callout extensions appear as additional lines of text that can be added to your ads. They provide extra information about your products, services, or business.

Callout extensions typically appear below the main ad copy and can be displayed on both desktop and mobile devices.

The exact appearance of callout extensions depends on several factors, including the available ad space and the ad position.

Generally, callouts are more likely to show when your ad has a high Ad Rank and when there is enough space to accommodate them.

Here are a few scenarios in which callout extensions may appear:

1. Top Ad Position: If your ad is in the top position on the search engine results page (SERP), callout extensions are more likely to appear. Google aims to display more extensions for top-performing ads.

2. Sufficient Ad Space: If there is enough space on the SERP to accommodate callout extensions without overcrowding the ad, they will likely show. Google’s algorithm determines the optimal display of extensions based on the available space.

3. Relevant Search Queries: Callout extensions are more likely to appear when a user’s search query is closely related to the content of your callouts. Google aims to show extensions that are most relevant to the user’s search.

To increase the chances of callout extensions appearing with your ads, make sure your ad rank is competitive, your callouts are relevant and compelling, and you have enabled callout extensions in your Google Ads campaign settings.

Google Ads Callout Extension Best Practices

Maximize your search engine marketing campaigns with Google Ads callout extensions!

For an eye-catching, balanced display, use an even number of callouts, each under 25 characters. Opt for sentence cases and provide specific numbers to stand out from the competition.

Try to craft unique messages and avoid repetition – every character counts! Furthermore, be mindful of copyright protection by abstaining from including trademarks in your ad copy.

How to Create Callout Extensions: Step-by-Step

To create Google Ads callout extensions, follow these step-by-step instructions:

Step 1: Sign in To Your Google Ads Account

Go to the Google Ads website and sign in using your Google account credentials.

Step 2: Access the “Ads & Extensions” Tab

Once you’re signed in, click on the “Ads & Extensions” tab in the left-hand sidebar of the Google Ads interface.

Step 3: Select the Campaign or Ad Group

Choose the specific campaign or ad group where you want to create the callout extension. You can create callout extensions at either the campaign or ad group level.

Step 4: Click on “Extensions” in The Navigation Menu

In the selected campaign or ad group, find the “Extensions” tab in the navigation menu at the top. 

Step 5: Choose “Callout Extensions” from The Drop-Down Menu

In the “Extensions” tab, click on the drop-down menu and select “Callout Extensions” from the available extension options. 

Step 6: Click on the Blue “+” Button

To create a new callout extension, click on the blue “+” button on the right side of the screen. 

Step 7: Enter Your Callout Text

In the callout extension creation window, you’ll see a text field where you can enter your callout text. Each callout can have up to 25 characters, and you can add multiple callouts.

Step 8: Customize the Device Preference (optional)

If you want the callout extension to appear only on specific devices, such as mobile or desktop, you can customize the device preference. By default, the callout extension will appear on all devices.

Step 9: Save Your Callout Extension

Once you’ve entered your callout text and made any necessary adjustments, click on the “Save” button to create the callout extension. 

Step 10: Review and Monitor Your Callout Extensions

After saving the callout extension, you can review it along with your other extensions in the “Extensions” tab. You can make edits, enable or disable the callout extension, and monitor its performance.

Remember that Google Ads has certain policies and guidelines for callout extensions, so make sure your callouts comply with their rules.

How to Edit Google Ads Callout Extensions

To edit your Google Ads callout extensions, you can follow these steps:

  1. Sign in to your Google Ads account at
  2. Once you’re in your account, click on “Ads & Extensions” in the left navigation menu.
  3. Next, click on “Extensions” at the top of the page.
  4. In the Extensions tab, you’ll see a list of extension types. Locate and click on “Callout Extensions.”
  5. You will see a list of your existing callout extensions. Find the one you want to edit and click on it.
  6. A dialog box will appear where you can make changes to the callout extension. You can edit the text, add or remove callouts, and adjust the order of the callouts.
  7. Once you have made the desired changes, click on the “Apply” or “Save” button to save your edits.

Remember, the specific steps and layout may vary slightly based on updates and changes made by Google Ads, but the general process described above should help you edit your callout extensions effectively.

How to Schedule Google Ads Callout Extensions?

To schedule Google Ads callout extensions, you can follow these steps:

  1. Sign in to your Google Ads account at
  2. Click on “Ads & Extensions” in the page menu on the left-hand side.
  3. Select the campaign or ad group where you want to schedule the callout extension.
  4. Click on the “Extensions” tab.
  5. Click on the blue plus button (+) to create a new extension.
  6. From the dropdown menu, choose “Callout Extension.”
  7. Enter the text for your callout extension. Callout extensions are short snippets of text that highlight specific features or offers related to your business.
  8. Click on the “Advanced Options” link.
  9. In the “Start date” field, select the date and time you want the callout extension to start showing with your ads.
  10. In the “End date” field, select the date and time you want the callout extension to stop showing.
  11. Set the days and hours when you want the callout extension to be active. You can choose specific days and time ranges or select “All days” and “All hours” for the extension to be active at all times.
  12. Save your callout extension.

By scheduling the callout extension, you ensure that it will only appear during the specified time frame. This can be useful if you want to promote time-sensitive offers or specific business hours.

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In conclusion, Google offers various extensions to improve your online advertising strategy.

Call extensions allow customers to contact you directly from their search results, while callout extensions can be used to highlight specific information about your business, such as promotions or unique features.

To get the most out of callout extensions, make sure your callouts are concise and impactful, and keep your ads updated to reflect any changes in your business.

By using callout extensions in conjunction with other Google Ad extensions, you can create powerful and effective ads that will help drive traffic and improve your conversion rates.

With a bit of planning and effort, you can leverage these extensions to create an unforgettable online presence for your business. 

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