Ad extensions give you more real estate in search results for free. Here are the ones that matter most.
Ad extensions (now called 'assets' by Google) are additional pieces of information that expand your ad and give searchers more reasons to click. They're free to add and can increase your click-through rate by 10-20%, which also improves your Quality Score and lowers your cost per click.
Sitelink extensions are the most impactful. Add links to your most important pages - 'See Our Reviews', 'View Pricing', 'Emergency Service', and 'Our Service Areas'. These give searchers multiple paths into your website and make your ad take up more space on the results page, pushing competitors further down.
Call extensions add a clickable phone number to your ad on mobile devices. For service businesses where phone calls are the primary conversion, this is non-negotiable. You can also set call extensions to only show during your business hours so you don't miss calls that come in after hours.
Location extensions show your business address and distance from the searcher. Structured snippet extensions let you highlight your specific services (e.g., 'Services: Boiler Repair, Central Heating, Radiator Installation'). Callout extensions add short trust statements like 'Gas Safe Registered', 'No Call-Out Fee', or '24/7 Emergency Service'. Use all of them - there's no downside.