Schedule your FREE growth strategy session

If your website generates over $20k per month, let’s chat. We’ll discuss your goals and figure out how we can help your business get to its next stage of revenue and growth. 

Client feedback

Mac Steer
Mac SteerSims Direct Owner
Read More
“Almost $4 million in revenue from basically nothing.”
Matt Childs
Matt ChildsWine Stash
Read More
“[They] helped us to more than 10x our conversions while decreasing the amount we're spending on Adwords almost every day.”
Ellen McCaleb
Ellen McCalebHeadwaters Studio
Read More
"My conversion rate went from like 1.83 to over 9%."
Pat Langley
Pat LangleyVaikobi
Read More
“We've been using them for just over a year now and we've had incredible success. We've grown our online business 145% and achieved a ROAS of 4.9. Fantastic return on investment!”
Read More
"Our ROI's went from 88% to 275%, which is huge."

Over 1.4 million views and growing fast on YouTube

We’re proud to be helping thousands of ecommerce business owners by giving the most digestible, battle-tested advice to be found online about succeeding with Google Ads.

Be sure to follow our channel to stay in the loop.

Blog Post Image KC (16)

How to create callouts on Google Ads

Callouts (previously called: Callout extensions) are a great way to improve your copy and increase click-through rates from your search ads. 

You may have heard the term, but are you still wondering: What are Google Ads callouts? Reason to find out what they are, how to set them up, and why you should consider using them in your Google Ads listings.

What are Google Ads callouts?

Google Ads callouts are bits of text that appear below your ads description. They were previously called “Callout extensions” but have since been renamed by Google to “Callouts,” which fall under their “Assets” grouping. 

You can add them at three levels: account, campaign, or ad group. These snippets let you include additional information about your products, services, or business. For example, if you have unique offers to promote, like free shipping or 24-hour service, then callout extensions are the best way to show that to users. It also helps you differentiate yourself from your competitors.

Google Ads Callouts

Benefits of using callouts

Using callouts can increase your click-through rate (CTR). The reason is that it takes up more real estate on the search engine results page (SERP). In addition, Google Ads callout extensions often bring attention to discounts, key points, value propositions, and actions.

This additional information pushes users toward a decision or the next action step. The terms aren't clickable, so adding them won't cost you any extra, and you can improve your results without stretching the budget.

How to create callouts

The process of creating callout extensions is similar to that of Google sitelinks. Follow along with the instructions below for a hassle-free implementation. 

Log in to your Google Ads account and navigate to the left-hand menu. Next, click on “Ads & assets,” then “Assets.” When the “Assets” screen opens, it displays all the active extensions you have set up.

Click on Assets

Click on the big blue plus button to add a new asset. A list of available extensions will appear. Choose “Callout” from the list.

Callout Asset

On the new page, you'll see a form on the left-hand side to fill in your callout details, and on the right-hand side of the screen, there is a preview of your layout. At the top of the page is an option to switch between mobile and desktop views. You can create a new callout or use an existing one.

Details of Callout

Click on the “Add to” list, which activates the dropdown list. Here you can decide if you want to add the callout at the account, campaign, or ad group level.

Callout Levels

If you add the callout at the campaign level, a new window opens with a list of available campaigns.

Choose Google Ads Campaign

If you want to schedule your callouts, click on “Advanced options,” where you can set the time of day, start and end dates for your Google Ads callouts.

Google Ads Callouts Advanced Options

Once you've added all the details you want, click “Save.” You'll now see the callouts listed on the main “Assets” page.

Top tips for effective Google callouts

Using callouts within your Google Ads listings is an easy way to increase the chances of more clicks. Keep the following in mind when creating callouts.

  • When you write the copy for your callouts, be creative. You want them to stand out, so consider using symbols or numbers in your callout assets. Most marketers only use letters, but you can include characters such as %, &, and + to grab attention. 
  • Only show crucial information in short blurbs that prompt people to act and click on the ad. You can use the space to highlight features, benefits, or specials. 
  • Use the Google Ads statistics dashboard to track your callouts' performance. 

Add these assets at the ad group level for best results. If you add them at the campaign or account level, Google can use them with any ads within campaigns or ad groups. If you had them at the ad level, then Google would use them specifically for that set of ads.   

Examples of extensions for ecommerce

Ecommerce searches usually have similar pain points. These include shipping costs, product availability, product offerings, and pricing. Most of the callouts that will cover these queries will fit into the available space. Here are some examples of callout assets that work well for ecommerce businesses.

  • Quality guaranteed.
  • Satisfaction Guarantee
  • Attractive & Affordable
  • 25% Off Clearance Items
  • Customization leader
  • 1-2 day shipping
  • Free shipping
  • Spring Arrivals are Here
  • Shop Best Sellers
  • Top Designer Collections
  • Price Matching

Of course, you can tweak the above suggestions to fit within your product or brand. For example, seasonal callouts work well for stores that sell products specifically for certain times of the year, for example, beach towels in summer. 

Stating that you are a licensed brand reseller is a great way to establish credibility and entice people to click through if you sell legitimate branded products. In addition, if you offer free shipping, include this in the callouts. It's one of the most common assets used by the majority of ecommerce stores. 


The Google Ads platform has a plethora of tools available to help boost your ad listings, and it would be foolish to ignore them. Since many of them enhance your ad space and don't cost extra, it only takes some creative thinking to boost CTR but not break the budget. Plan your callouts, and include details highlighting product benefits or unique information that will prompt users to click on your listing.

Share this article:

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

'How To Write Successful
Google Ads'

Google Ad Ebook Cover
We are committed to protecting your privacy, as described in our Privacy policy.
Sam single blog pages

I hope you enjoy reading this article.

If you want us to help you scale up your ecommerce business, book a free strategy call.

Subscribe to Our Newsletter to Improve Your eCommerce Digital Marketing!

Thank you for your interest in our newsletters. We will send you only the most important news and updates. No spam, we promise.

We are committed to protecting your privacy, as described in our Privacy policy.

What’s your goal today?

1. Hire us to grow your ecommerce store

We’ve generated millions for our clients, using the methods we’ve developed over years with a singular focus on Google Ads for ecommerce. To discover how we can help grow your business:

Claim your FREE website strategy session with one of our renowned experts.

2. Learn & develop your ecommerce skills

Watch our highly regarded YouTube channel, followed by over 23,000 store owners and ecommerce learners from around the world.

You can also subscribe to our weekly email newsletter to get real-world tested growth and optimization strategies, as well as notifications on anything you may need to know as an ecommerce store owner.

Browse our blog, written and structured to be the best resource in the world for anyone starting and growing their online store. It includes strategy guides, setup instructions, checklists, and tools.

Explore our KeyCompendium, which is a comprehensive wiki of digital marketing terms. Many readers have commented on the usefulness of this content.

3. Join our team

If you want to join our team—or discover why our team members love working with KeyCommerce—then see our “Careers” page.

4. Contact us

We help ecommerce store owners around the world, so get in touch!