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Callout Extensions

What are callout extensions?

Callout extensions are additional snippets of text that you can add to your Google Ads campaigns.

They appear below the main ad text and provide an opportunity to highlight key selling points, unique features, promotions, or special offers related to a product or service.

By using callout extensions you can increase the visibility and relevance of ads by providing extra information to potential customers.

These snippets are typically limited to 25 characters each and can be added at the account, campaign, or ad group level.


The owner of a popular bakery is running a Google Ads campaign to promote freshly baked goods.

They decide to use callout extensions to highlight their unique offerings.

The callout extensions they include are:

  • “24/7 Freshly Baked”
  • “Wide Variety of Flavors”
  • “Gluten-Free Options”
  • “Custom Cake Orders”

By incorporating these callout extensions, the bakery effectively communicates its key selling points and appeals to potential customers looking for specific features in baked goods.

How to make the most your of callout extensions

To make the most of callout extensions, keep the following in mind:

  • Relevance: Ensure the callout extensions are relevant to the ad and align with the user's search intent.
  • Highlight Unique Selling Points: Use callout extensions to showcase unique features, benefits, or promotions that set your product or service apart from competitors.
  • Conciseness: Keep the callout text concise and focused, maximizing the impact within the limited character count.
  • Test and Optimize: Regularly test different callout extensions to identify which ones drive the best performance and optimize based on the results.

Extra considerations for callout extensions

When utilizing callout extensions, it is essential to consider the following aspects:

1. Ad Positioning: Callout extensions may not always appear in the same position or on all devices. Monitor their performance and adjust bid strategies accordingly.
2. Character Limits: Remember the character limits for callout extensions and craft concise and compelling messaging within those constraints.
3. Relevance and Quality: Ensure that the callout extensions are highly relevant to the ad and provide valuable information to users, maintaining high-quality standards.


Can I use callout extensions for all types of Google Ads campaigns?

Yes, you can use callout extensions for Search, Display, and Video campaigns within Google Ads.

How many callout extensions can I add to an ad?

You can add up to 10 callout extensions per ad, but Google may not show all of them.

Are callout extensions free to use?

There is no additional cost for using callout extensions. You only pay for clicks on the main ad.

Related Terms


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