What Are Callout Extensions in Google Ads?

In the competitive landscape of online advertising, making your ads stand out is crucial for driving higher click-through rates (CTR) and increasing conversions. One of the most effective tools available in Google Ads to enhance ad visibility and convey additional value is the Callout Extensions feature. But what exactly are Callout Extensions, and how can they improve your campaigns? In this comprehensive guide, we delve into every aspect of Callout Extensions to help you harness their full potential.

Understanding Callout Extensions

Callout Extensions are snippets of additional text that appear alongside your standard Google Ads. They allow advertisers to highlight unique selling points, key business features, or special offers that may persuade users to click on the ad. Unlike other extensions that link to specific pages, callouts provide extra context and value without requiring a separate link.

For example, a callout might say:

• “Free Shipping”

• “24/7 Customer Support”

• “Money-Back Guarantee”

These brief but powerful phrases are designed to capture attention and communicate important benefits that differentiate your business from competitors.

Key Benefits of Using Callout Extensions

• Enhanced Ad Visibility: Callout Extensions increase the size of your ad, making it more prominent and easier to notice.

• Improved CTR: By providing additional information, callouts make your ads more relevant and compelling, leading to higher engagement and therefore increasing your Click-Through-Rate.

• Customization and Flexibility: You can customize callouts at the account, campaign, or ad group level to align with specific promotions or messaging.

• No Additional Cost: There is no extra charge for using Callout Extensions—you only pay for the standard clicks on your ad.

How to Manage Callout Extensions

Creating Callouts

1. Log in to your Google Ads account and click the Campaigns icon.
2. In the side menu, click the Assets drop-down and choose Assets.
3. Filter your assets by displaying only Callouts in the toolbar
4. Click the plus button (+) 
5. Use the “Add to” drop-down menu to specify whether the callout applies to the account, campaign, or ad group level.
6. To create a new callout, enter your text in the Callout text field.
7. If using an existing callout, select the Use existing option and choose from the list.
8. Click Save to apply your callouts.

Step by step in images below.

Editing Callouts

1. Access your Google Ads account and click the Campaigns icon.
2. Navigate to the Assets section from the drop-down menu.
3. Switch to the Table view and select Association.
4. Choose Callout from the toolbar menu.
5. Find the callout you want to change, click the pencil icon next to it, and select Edit.
6. Update the callout text as needed, then click Save. Changes will apply across all associated ad groups and campaigns.

Step by step in image below.

Scheduling Callouts

1. Open your Google Ads account and select the Campaigns icon.
2. Click on Assets in the side menu
3. Switch to Association from the table view.
4. Choose Callout from the toolbar.
5. Click the pencil icon next to the desired callout and select Edit.
6. Expand the Advanced options menu.
7. Under Start date, select a date for when the callout should appear.
8. Repeat the process for an end date if needed.
9. Use the Add Schedule button to define additional time periods for callout display.
10. Click Save to finalize your schedule.

Step by step in images below.

Removing Callouts

1. Sign in to your Google Ads account and click the Campaigns icon.
2. Navigate to the Assets section using the drop-down menu.
3. Choose Callout from the toolbar
4. Check the boxes next to the callouts you want to delete.
5. Click Remove in the toolbar, then confirm your action.

Step by step in image below.

Best Practices for Effective Callout Extensions

1. Use Action-Oriented Language

Choose words that encourage action or highlight clear benefits. Examples include:

• “No Hidden Fees”

• “Exclusive Discounts”

2. Be Specific and Relevant

Generic phrases add little value. Tailor your callouts to highlight unique advantages:

• Instead of “Great Service,” use “Award-Winning Customer Service”

3. Avoid Repetition

Each callout should provide distinct information. Repeating the same point across multiple callouts dilutes the impact.

4. Leverage Seasonal and Time-Sensitive Promotions

Promote special deals or events to create urgency:

• “Limited-Time Offer”

• “Holiday Sale Ends Soon”

5. Test and Refine

Regularly analyze performance data and adjust callouts for optimal results. Use A/B testing to compare different messaging strategies.

Examples of High-Performing Callout Extensions

Consider the following examples of callouts that drive engagement:

• For E-commerce: “Free Shipping on Orders Over $50,” “Hassle-Free Returns”

• For Service-Based Businesses: “Locally Owned and Operated,” “Certified Technicians”

• For SaaS Companies: “99.9% Uptime Guarantee,” “Scalable Solutions for Any Business”

How Callout Extensions Affect Ad Rank and Quality Score

Google Ads uses a combination of Ad Rank and Quality Score to determine your ad’s position and cost per click (CPC). While Callout Extensions do not directly influence Quality Score components such as ad relevance or landing page experience, they contribute to overall ad performance and user engagement—key factors in determining Ad Rank. Higher CTRs driven by well-crafted callouts can indirectly improve your Quality Score over time.

Common Mistakes to Avoid

1. Overloading with Callouts

Avoid cluttering your ad with too many callouts. Focus on a few impactful messages that add real value.

2. Using Vague or Redundant Phrases

Generic statements like “Best in Class” offer little differentiation. Be specific and direct.

3. Neglecting Regular Updates

Keep your callouts fresh by updating them to reflect current promotions, seasonal events, or evolving customer needs.

Conclusion

Callout Extensions are a powerful and cost-effective way to boost your Google Ads performance. By providing additional context and emphasizing unique selling points, they enhance ad visibility and drive higher engagement. Implementing best practices and avoiding common pitfalls will ensure you maximize their impact on your campaigns. You should be all set with Callouts, now have a look at Sitelink extensions for Google Ads.

FAQ – What Are Callout Extensions in Google Ads