What are Google Callout Extensions? How to Use Them + Proven Examples

Google callout extensions allow advertisers to add more information to text ad campaigns in Google Ads. These short snippets of text aren’t clickable, but they highlight key benefits or offers at no additional cost. Read on for expert tips on how to use them.

Looking for a “cheat code” to make your ads stand out at the top of Google search results? With Google callout extensions, your search ads can capture attention and earn more clicks.

But before you can leverage this feature, you need to know how to use it. In this article, we’ll cover everything you need to understand about callout extensions.

What are Google Ads callout extensions?

Google callout extensions are additional pieces of text included below your search ad’s headline or description.

Also known as callout assets, these non-clickable snippets promote offers or share information about products and services.

While callout assets aren’t interactive, they do give you extra opportunities to get your message across in search results at no additional cost.

Above, the Pact callout extensions give prospects additional reasons to click and shop, highlighting features like “Organic Cotton,” “Eco-Friendly Packaging,” and “Fair Trade Certified.”

“Callout extensions are a super simple way of cramming in extra ad text to your existing ad, a ‘cheat code,’ if you will,” explains digital marketing expert Steven Dang. In practice, they’re great for calling out extra features or differentiators about your product or service.

“In [my] own field experience using callout extensions, [I] almost always see a lift in clickthrough rate (CTR),” says Dang, “most likely because taking up more real estate draws the eye and helps you to stand out among a stack of competing advertisers.”

Key features

Callout extensions are a type of Google Ads asset that enhances your ad by highlighting what’s unique about your brand and benefits, such as:

• Free shipping
• Satisfaction guarantee
• 24/7 support
• Try it free
• 20+ years of experience

Some features of callout extensions include:

Non-clickable text: Unlike sitelinks, users can’t click on callout extensions, and they don’t lead to a separate landing page.

Up to 10 per ad: However, Google generally shows between 2-6 at a time.

Created at the account, campaign, or ad group level: Callouts set at the account level are broad and apply to all possible ad groups. (If your business offers free shipping on all products, you could create that callout at the account level.)

For specific features or offers related to a product or service, use callouts at the campaign or ad group levels.

Customizable by device: They can display on desktop, tablet, and mobile devices.

Only appear in the top sponsored results: Search ads that appear below the top of the search engine results page (SERP) don’t feature callout extensions.

25-character limit: Although it’s best practice to stay below 15 characters.

When and where callout extensions appear

Google Ads displays callout assets when they’re more likely to drive the desired result.

While you create callout extensions and manage them from your account, the Google algorithm determines when your callouts appear and in what formats.

Keep in mind that callout assets can appear alongside other assets you’ve enabled in Google Ads. Below, callout assets like “No CC Required” and “No Contract Needed” appear above structured snippets (“Types”) and clickable sitelink assets like “HubSpot Pricing” and “Sign Up Free.”

Why use callout extensions?

Google callout extensions grab users’ attention and drive ad performance by hitting their specific pain points and needs. Here’s why they’re useful:

• Maximizes visibility: Expand your ad’s presence on SERPs by adding extra text through these extensions. More real estate means less space for your competitors.
• Expands your message: While Google Search Ads have a text limit, callout extensions allow you to elaborate on your ad copy and messaging.
• Highlights value: Showcase your unique selling points to draw in your target audience with a tailored message.
• Flexible and customizable: Adjust your callouts for mobile, set their display times, and pick their locations precisely. Include broad or granular details based on account, campaign, or ad-group levels.
• Control costs: Callout extensions aren’t clickable, so they don’t increase your advertising costs.
• Improves Ad Quality Score: The more comprehensive your ads are, the better their quality will be. Ad Quality is a factor in Ad Rank, which determines if and where ads show on the search results page.

How to set up Google callout extensions

Creating callouts is a straightforward process in your Google Ads account:

1. Open your Google Ads account and click on the “Campaigns” icon.
2. In the section menu, find and click on “Assets” from the dropdown menu.

1. Click on the “+” button to add a new asset, then select “Callout.”

1. In the “Add to” dropdown menu, you can choose whether to add the callout at the account, ad group, or campaign level. If you’re creating a new callout, “Account” is already set as the default option. Simply type your text into the “Callout text” field.

1. You can click the “Add callout text” link to add 10 or more assets. Remember, as many as 10 can appear in a single ad.
2. You can click “Advanced options” to set a device preference (such as mobile-only callouts)
3. Click “Save” to complete the process and close the extensions tab.

How to schedule callout extensions

By default, callout assets are eligible to appear 24/7. To limit when they appear, adjust their schedule:

Open the “Advanced options” panel.

Choose a start date or an end date. If you want extensions to appear only during certain times, set specific days and hours.

How to edit callout extensions

Once you’ve created these assets, you can edit existing callout extensions at any time by accessing them from your Google Ads asset table.

How to disable callout extensions

Disabling a callout extension is a temporary measure, allowing you to stop it from showing without deleting it entirely.

You can disable any callout extension directly from the asset table. Click to change the status from “Enable” to “Pause.”

How to remove callout extensions

To permanently delete a callout extension in Google Ads and prevent it from displaying on any ad, remove it from your account.

From the asset table, change the status from “Enable” to “Remove.”

Expert tips for using callout extensions

“[I] recommend including callout extensions whenever possible.”
says Dang. “The most egregious mistake with callout extensions is one of omission.”

Here are tips to keep your ads looking sharp and your message crystal clear:

1. Keep it short: “Because the character limit for each callout extension is not very long, we recommend being as succinct and to-the-point as possible,” says Dang. “Free Shipping” beats “Enjoy our free shipping” any day. To keep text short, aim for 12-15 characters.
2. Be specific: Be clear and direct. Say “20% Off All Shoes” instead of just “Big Sale.”
3. Use sentence case: Google and people tend to prefer sentence case over title case.
4. Use impactful language: “When writing callout extensions, it’s important to think of these as a distillation of the handful of features or differentiators you most want to call attention to,” explains Dang.
5. Address your audience’s needs directly: Use callouts like “Gluten-Free Options Available” to touch on their pain points.
6. Monitor metrics with Google Ads custom reports: Use data to test and track which callouts work best.
7. Customize scheduling for relevance: Consider seasonality, such as “Winter Clearance Sale.” Set a schedule to ensure they only display when relevant based on the time of day, day of the week, or time of year.
8. Pair callouts with other extensions: “Ad extensions only serve to bolster the appeal and depth of your ad,” says Dang. “While they can go with any of the other ad extensions, they most commonly go with sitelink extensions or price extensions.”

Google’s callout extension guidelines

It’s crucial for your callout extensions to adhere to Google’s guidelines. This will help your callout extensions get approved in the first place and perform at the levels you planned.

Here’s a breakdown of key points to remember:

• Avoid attention-grabbing punctuation/symbols: Refrain from using excessive exclamation marks or symbols that don’t contribute to the message. Stick to %, &, and + when needed.
• No emojis: Keep your text professional and clean. Emojis aren’t permitted.
• Avoid repetition: Ensure your callout text is unique and not repetitively used across other callouts, ad text, or site links within the same ad group, campaign, or account.
• Trademark policy: Check that you have the necessary approvals for any trademarked terms used within your callouts.
• Follow ad guidelines: Follow guidelines for Google ad sizes and character limits.

Callout extension examples: B2B

Clear communication of value and professionalism is key in B2B. You can benefit by using callouts to highlight specific advantages, services, or credentials that set your business apart, such as:

• 24/7 Customer Support
• Bulk Order Discounts
• Easy to Use Software
• Custom Solutions Available
• Auto Syncs Across Devices
• Dedicated Account Manager
• Schedule a Demo
• Ideal For 100+ Employees
• Integrates with XYZ
• Free Trial Available

Assets like “Customize Workflows” and “Set Dependencies” stand out to prospects who want to know what they can accomplish with Asana’s product. (Image: Google Search)

B2C callout extension examples

In B2C, it’s important to create a personal and immediate connection with the customer.

Use callouts to display ecommerce deals like money-back and discounts, benefits like price matching, or features that lead to a landing page for that product.

Callouts could include:

• Free Shipping
• 24/7 Customer Support
• Easy Returns
• Exclusive Deals
• New Arrivals
• Limited-Time Offers
• Loyalty Rewards
• Customer Reviews
• Handpicked Selection
• Eco-Friendly Options

Callouts like “Top-Rated” and “#1 Pick” capture the attention of prospects looking for ratings and reviews. (Image: Google Search)

Case study: How callout assets improved advertising outcomes

NurseRegistry needed more qualified clients while also lowering customer acquisition costs. To tackle this issue, the healthcare professional marketplace partnered with HawkSEM’s Google Ads consultants to implement a paid search strategy enhanced with callout extensions.
The results:

• Doubled the number of qualified clients
• Cut cost per acquisition by 46%
• Increased conversion rates by 32%

Read more about their journey to success here.

Why aren’t my callout extensions showing?

Google decides when to display callout extensions, so they won’t appear for every impression.

If you set up your callouts inside your account, they are still functioning.

How much do callout extensions cost?

There is no additional cost for using callout extensions. When you add callout assets to an ad, you still pay the same cost per click (CPC) for Google Ads PPC (pay-per-click) campaigns.

Think of them as an optimization tool. Adding callout extensions can actually make your PPC marketing campaigns more cost-effective. By enhancing your ad performance and potentially increasing CTRs, you get more value from each click.

As a result, you can use your ad budget, especially in competitive industries. Remember, the key factors determining your CPC include industry competition, the relevance of your ads, and the quality of your landing pages.

The takeaway

Google Ads callout assets allow you to include valuable additional information in your search ads at no additional cost. They are a powerful enhancement to your ad copy and other assets, like call extensions.

With the tips and examples above, you can create relevant callouts that speak to your target audience and improve your CTR.

Ready to make your Google Ads campaigns work harder than ever? Reach out to HawkSEM to level up your advertising strategy with callout extensions. We’re your partner for PPC, SEM, and SEO campaigns.

This article has been updated and was originally published in February 2024.