Ad Extensions Beyond Sitelinks: Using Every Asset Type in Your Grant Account

Sitelinks are the most well-known ad extension, and they're a compliance requirement (minimum 2). But they're just one of several extension types (now called "assets" in Google Ads) that can make your ads larger, more informative, and more clickable.

Every extension you add gives Google more options to enhance your ads. More information displayed means more screen real estate, which means higher visibility and higher CTR. This matters especially for Grant accounts where ads typically appear below paid advertisers; extensions help your ad compete for attention despite lower positioning.

This guide covers every extension type available to Google Ad Grant accounts, how to set each one up, and best practices for nonprofits.

Key Takeaways - Sitelinks are required; other extensions are optional but highly recommended - Callout extensions and structured snippets are the easiest wins after sitelinks - Call and location extensions are valuable for organizations with physical presence - More extensions = larger ads = higher CTR - All extensions are free to add and don't cost extra when clicked

The Extension Types Available to Grant Accounts

Callout Extensions

What they are: Short, non-clickable text phrases that appear below your ad. Think of them as bullet points highlighting key benefits or features.

Character limit: 25 characters each.

How many: Add 8-10 callouts. Google selects 2-4 to display per impression.

Setup: Ads and assets, then Assets, then +, then Callout.

Great callout ideas for nonprofits:

Best practices:

• Keep each callout to one clear point (not a full sentence)
• Don't duplicate information from your sitelinks
• Mix benefit types: trust, cost, accessibility, impact
• Update quarterly with fresh numbers and seasonal callouts

Structured Snippets

What they are: A header (chosen from a predefined list) followed by a list of values. They show searchers the types of services or features you offer in a structured format.

Available headers: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, Types

Most useful for nonprofits: "Service catalog," "Types," "Courses," "Amenities"

Setup: Ads and assets, then Assets, then +, then Structured snippet.

Examples for nonprofits:

Header: Service catalog Values: "Free Counseling, Job Training, Housing Assistance, Youth Mentoring, Food Distribution"

Header: Types Values: "Dog Adoption, Cat Adoption, Small Animal Adoption, Foster Programs"

Header: Amenities Values: "Free Parking, WiFi, Wheelchair Access, Bilingual Staff, Children's Area"

Header: Courses Values: "ESL Classes, GED Prep, Computer Skills, Financial Literacy, Resume Writing"

Best practices:

• Choose the header that best fits your organization (most nonprofits use "Service catalog" or "Types")
• List 4-10 values per snippet
• Each value should be 25 characters or fewer
• You can create multiple structured snippets with different headers

Call Extensions

What they are: Your phone number displayed alongside your ad. On mobile, it becomes a clickable "Call" button.

Setup: Ads and assets, then Assets, then +, then Call.

When to use them:

• Your organization has a phone line that's actively staffed
• Phone calls are a meaningful conversion (crisis lines, intake lines, information requests)
• You serve a population that's more likely to call than fill out web forms

When to skip them:

• Your phone goes to voicemail most of the time
• Phone calls aren't a valuable action for your organization
• You don't have capacity to handle additional call volume

Best practices:

• Set a schedule that matches your phone hours (don't show a call button after hours)
• Use a trackable phone number if possible (Google can track calls as conversions)
• The phone number should connect to someone who can help the caller, not a general reception line with a maze of options

Location Extensions

What they are: Your organization's address displayed below your ad, with a link to Google Maps.

Requirements: You need a verified Google Business Profile linked to your Google Ads account.

Setup:

1. Claim and verify your Google Business Profile (if you haven't already)
2. In Google Ads, go to Ads and assets, then Assets, then +, then Location
3. Link your Google Business Profile

When they're valuable:

• You have a physical location visitors should come to (shelter, food bank, museum, community center, church)
• You're running Performance Max campaigns (location extensions strengthen Maps placements)
• You serve walk-in clients

Best practices:

• Ensure your Google Business Profile has accurate hours, address, phone, and website
• Add photos to your Business Profile (these may appear in Maps ads)
• Keep your hours updated (especially for holidays)
• If you have multiple locations, each needs its own Business Profile

Image Extensions

What they are: A visual image that appears alongside your text ad in search results.

Requirements: Your account must meet Google's eligibility criteria (typically requires a good compliance history and some account activity).

Setup: Ads and assets, then Assets, then +, then Image.

Image specs:

• Square (1:1 ratio): Required; 1200x1200 pixels recommended
• Landscape (1.91:1 ratio): Optional but recommended; 1200x628 pixels

What to use as images:

• Photos of your programs in action
• Your facility or community space
• Your team at work
• Symbolic images related to your cause

What NOT to use:

• Text-heavy images (overlaid text performs poorly)
• Logos (too small to be effective at this size)
• Generic stock photos
• Blurry or low-quality images

Best practices:

• Upload at least 3-5 images for Google to test
• Images should be bright, clear, and convey your mission at a glance
• Faces and people tend to perform well (when relevant and with permission)
• Update images seasonally

Which Extensions to Prioritize

If you're starting from scratch, add them in this order:

1. Sitelinks (required, highest impact): 6-8 with descriptions
2. Callout extensions (5 minutes to set up, immediate CTR benefit): 8-10 callouts
3. Structured snippets (5 minutes, shows breadth): 1-2 snippets with your services listed
4. Call extensions (if you take calls): Your main phone number with schedule
5. Location extensions (if you have a physical location): Link your Google Business Profile
6. Image extensions (if eligible): 3-5 high-quality photos

How Extensions Improve CTR

Extensions make your ad physically larger on the search results page. A basic ad might take up 3 lines. An ad with sitelinks, callouts, and structured snippets might take up 6-8 lines. More real estate means more visibility, more information, and more clicks.

Google's own data indicates that ads with extensions achieve significantly higher CTR than ads without them. For Grant accounts where 5% CTR is non-negotiable, extensions are one of the easiest levers to pull.

Extensions also don't cost anything extra. You don't pay more when someone clicks a sitelink vs. your main headline. They're purely incremental value.

Audit Your Extensions with GrantMax

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Frequently Asked Questions

Do extensions cost anything extra? No. Extensions are free to add. When someone clicks a sitelink (or any extension link), it counts as a regular click at the same cost. There's no premium for extension clicks.

Will all my extensions show every time? No. Google decides which extensions to show based on expected performance, the searcher's context, and available ad space. Adding more extensions gives Google more options, which increases the chances of showing something useful.

Can I have different extensions for different campaigns? Yes. You can set extensions at the account level (applies everywhere) or campaign level (applies to specific campaigns only). Use account-level for universal extensions (callouts about your organization) and campaign-level for specific ones (event-related callouts for your events campaign).

Are extensions available globally? Yes. All extension types are available to Grant accounts worldwide. Some features (like image extensions) may have eligibility requirements that vary by account history.

Key Takeaways

• Sitelinks are required (minimum 2); all other extensions are optional but recommended
• Callouts and structured snippets are the easiest wins after sitelinks (5 minutes each)
• Call extensions for organizations that take phone calls; location extensions for physical locations
• More extensions = larger ads = higher CTR: every extension improves your compliance safety
• All extensions are free: no extra cost when clicked
• Add in priority order: sitelinks first, then callouts, structured snippets, call, location, images
• Update quarterly with fresh numbers, seasonal messaging, and updated hours

Published: March 2026 | Last Updated: March 2026 | Author: GrantMax Category: Optimizations | Tags: Ad Copy, Account Setup