Callout extensions add short text snippets to your ads.
They highlight key selling points without requiring a click.
What Callout Extensions Are
Callouts appear below the ad description as short highlighted phrases.
Example: "Free Consultation" | "No Long-Term Contracts" | "500+ Campaigns Managed"
Maximum length: 25 characters per callout.
How many to add: Google recommends 4+. Add 8-10 for variety.
Google Controls When Callouts Appear
Like all extensions: Google decides when to include them.
They are more likely to show when: Your ad is in high positions. Quality Score is good.
Not every impression shows callouts.
Writing High-Converting Callouts
Best callouts are: Specific, credible, and differentiated.
Generic: "High Quality Service" — Says nothing. Everyone claims this.
Specific: "Reduce CPA by 30% in 90 Days" — Specific, credible, measurable.
Three callout categories:
- Proof/credibility: "500+ Clients," "10 Years Experience," "Google Partner Agency"
- Risk reducers: "No Setup Fees," "Cancel Anytime," "30-Day Free Trial"
- USPs: "Dedicated Account Manager," "Weekly Reporting," "24/7 Support"
Callout Extension Hierarchy
Account-level callouts: Apply to all campaigns (brand basics).
Campaign-level: Overrides account-level for that campaign (campaign-specific selling points).
Ad group-level: Overrides campaign-level for that ad group.
Callout extensions and Google Ads ad optimization: yositeup.com
Top comments (0)