For businesses incorporating pay-per-click (PPC) advertising into their marketing strategy, Google Ads, previously known as Google AdWords, is a familiar platform. This platform allows your ads to be prominently displayed at the top of search engine results, effectively capturing potential leads.PPC ads are highly effective in generating leads, with a conversion rate 50% higher than organic visitors. Thus, investing in PPC is essentially investing in high-quality leads.While Google Ads is an excellent tool for expanding your business’s lead pool, there are additional features, known as ad extensions, that can enhance your campaign’s performance. These extensions can help convert more leads by providing more detailed information and engaging users.This page will explore six essential Google Ads ad extensions that can optimize your campaign. Continue reading to learn more, or consult our guide for a comprehensive overview of Google Ads fundamentals!For local businesses or those with multiple locations, location extensions are a valuable addition to your Google Ads campaign. These extensions display your business address and map marker, guiding potential customers to your location.Users can view your address and directions directly from the ad, a feature especially convenient for those on the move. Utilizing location extensions is a powerful strategy to attract local customers.For businesses aiming to drive local traffic, the location extension is a must-have. It increases traffic and converts local leads into customers, ensuring your physical business is accessible to potential customers.It’s crucial to use location extensions only if your intent is to bring customers to your physical location. For services like plumbing or electrical work that require a visit to the customer’s home, avoid implying that the customer must come to you.Location extensions are instrumental in driving business to your physical address, attracting and guiding valuable customers.Sitelink extensions provide additional links within your ad, directing users to more specific pages on your website. This feature allows for a deeper understanding of customer preferences and needs.These links can be formatted as a single line or as small paragraphs beneath the ad, depending on Google’s determination. They are particularly useful for seasonal or short-term campaigns, directing users to specific events or promotions.Mobile users benefit from sitelink extensions, as they eliminate the need for multiple page clicks, leading directly to the desired page. This streamlined process increases the likelihood of conversion.The call extension is an effective tool for prompting leads to contact your business directly. By including your phone number in the ad, you encourage potential customers to call, providing a direct line to your business.This extension is valuable for its direct lead-to-business conversion, allowing you to track call volume and ROI. You can also customize the call extension to appear during business hours, ensuring a personal connection with potential customers.For those hesitant to call, the click-to-text extension, or messaging extension, offers an alternative. It allows users to message your business directly from the ad, providing a comfortable and convenient way to engage with potential customers.This extension is ideal for mobile users or those who prefer messaging over calling. It ensures you capture leads who might otherwise be lost due to discomfort with calling.The callout extension is perfect for highlighting key information in your PPC ad. It allows you to add brief, descriptive phrases about your business, services, or products, acting as unique selling points.These attributes, like “free shipping,” “same-day delivery,” or “custom plans,” are key phrases that can entice customers to choose your business. Including these in your ad can significantly impact customer decisions.Structured snippets are an excellent way to add more information to your ad. They allow you to categorize and display information about your products, services, brands, and more, helping to attract the right audience.For example, an HVAC company might include “Services: Installation, Repair, Tune-up, Inspection” in their snippet, informing the audience of the services offered.Automated extensions are ad extensions automatically created and displayed by Google to enhance ad performance. You can review and manage these extensions within your Google Ads account.Google Ads is an effective platform for generating qualified leads. Enhancing your campaign with image extensions can further increase your lead pool.For more insights on running a successful Google Ads campaign, explore our free PPC resources.For a consultation with a PPC strategist, request a free quote or contact us at 888-601-5359.
