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How to Use Google Ads Extensions to Dominate Roofing Search Results

How to Use Google Ads Extensions to Dominate Roofing Search Results

You’ve written great ad copy. Your headlines are compelling. Your descriptions are clear. You launch your campaign feeling confident.

Then you search for your own keyword to see how your ad looks.

And your heart sinks.

Your ad is tiny—just three lines of text squeezed between competitors whose ads take up half the screen. They have phone numbers, links to specific pages, star ratings, and bullet points of benefits. You have… three lines of text.

What’s the difference? They’re using ad extensions. You’re not.

Here’s what most roofing companies don’t realize: Ad extensions can literally triple the size of your ad on the search results page. They make your ad more clickable, more credible, and more dominant. And the best part? They’re completely free to use.

The data speaks for itself:

  • Ads with extensions get 10-15% higher click-through rates
  • Extensions can lower your cost per click by 10-20%
  • Ads with extensions take up 2-3× more screen space
  • Mobile ads with call extensions get 8-10% more calls

Extensions are the difference between this:

━━━━━━━━━━━━━━━━━━━━━━━━
Ad

Roof Replacement | [City]
Free estimates. Licensed and insured.
www.yourcompany.com
━━━━━━━━━━━━━━━━━━━━━━━━

And this:

━━━━━━━━━━━━━━━━━━━━━━━━
Ad • ⭐⭐⭐⭐⭐ 4.9 ★★★★

Emergency Roof Repair | [City]
Same-Day Service | 24/7 Available
Free Estimates | Licensed & Insured

Storm damage? Leak? We respond fast. 
Licensed local roofers with 20+ years.

Most repairs same day. Call now or 
schedule online. Financing available.

📍 Manhattan Beach, CA
📞 (555) 123-4567

Emergency Repairs | Roof Replacement
Free Quote | See Our Work

✓ 500+ 5-Star Reviews
✓ Licensed & Insured  
✓ Same-Day Service
✓ Lifetime Warranties
━━━━━━━━━━━━━━━━━━━━━━━━

Which one would YOU click?

In this guide, I’ll show you every extension available for roofing companies, exactly how to set them up, and the specific strategies that make them work.

Let’s make your ads impossible to ignore.

What Are Ad Extensions? (And Why They’re Free Money)

Ad extensions are additional pieces of information you can add to your Google Ads that appear below your main ad copy.

Why Google Offers Them (And Why You Should Use Them)

Google’s motivation:

  • Better ads = more clicks
  • More clicks = more revenue for Google
  • So they give you tools to make better ads

Your benefit:

  • Bigger, more visible ads
  • More clickable elements
  • Lower cost per click (better Quality Score)
  • Higher conversion rates

They’re completely free. You only pay when someone clicks, just like regular ads. But extensions make people MORE likely to click, and Google rewards you with lower costs.

How Extensions Affect Your Ad Rank

Extensions improve your Ad Rank, which determines your position and cost.

Ad Rank Formula (simplified):

Ad Rank = Bid × Quality Score × Extension Impact

Translation: Good extensions can help you beat competitors who bid higher but don’t use extensions.

Example:

Competitor:

  • Bid: $30
  • Quality Score: 7
  • No extensions
  • Ad Rank: 210

You:

  • Bid: $25
  • Quality Score: 8
  • Great extensions (+15% boost)
  • Ad Rank: 230

You win the auction and pay less. That’s the power of extensions.

The 8 Essential Ad Extensions for Roofing Companies

Let’s go through each extension type with roofing-specific examples.

1. Call Extensions (The Money-Maker)

What It Is

Adds your phone number to your ad. On mobile, it becomes a click-to-call button.

Desktop:

📞 (555) 123-4567

Mobile:

[📞 Call] (Large clickable button)

Why It’s Critical for Roofing

70-80% of roofing searches happen on mobile.

When someone’s roof is leaking or they need emergency service, they’re on their phone, and they want to call NOW. One tap and they’re talking to you.

The stats:

  • Mobile ads with call extensions get 8-10% more calls
  • Emergency keywords convert highest via phone (not forms)
  • Phone leads close at 30-40% vs. 15-25% for forms

How to Set It Up

Step 1: In Google Ads

  • Click “Ads & Extensions” → “Extensions”
  • Click the blue “+” button → “Call Extension”

Step 2: Add Your Info

  • Phone number: Your main business line
  • Country code: United States (+1)
  • Show on: Mobile AND Desktop

Step 3: Call Reporting (CRITICAL)

  • Enable “Call Reporting”
  • Shows you which keywords drove calls
  • Counts calls as conversions
  • Set minimum call length: 30 or 60 seconds

Step 4: Schedule (Optional)

  • Set business hours when you answer
  • Don’t show at 3 AM if you don’t answer then
  • Or show 24/7 if you have answering service

Best Practices for Roofing

✅ Use a local number (not 800 number)

  • People trust local businesses
  • “(555) 123-4567” beats “(800) 555-ROOF”

✅ Have someone answer immediately

  • First company to answer gets 70%+ of emergency jobs
  • Use call forwarding, answering service, or rotation

✅ Track calls as conversions

  • Calls lasting 60+ seconds = likely qualified lead
  • Count them in your ROI calculations

✅ Show 24/7 for emergency campaigns

  • Even if you have voicemail, show the number
  • Let them leave a message

❌ Don’t disable on desktop

  • Many people search on computer, then call from phone
  • Having number visible helps

Advanced: Call-Only Ads

For mobile emergency searches, create call-only ads that ONLY show on mobile and ONLY allow calling (no website visit option).

Perfect for: “emergency roof repair,” “24/7 roofer,” “roof leak now”

Why: Eliminates friction. One tap = call.

2. Sitelink Extensions (The Traffic Driver)

What It Is

Links to specific pages on your website that appear below your ad.

Example:

Emergency Repairs | Roof Replacement | Free Quote | See Our Work

Each is clickable and goes to a different page.

Why It’s Powerful

Gives people options:

  • Some want to see your work
  • Some want pricing
  • Some want to call
  • Sitelinks let them choose their path

Makes your ad bigger:

  • Takes up more real estate
  • Pushes competitors down
  • More clickable elements = higher CTR

Improves relevance:

  • Someone wants emergency service → clicks “Emergency Repairs” sitelink
  • Better user experience = better Quality Score

Roofing-Specific Sitelink Strategies

Emergency Repair Campaign Sitelinks:

  1. Emergency Service → /emergency-roof-repair/
  2. Call Now 24/7 → tel:(555)123-4567
  3. Storm Damage → /storm-damage-repair/
  4. Free Inspection → /free-inspection/

Roof Replacement Campaign Sitelinks:

  1. See Our Work → /portfolio/ or /gallery/
  2. Free Estimate → /free-estimate/
  3. Financing Options → /financing/
  4. Customer Reviews → /reviews/ or Google Reviews page

General/Branded Campaign Sitelinks:

  1. Roof Replacement → /roof-replacement/
  2. Roof Repair → /roof-repair/
  3. About Us → /about/
  4. Contact Us → /contact/

How to Set Up Sitelinks

In Google Ads:

  • Extensions → Sitelink Extensions → “+”

For Each Sitelink:

  • Sitelink text: 25 character limit
    • Good: “Emergency Repairs”
    • Bad: “Click Here For Emergency Roof Repair Services”
  • Description 1: 35 characters (optional but recommended)
    • “Available 24/7 | Same-Day Service”
  • Description 2: 35 characters (optional)
    • “Licensed & Insured | Free Quotes”
  • Final URL: Where it goes
    • https://yourcompany.com/emergency-repair/

Create 8-10 sitelinks so Google can rotate and test which perform best.

Best Practices

✅ Use action words

  • “See Our Work” not “Gallery”
  • “Get Free Quote” not “Estimates”
  • “Call Now” not “Phone”

✅ Mobile-specific sitelinks

  • “Call Now” with phone number URL
  • “Get Directions” with maps URL
  • “Text Us” if you have texting

✅ Match to landing pages

  • Each sitelink should go to a relevant, specific page
  • Not all to homepage

✅ Update seasonally

  • Spring/Summer: “Book Your Summer Install”
  • Fall: “Pre-Winter Roof Inspection”
  • Storm season: “Storm Damage Assessment”

❌ Don’t use duplicate text

  • Google won’t show duplicates
  • “Free Estimate” and “Free Quote” are too similar

3. Callout Extensions (The Trust Builder)

What It Is

Short snippets of text (25 characters each) that highlight benefits or features.

Example:

✓ Licensed & Insured • Same-Day Service • 500+ 5-Star Reviews • Lifetime Warranties

Why They Work

Callouts build credibility at a glance.

People scan search results in seconds. Callouts let you cram in trust signals without using up your ad copy character count.

Think of them as: Bullet points of awesomeness.

50+ Callout Ideas for Roofing Companies

Trust/Credibility:

  • Licensed & Insured
  • BBB A+ Rated
  • 500+ 5-Star Reviews
  • GAF Master Elite
  • Owens Corning Preferred
  • 20+ Years in Business
  • Family-Owned & Operated
  • Locally Owned
  • Background-Checked Crews

Speed/Availability:

  • Same-Day Service
  • 24/7 Emergency Service
  • Available Weekends
  • 2-Hour Response Time
  • Fast Scheduling
  • We Answer Our Phone
  • No Voicemail Runaround

Quality/Warranty:

  • Lifetime Warranties
  • Workmanship Guarantee
  • Premium Materials Only
  • Quality Guaranteed
  • Certified Installers
  • Manufacturer Certified

Service:

  • Free Estimates
  • Free Inspections
  • No Hidden Fees
  • Transparent Pricing
  • Financing Available
  • Insurance Claim Help
  • All Major Insurance Accepted
  • Written Estimates

Competitive:

  • Price Match Guarantee
  • Beat Any Written Estimate
  • Best Price Promise
  • No Subcontractors
  • Direct Employees Only

Local:

  • Serving [City] Since [Year]
  • Your Neighbors Choose Us
  • Local Family Business
  • 100% Local

Results:

  • 5,000+ Roofs Installed
  • 10,000+ Satisfied Customers
  • 99% Customer Satisfaction

How to Set Up Callouts

In Google Ads:

  • Extensions → Callout Extensions → “+”

Add callouts:

  • Text: Up to 25 characters
  • Create 8-12 so Google can rotate

Organize by theme:

  • Set A: Trust signals (Licensed, Insured, Rated, Reviews)
  • Set B: Speed/Service (Same-Day, 24/7, Fast Response)
  • Set C: Value (Free Estimates, Financing, Warranties)

Apply at different levels:

  • Account-level: General callouts (Licensed, Insured)
  • Campaign-level: Service-specific (Same-Day for emergency campaigns)
  • Ad group-level: Ultra-specific (Storm Damage Specialists)

Best Practices

✅ Use numbers when possible

  • “500+ 5-Star Reviews” not “Great Reviews”
  • “20+ Years Experience” not “Experienced”

✅ Mix trust and urgency

  • Trust: Licensed, Insured, Rated
  • Urgency: Same-Day, 24/7, Fast

✅ Update for seasonality

  • Summer: “Book Before We’re Booked”
  • Storm season: “Storm Damage Specialists”
  • Winter: “Winter Special Pricing”

✅ Avoid generic phrases

  • “Quality Work” (everyone says this)
  • “Affordable Prices” (vague)
  • “Professional Service” (duh)

❌ Don’t repeat what’s in your ad

  • If ad says “Licensed & Insured,” use different callouts
  • Maximize unique info

4. Structured Snippet Extensions (The Category Showcaser)

What It Is

Pre-defined categories that let you list your services, brands, or types.

Example:

Services: Roof Replacement, Emergency Repairs, Storm Damage, Inspections

Categories Relevant to Roofing

Services: (Most common for roofing)

  • Roof Replacement
  • Roof Repair
  • Emergency Repairs
  • Storm Damage
  • Inspections
  • Maintenance
  • Gutter Services
  • Skylight Installation

Types: (For material-specific campaigns)

  • Asphalt Shingles
  • Metal Roofing
  • Tile Roofing
  • Slate Roofing
  • Flat Roofing
  • TPO Roofing

Brands: (If you’re certified)

  • GAF
  • Owens Corning
  • CertainTeed
  • Malarkey
  • IKO

Styles: (For residential focus)

  • Residential
  • Commercial
  • Multi-Family
  • New Construction

How to Set Up

In Google Ads:

  • Extensions → Structured Snippets → “+”

Select:

  • Header: “Services” (most versatile)
  • Values: Add 4-10 items

Example for Emergency Campaign:

Header: Services
Values: Emergency Repairs, Leak Repair, Storm Damage, 
24/7 Service, Same-Day Repairs

Example for Replacement Campaign:

Header: Services
Values: Roof Replacement, Asphalt Shingles, Metal Roofing,
Free Estimates, Financing

Best Practices

✅ Use the “Services” header most often

  • Most flexible
  • Lets you list what you do

✅ Keep parallel structure

  • All nouns: “Replacement, Repair, Inspection”
  • Not mixed: “Roof Replacement, Repairing, We Inspect”

✅ Match to campaign focus

  • Emergency campaign: Emergency-focused snippets
  • Replacement campaign: Replacement-focused snippets

❌ Don’t mix categories weirdly

  • “Services: Asphalt Shingles, Emergency, GAF, Residential”
  • This is confusing

5. Location Extensions (The Local Trust Builder)

What It Is

Shows your business address, distance from searcher, and link to directions.

Example:

📍 123 Main Street, Manhattan Beach, CA
2.3 miles away

[Get Directions]

Why It’s Important for Roofing

People want LOCAL roofers.

Showing your address proves you’re actually local, not some national call center.

Benefits:

  • Builds trust (you’re nearby)
  • Shows distance (convenience)
  • Links to Google Maps (easy directions)
  • Shows on map results
  • Displays hours if you add them

How to Set Up

This connects to Google Business Profile:

Step 1: Set up Google Business Profile

  • If you haven’t, claim your business on Google
  • Add address, hours, photos

Step 2: Link to Google Ads

  • In Google Ads: Tools → Setup → Google Business Profile
  • Link your profile

Step 3: Enable Location Extensions

  • Extensions → Location Extensions
  • Should auto-populate with your GBP info

Best Practices

✅ Keep GBP updated

  • Correct address
  • Current hours
  • Recent photos

✅ Add service area

  • In GBP, specify areas you serve
  • Helps with targeting

✅ Respond to reviews

  • Reviews show in GBP
  • Active response = credibility

❌ Don’t use if you work from home

  • Service area business, not physical location
  • Set up as service area, not address

6. Price Extensions (The Transparency Builder)

What It Is

Shows specific services with prices directly in your ad.

Example:

Roof Inspection: From $150
Leak Repair: From $500
Shingle Replacement: From $8,000

Should Roofing Companies Use This?

It depends.

Use Price Extensions if:

  • You have set pricing for specific services
  • Roof inspection: $200
  • Gutter cleaning: $150-$300
  • You want to filter price shoppers
  • You compete on transparency, not being cheapest

Don’t use if:

  • Every job is custom quoted
  • You don’t want to advertise prices
  • You’re not the cheapest (prices might scare people off)

Example Price Extension Setup for Roofing

Header: Services

1. Free Roof Inspection
   Price: Free
   Description: Comprehensive 20-point inspection
   
2. Emergency Leak Repair
   Price: From $500
   Description: Same-day emergency service
   
3. Roof Replacement
   Price: From $8,000
   Description: Full tear-off and replacement
   
4. Gutter Installation  
   Price: From $1,200
   Description: Seamless gutter systems

Best Practices

✅ Use “From” pricing

  • “From $8,000” not “$8,000”
  • Gives you flexibility

✅ Offer one “Free” item

  • Free inspection
  • Free estimate
  • Attracts clicks

✅ Be honest

  • Don’t lowball to get clicks
  • Realistic starting prices

❌ Don’t scare people with high prices

  • If you’re premium, this might backfire
  • Test it

7. Review Extensions / Seller Ratings (The Credibility Bomb)

What It Is

Two types:

A) Seller Ratings (Automatic) Google automatically shows star ratings if you have:

  • 150+ reviews across the web
  • 3.5+ star average

Shows as:

⭐⭐⭐⭐⭐ Seller Rating: 4.8/5 • 245 reviews

B) Review Extensions (Manual) You manually add a quote from a review or publication.

Example:

"Best roofer in [City]" - [Publication Name]

How to Get Seller Ratings (The Automatic Ones)

You need:

  • 150+ Google reviews OR
  • Reviews across multiple platforms (Yelp, BBB, etc.)

How to get there:

  1. Actively collect reviews from every customer
  2. Make it easy: Send email with direct link
  3. Ask at the right time: Right after job completion
  4. Respond to all reviews (good and bad)

Timeline:

  • If you have 50 reviews now
  • Collect 3-5 per week
  • Hit 150 in 6-8 months
  • Seller ratings appear automatically

How to Set Up Review Extensions (Manual)

Requirements:

  • Must be from reputable third-party source
  • BBB
  • Industry publication
  • News article
  • Major review site

NOT allowed:

  • Customer testimonials (Google rejects these)
  • Made-up quotes
  • Your own website

Setup:

  • Extensions → Review Extensions → “+”
  • Add quote: “Best roofer in [City]”
  • Source: [Publication Name]
  • Source URL: Link to review/article

Example:

Quote: "Top-rated roofing contractor in Manhattan Beach"
Source: Beach Magazine
URL: https://beachmagazine.com/top-contractors/

Best Practices

✅ Focus on getting to 150 reviews

  • Seller ratings > manual review extensions
  • Automatic, prominent, trustworthy

✅ Use specific quotes

  • “Best roofer” better than “Good service”

✅ Keep it short

  • 67 character limit
  • Make every word count

❌ Don’t fake it

  • Google verifies sources
  • Will reject and possibly penalize

8. Promotion Extensions (The Limited-Time Offer)

What It Is

Highlights special offers or promotions.

Example:

🎉 Spring Special: $500 Off Roof Replacement
Valid through May 31, 2025

When to Use for Roofing

Seasonal promotions:

  • “Spring Special: 10% Off Roof Replacement”
  • “Pre-Winter Discount: Free Gutter Inspection”

Slow season:

  • “Off-Season Pricing: Save $500”
  • “January Special: 15% Off”

Storm recovery:

  • “Storm Victims: Free Emergency Inspection”
  • “Insurance Deductible Assistance”

New customer:

  • “$100 Off First Service”
  • “Free Roof Inspection for New Customers”

How to Set Up

In Google Ads:

  • Extensions → Promotion Extensions → “+”

Fill in:

  • Occasion: Select from dropdown (Holiday, Event, or none)
  • Promotion: “Spring Special” or custom
  • Details: “$500 Off Roof Replacement”
  • Start/End Date: When promotion runs
  • Final URL: Where to go (landing page with offer details)

Best Practices

✅ Use real, limited-time offers

  • Creates urgency
  • Drives action

✅ Be specific

  • “$500 Off” better than “Big Savings”
  • “15% Off” better than “Discount”

✅ Match landing page

  • If ad says “$500 off,” landing page must say same
  • Google checks for consistency

❌ Don’t run year-round

  • If it’s always on sale, it’s not a promotion
  • Lose urgency and credibility

❌ Don’t fake it

  • Honor what you advertise
  • Legal and ethical issue

Mobile-Specific Extensions

For mobile (where 70-80% of roofing searches happen), some extensions are extra powerful:

Call Extensions

  • Becomes large “Call” button
  • One tap to dial
  • Highest impact extension for mobile

Location Extensions

  • “Get Directions” button
  • Opens in Google Maps
  • Super convenient

Message Extensions (Advanced)

  • Allows text messaging
  • “Text Us” button
  • Good for people who don’t want to call

Setup:

  • Extensions → Message Extensions
  • Business name: Your company
  • Message text: “Hi, I need a roofing estimate”
  • Business phone number with texting enabled

Extension Combinations: The Domination Strategy

Use ALL applicable extensions together for maximum impact.

The Full Stack for Emergency Campaigns:

✅ Call Extension (phone number)
✅ Sitelink Extensions (4 links)
✅ Callout Extensions (trust signals)
✅ Structured Snippets (services)
✅ Location Extension (address)
✅ Seller Ratings (if you have 150+ reviews)

Result: Your ad takes up 60-70% of mobile screen, 40-50% of desktop screen.

Example: Maximum Extension Ad

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Ad • ⭐⭐⭐⭐⭐ Seller Rating: 4.8/5 • 487 reviews

Emergency Roof Repair | [City] | Available 24/7
Same-Day Service • Licensed & Insured • Free Inspection

Storm damage? Leak? We respond fast within 2 hours. 
Licensed local roofers with 20+ years experience.

Most emergency repairs completed same day. Work with 
all insurance companies. Call now: (555) 123-4567

📍 Manhattan Beach, CA • 2.3 miles away
📞 (555) 123-4567

[Emergency Repairs] [Storm Damage] [Free Inspection] [Our Work]

Services: Emergency Repairs, Leak Repair, Storm Damage, 
Insurance Claims, 24/7 Service

✓ Licensed & Insured • Same-Day Service • 500+ 5-Star Reviews
✓ 24/7 Availability • Free Estimates • All Insurance Accepted

[Get Directions]
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Compare to basic ad with no extensions:

━━━━━━━━━━━━━━━━━━━━━━━━
Ad

Emergency Roof Repair | [City]
Fast service. Licensed and insured.
www.yourcompany.com
━━━━━━━━━━━━━━━━━━━━━━━━

Which one dominates? The first one. By a mile.

Extension Performance Tracking

How to See What’s Working

In Google Ads:

  • Ads & Extensions → Extensions
  • Click on each extension type
  • See:
    • Impressions
    • Clicks
    • CTR
    • Conversions

What to look for:

High performers:

  • Sitelinks with high CTR → Create more similar ones
  • Callouts that show often → Keep them
  • Call extensions with lots of calls → Optimize for phone

Low performers:

  • Sitelinks with 0 clicks in 60 days → Pause or rewrite
  • Callouts that never show → Try different ones

A/B Testing Extensions

Test different sitelinks:

Version A:

  • See Our Work
  • Free Estimate
  • Call Now
  • About Us

Version B:

  • Before/After Photos
  • Get Free Quote
  • Emergency Service
  • Customer Reviews

Run both for 30 days, see which gets more clicks.

Common Extension Mistakes

Mistake #1: Not Using Extensions at All

Impact: Your ad is tiny, competitors dominate you

Fix: Set up at minimum: Call, Sitelink, Callout extensions

Mistake #2: Sending All Sitelinks to Homepage

Impact: Wastes the benefit of sitelinks

Fix: Each sitelink should go to specific, relevant page

Mistake #3: Generic Callouts

❌ “Quality Service”
❌ “Great Work”
❌ “Affordable”

Fix: Specific, provable callouts ✅ “Licensed & Insured”
✅ “500+ 5-Star Reviews”
✅ “Same-Day Service”

Mistake #4: Not Updating Seasonally

Your sitelinks from June:

  • “Summer Special”
  • “Book Before We’re Booked”

It’s now December, still showing these = looks dated

Fix: Review and update quarterly

Mistake #5: Too Many Sitelinks About You

❌ All sitelinks:

  • About Us
  • Our History
  • Meet the Team
  • Our Mission

No one cares about you. They care about their problem.

✅ Better:

  • Emergency Repairs
  • Free Estimate
  • See Our Work
  • Call Now

Mistake #6: Forgetting Mobile

Testing on desktop but 80% of traffic is mobile.

Fix: Preview ads on mobile, ensure extensions work well on small screens

Extension Approval Issues

Google reviews all extensions and sometimes rejects them.

Common Rejection Reasons:

1. Excessive punctuation

  • “Call Now!!!” (too many exclamation points)
  • Fix: “Call Now”

2. Capitalization

  • “FREE ESTIMATE” (all caps not allowed except for acronyms like “GAF”)
  • Fix: “Free Estimate”

3. Promotional language in wrong places

  • Can’t use “Sale” in sitelink text
  • Fix: Use promotion extension instead

4. Trademark issues

  • Using competitor names improperly
  • Check trademark guidelines

5. Mismatched URLs

  • Sitelink says “Free Estimate” but goes to About page
  • Fix: Ensure landing page matches sitelink

How to Fix Rejected Extensions

Check disapproval reason:

  • Extensions tab shows “Disapproved” with reason

Edit and resubmit:

  • Fix the issue
  • Save
  • Google re-reviews (usually within 24 hours)

If unclear:

  • Google Ads support can explain
  • Check policy center

Advanced Extension Strategies

Strategy 1: Schedule Extensions for Business Hours

For call extensions:

  • Only show when someone answers
  • Monday-Friday 8am-6pm
  • Or 24/7 if you have answering service

Why: Don’t waste clicks from people who call when you’re closed

Strategy 2: Device-Specific Extensions

Mobile-only:

  • Message extensions (texting)
  • Call extensions with aggressive bidding
  • “Call Now” sitelinks

Desktop-only:

  • Longer descriptions
  • More sitelinks (desktop shows more)

Strategy 3: Geo-Targeting Extensions

If you serve multiple cities:

Create location-specific sitelink sets:

For Dallas searches:

  • “Dallas Roof Repair”
  • “Serving Dallas Since 2005”

For Fort Worth searches:

  • “Fort Worth Roof Repair”
  • “Serving Fort Worth Since 2005”

More relevant = higher CTR

Strategy 4: Campaign-Specific Extension Sets

Emergency Campaign Extensions:

  • Callouts: “Available 24/7,” “Same-Day Service”
  • Sitelinks: “Emergency Repairs,” “Call Now”

Replacement Campaign Extensions:

  • Callouts: “Financing Available,” “Lifetime Warranty”
  • Sitelinks: “See Our Work,” “Free Estimate”

Match extensions to campaign intent.

The Extension Hierarchy

Apply extensions at different levels for flexibility:

Account Level (Applies to everything)

  • Call extension (your main phone number)
  • Location extension
  • Basic callouts (Licensed, Insured)

Campaign Level (Service-specific)

  • Sitelinks for that service
  • Service-specific callouts
  • Structured snippets

Ad Group Level (Hyper-specific)

  • Keyword-specific sitelinks
  • Ultra-targeted callouts

More specific = higher relevance = better performance

Your Extension Setup Checklist

Week 1: Set Up Essentials

☐ Call extension (with call reporting)
☐ 4-8 sitelinks
☐ 6-10 callouts
☐ Location extension (if applicable)

Week 2: Add More

☐ Structured snippets
☐ Additional sitelinks (total 10-12)
☐ Additional callouts (total 12-15)

Week 3: Optimize

☐ Review performance
☐ Pause low performers
☐ Test new variations

Ongoing:

☐ Update seasonally (quarterly)
☐ Add new services as sitelinks
☐ Respond to seller rating reviews

The Bottom Line

Extensions are free. Not using them is leaving money on the table.

The difference between an ad with extensions and one without:

  • 10-15% higher CTR
  • 10-20% lower CPC
  • 2-3× more screen real estate
  • Significantly more calls and conversions

Your competitor is using them. If you’re not, they’re dominating you in search results.

Set them up once, optimize quarterly, reap benefits forever.

That’s smart advertising.