Getting noticed on Google takes more than just bidding on the right keywords. To truly stand out and attract clicks, your ads need to do more—look bigger, offer more, and provide quick value to potential customers. That’s where Google Ads Extensions, now known as assets, come in. These small but powerful additions help expand your ad's presence on the search results page, giving users more reasons to engage.

At Dog and Rooster, we don’t just build beautiful websites—we create full-funnel digital strategies that turn clicks into real results. In this article, Google Ads Extensions: Maximizing SERP Real Estate, we’ll show you how to make the most of ad extensions to improve visibility, boost engagement, and get better returns from your ad spend—without increasing your cost per click.

We’ll walk you through the different types of Google Ads Extensions, break down what each one does, and share practical tips you can apply right away. Whether you're new to Google Ads or looking to sharpen your current strategy, this guide is here to help you make every ad impression count.

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What Are Google Ads Extensions?

Google Ads Extensions are enhancements you can add to your search ads, offering users more information, interactive features, or direct pathways to engage with your business—like calling, visiting your website, or filling out a form. These assets help increase visibility and relevance while contributing to a higher Ad Rank.

Why You Should Use Google Ads Extensions

Google Ads extensions are a powerful way to elevate your campaigns and drive better results. By leveraging the right extensions, you can:

• Maximize your presence on the SERP – Occupy more space and push competitors further down the page.
• Increase click-through rates (CTR) – Provide additional, relevant information that encourages users to engage.
• Improve the user journey – Help users find exactly what they’re looking for with less effort.
• Boost your Ad Rank – Google favors ads with well-implemented extensions, offering better visibility at a lower cost-per-click (CPC).

In the sections below, we’ll explore each type of extension and share clear, actionable guidelines for using them effectively.

Guidelines for Using All 12 Google Ads Extensions

1. Sitelink Extensions – Direct Users to the Right Property Pages

Sitelink extensions help guide potential buyers or renters to the most relevant pages on your real estate website—beyond just your homepage. Think links to “Available Listings,” “Schedule a Tour,” “Neighborhood Guides,” or “Financing Options.” Using at least four sitelinks can significantly improve ad visibility. Keep each link action-oriented (e.g., “View Homes for Sale”) and make sure they lead to unique, helpful pages that match user intent.

2. Callout Extensions – Highlight What Sets You Apart

Callout extensions let you promote your real estate advantages in quick, scannable phrases. Use them to emphasize trust-building points like “No Hidden Fees,” “Top-Rated Agents,” or “Virtual Tours Available.” These extensions are ideal for showcasing benefits that make your brokerage or listings stand out. Aim for four to six short callouts per ad group, each under 25 characters, to keep the message clear and engaging.

3. Structured Snippet Extensions – Showcase Property Types or Services

Structured snippets give your audience a categorized glimpse of your offerings. Use headers like “Property Types” or “Services” to list things like “Luxury Homes,” “Condo Units,” “Property Management,” or “Home Valuations.” They’re a great way to set expectations and show your range without overwhelming your ad copy. Just make sure the snippets offer new info that complements, rather than repeats, what’s already in the ad.

4. Image Extensions – Bring Listings to Life

In real estate, visuals make a huge impact—and image extensions allow you to showcase properties directly in your ads. Upload high-resolution, professional photos of homes, neighborhoods, or interiors to grab attention instantly. Stick to brand-aligned, square images (1200x1200) without excessive text or logos. These are especially powerful for promoting luxury properties, new developments, or scenic communities.

5. Call Extensions – Make It Easy to Get in Touch

Sometimes a prospect just wants to talk to someone. Call extensions make it simple by including a clickable phone number in your ad. This is especially useful for high-intent searchers looking to schedule showings or ask about listings. Enable call scheduling so your number appears only during office hours, and use a dedicated tracking number to monitor incoming leads and conversations.

6. Lead Form Extensions – Capture Buyer or Seller Interest Instantly

With lead form extensions, users can express interest without even visiting your site. They’re perfect for collecting contact info for showings, listing alerts, or home valuation requests—right from the search results. Keep the form short (name, phone, email), offer value (like a free neighborhood report or consultation), and personalize the confirmation message to reflect your brand’s tone and trustworthiness.

7. Location Extensions – Show Where You Operate

If your brokerage has a physical office, location extensions help build local trust by showing your address, business hours, and directions right in the ad. These are perfect for real estate offices, especially in walkable or highly trafficked areas. Connect your Google Business Profile to keep information accurate, and use geo-targeting to attract clients in your local market or service area.

8. Affiliate Location Extensions – Promote Partnered Developments

If you’re marketing properties on behalf of developers or within master-planned communities, affiliate location extensions can help. They show potential buyers where partnered listings or model homes are located. These work well when promoting listings across multiple communities or builders. Combine this with local campaigns to help drive in-person visits and increase interest in specific projects.

9. Price Extensions – Offer Transparency in Listings

Price extensions let you display pricing upfront, which is a huge plus for real estate searchers. Show pricing tiers for different property types—like “Condos from $250K,” or “Luxury Homes $1M+.” This helps filter qualified buyers and reduces unnecessary clicks. Make sure the landing pages match the prices shown and keep listings updated to avoid confusion or misalignment.

10. App Extensions – Promote Your Real Estate App

If your real estate brand offers a mobile app for browsing listings or scheduling tours, app extensions are essential. They make it easy for users to download your app directly from the search ad. Use strong CTAs like “Browse Homes on the App” and monitor downloads and engagement. These extensions are especially effective for on-the-go buyers and repeat users.

11. Promotion Extensions – Highlight Limited-Time Offers or Incentives

Promotion extensions are ideal for showcasing limited-time offers—such as discounted closing costs, reduced commissions, or seasonal builder incentives. Real estate professionals can use these during open house weekends, pre-selling events, or holiday promos. Customize your message with Google’s templates (like “Summer Sale” or “New Year Offer”) and ensure your landing page reflects the advertised deal clearly.

12. Automated Extensions – Let Google Help Optimize

For smaller brokerages or teams without a full-time ads manager, automated extensions are a great way to save time. Google's machine learning algorithm adds relevant callouts, sitelinks, and other enhancements automatically. You can run these alongside your manual extensions to broaden your reach. Just be sure to review reports regularly and disable any automated assets that don’t align with your messaging or goals.

How to Add Extensions in Google Ads

Adding extensions is easy and can be done at the account, campaign, or ad group level:

1. Go to your Google Ads dashboard.
2. Select “Ads & assets” in the left panel.
3. Click the Assets tab, then click the “+” icon.
4. Choose the extension type and complete the required fields.
5. Save and apply.

Google will automatically decide when and which extensions to show based on relevance, space, and performance potential.

Frequently Asked Questions About Google Ads Extensions

Do Google Ads Extensions increase cost?

No. You only pay for standard ad interactions, such as clicks or calls.

How many extensions can I use per ad?

You can use multiple types of extensions at once. Google will choose the most relevant ones to show.

Can extensions improve Ad Rank?

Yes. Google considers the quality and relevance of your assets when determining Ad Rank.

Should I use both manual and automated extensions?

Yes. Manual extensions offer more control, while automated extensions can uncover optimization opportunities.

Need Professional Help? Let Dog and Rooster Transform Your Google Ads Campaigns

Using Google Ads Extensions effectively is just one piece of the performance marketing puzzle. At Dog and Rooster, we go beyond the basics to help businesses transform clicks into loyal customers through a comprehensive, full-funnel PPC strategy. With more than 22 years of experience and over 500 successful website launches, our team understands what it takes to drive real results through paid search and digital advertising.

Our approach combines expert copywriting, high-converting design, and data-driven optimization to ensure every element of your campaign works toward a common goal—growth. We build landing pages that convert, develop cohesive SEO and CRO strategies, and implement targeted advertising plans that move the needle. Whether you’re starting fresh or scaling an existing campaign, we bring a proven system to the table.

Our four-step PPC process includes in-depth strategy and planning to understand your market and audience, followed by compelling ad creation and A/B testing to identify what works best. We then refine your audience targeting and apply smart bidding techniques to maximize return on ad spend. And because success doesn't stop at launch, we continuously monitor performance and make real-time adjustments to keep your campaigns optimized.

Call us today at 858-677-9931 to speak with a PPC expert who is ready to help you grow.

Conclusion: Master Google Ads Extensions to Maximize ROI

Mastering Google Ads Extensions is more than just a best practice; it is a strategic advantage. These features improve visibility, clarify your messaging, and increase engagement with potential customers. When used strategically, they improve your ad quality score while also increasing the likelihood of clicks and conversions.

But the real magic happens when extensions are combined with expert-level strategy, copywriting, and optimization, as we offer at Dog and Rooster. With our comprehensive, performance-driven approach, Google Ads Extensions become effective tools for achieving measurable growth and long-term success in your digital campaigns.

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