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What Are Callouts In Google Ads And How Do You Use Them?

Callouts in Google Ads are a powerful tool that can greatly enhance the effectiveness of your ad campaigns. These snippets of information provide additional details about your products or services, helping you stand out from your competitors.

But what exactly are callouts and how can you use them to your advantage? In this discussion, we will explore the benefits of using callouts in Google Ads, best practices for their implementation, and provide examples of effective callout extensions.

So, if you’re looking to boost your click-through rates, improve ad visibility, and maximize the impact of your ads, then keep reading to discover the ins and outs of callouts in Google Ads.

Benefits of Using Callouts in Google Ads

Using callouts in Google Ads provides numerous benefits for advertisers. Callouts are ad extensions that allow advertisers to highlight unique selling points and key features of their product or service. These additional lines of text appear below the description line in Google Ads and can greatly enhance the overall ad messaging.

One of the main benefits of using callout extensions is increased ad visibility. By highlighting important information such as free shipping, customer support, or special offers, advertisers can attract the attention of their target customers and stand out from their competitors. This can ultimately lead to higher click-through rates and improved ad performance.

Moreover, callouts are cost-effective and easy to manage. There are no additional charges for using callout extensions, making them an affordable option for any advertiser. They can be easily customized and adjusted at different levels, allowing advertisers to tailor their messaging based on specific campaigns or target audiences.

Additionally, callouts can be particularly valuable for B2B companies. By emphasizing key features and benefits, advertisers can effectively showcase their expertise and attract potential business clients. This can lead to increased conversions and ultimately contribute to the growth of the business.

Best Practices for Using Callout Extensions

To maximise the effectiveness of callout extensions in Google Ads, it is essential to follow best practices and implement strategies that will improve ad quality and visibility. By adhering to Google’s callout extension guidelines, advertisers can create callout extensions that draw attention and highlight specific value propositions. Here are some best practices to consider when using callout extensions:

Best Practices for Callout Extensions
Stick to an even number of callouts for balance and readability.
Keep each callout under 25 characters to ensure they are fully visible.
Use sentence case instead of title case for a more natural and conversational tone.
Provide specific numbers or statistics to make the callouts more impactful.
Skip unnecessary punctuation to maintain a clean and concise appearance.
Customise callout scheduling based on time, day, and holidays to optimise ad performance.
Utilise unique and specific callout text to highlight features and benefits.
Avoid duplicate text across callouts to provide more diverse information.
Regularly monitor and analyse the performance of callout extensions to identify areas for improvement.

How to Create and Add Callout Extensions

To create and add callout extensions in Google Ads, follow these simple steps in your account settings.

  1. Sign in to your Google Ads account.
  2. Navigate to the Ads & extensions tab and click on Extensions.
  3. Click the plus button and select Callout extension from the options provided.
  4. You will have the choice to add the callout at the Account, Campaign, or Ad group level.

Once you have decided where to add the callout, create your new callout by typing in the text box provided. Keep in mind that callouts are limited to 25 characters, so make sure to use concise and impactful language that effectively communicates your message.

It is also important to note that callouts are a great way to differentiate your ad copy and make it stand out in the search results.

After creating the callout, click Save and your new callout will be added to your campaign. Remember that you can add multiple callouts to a campaign, and they will show as a list of benefits or features beneath your ad.

Optimising and Testing Callout Extensions

When it comes to optimising and testing callout extensions in Google Ads, there are several strategies you can employ to maximise their effectiveness and stand out from your competitors. Here are some key tactics to consider:

  • Create unique and specific callout text: To capture the attention of your audience, it’s important to highlight features and benefits that set your business apart. Craft compelling callout text that showcases your unique selling points.
  • Utilise advanced settings and optimisation techniques: Google Ads allows you to customise callout scheduling based on time, day, and holidays. By strategically displaying callouts during peak periods, you can maximise their impact and drive more clicks.
  • Test and track callout extensions: A/B testing is crucial to optimise messaging and utilisation of space. Experiment with different callout variations and monitor their performance to identify which ones resonate best with your audience.
  • Customise at ad group and campaign level: Google Ads experts can optimise callouts by tailoring them at the ad group and campaign level. This allows for more targeted messaging and ensures that your callouts align with the specific goals and objectives of each campaign.
  • Incorporate symbols and numbers: To make your callouts more eye-catching, consider using symbols and numbers. These visual elements can attract attention and help your callouts stand out in a crowded advertising space.

Examples of Effective Callout Extensions

Effective callout extensions can greatly enhance the performance of your Google Ads campaigns by highlighting key features and benefits that set your business apart. These extensions can be created at the campaign or ad group levels, allowing you to tailor them to specific audiences or products. When callouts appear with your text ads at the top of Google’s Search, they provide additional information to potential customers and can significantly impact your Ad Rank.

Some examples of effective callout extensions include:

  1. ’24/7 Customer Support’: This callout is particularly useful for B2B customers who value prompt assistance and assurance that their needs will be met.
  2. ‘Price Matching Guarantee’: For B2C audiences, a price matching guarantee can be a powerful differentiator that appeals to cost-conscious shoppers.
  3. ‘Industry-Leading Solutions’: Highlighting your business’s unique offerings can attract customers who are looking for innovative solutions.
  4. ‘Trusted by Fortune 500 Companies’: Building credibility and trust can be achieved by showcasing partnerships with well-known brands.
  5. ‘Customizable Solutions’: Tailored options are highly valued by customers, and this callout emphasizes the flexibility and personalization your business offers.

Frequently Asked Questions

What’s an Example of an Effective Callout Extension Google Ads?

An example of an effective callout extension in Google Ads is emphasizing 24/7 customer support for B2B customers. This highlights a valuable benefit and can attract attention from potential clients.

What Is the Best Practice for Callout Extensions?

When it comes to callout extensions in Google Ads, it is important to follow best practices to maximise their impact. This includes avoiding common mistakes, optimising for mobile devices, and creating compelling messages that highlight unique selling points. Additionally, A/B testing, integrating with other ad extensions, strategically placing callouts, and measuring their effectiveness are all key factors in achieving optimal ad performance.

What Is the Difference Between Google Ads Structured Snippets and Callouts?

Google Ads callouts provide additional information and benefits about a business or product. They enhance ad visibility, improve ad relevance, and increase click-through rates. Creating effective callout extensions and optimizing them can greatly impact ad performance.

What Does a Callout Ad Extension Provide?

A callout ad extension provides additional lines of text that highlight the unique benefits of a business. These extensions are important in improving ad performance, increasing click-through rates, and can be optimized by creating compelling and tailored callout text.


In conclusion, callouts in Google Ads provide a valuable opportunity to enhance ad copy and differentiate from competitors. By highlighting features and benefits in a limited character space, callout extensions increase click-through rates, improve ad visibility, and add value to ads.

Following best practices and optimizing callout extensions can further enhance their effectiveness.

Overall, incorporating callouts in Google Ads is a strategic way to provide additional information and drive qualified traffic to businesses.