---
# System prepended metadata

title: 'Google Callout Extensions: How to Boost CTR and Ad Rank'
tags: [google ads, agrowth]

---

# Google Callout Extensions: How to Boost CTR and Ad Rank
In the crowded Google Ads landscape, success often depends on how efficiently you use limited ad space. Callout extensions give advertisers a no-cost opportunity to communicate more value — turning ordinary ads into highly persuasive messages. By showcasing short, compelling snippets like “Free Shipping,” “No Setup Fees,” or “24/7 Support”, brands can enhance click-through rate (CTR), build trust, and influence Ad Rank without increasing cost per click.
According to Google Ads data, ads that include extensions can see CTR improvements of 10–20%, as users get clearer, more credible information before they click.

What Are Google Callout Extensions?
Callout extensions are short, non-clickable text snippets that highlight additional selling points about your product, service, or brand. They don’t link to other pages — instead, they reinforce the value of your offer and make your ad stand out.
Examples of effective callouts:
Free Shipping Worldwide


No Setup Fees


Money-Back Guarantee


24/7 Customer Support


Unlike structured snippets or sitelinks, which follow specific formats or link to pages, callouts are completely flexible — ideal for highlighting unique selling points (USPs).

Callouts vs. Structured Snippets
While both are text-based extensions, their functions differ:
Feature
Callout Extensions
Structured Snippets
Purpose
Highlight general benefits or offers
List specific categories or details
Format
Free-form text
Header + list (e.g., Brands: Nike, Adidas)
Link
Non-clickable
Non-clickable
Use Case
Flexibility for brand USPs
Organized display of item types

Both can be used together for a richer, more comprehensive ad.

Key Features and Rules
Character Limits
Each callout can have up to 25 characters (including spaces). For best display across devices, Google recommends keeping each between 12–15 characters.
Formatting Restrictions
To ensure approval and readability:
Avoid excessive punctuation or symbols (!!!, ★, etc.)


No emojis or special characters


No promotional text like “50% OFF!” (use price or promotion extensions instead)


No trademarked phrases unless authorized


Placement Levels
You can assign callouts at three levels:
Account level: universal brand claims (“Trusted by 10,000+ users”)


Campaign level: category or seasonal highlights (“Winter Sale Now Live”)


Ad group level: hyper-specific offers (“Free Demo for Startups”)


Google prioritizes the most specific level (Ad group > Campaign > Account).

Scheduling and Device Targeting
Callouts can be scheduled for specific dates or hours, ensuring time-sensitive promotions only appear when relevant. You can also target mobile devices separately — for instance, adding mobile-specific lines like “Call Us Now” or “Easy Checkout on Mobile”.

Key Benefits of Using Callout Extensions
1. Higher CTR and Visibility
By expanding your ad space, callouts make your ads more noticeable. Larger, more informative ads typically earn higher CTR and stronger engagement metrics.
2. Free, Non-Clickable Value Boost
Callouts cost nothing extra. You only pay when users click on your main headline. This makes them one of the most cost-efficient ways to communicate benefits.
3. Improved Ad Rank and Quality Score
Callouts directly influence expected CTR, a key component of Ad Rank. More clicks signal higher relevance, which can lower CPC and improve ad position.
4. Flexible and Scalable Messaging
You can apply consistent callouts across all campaigns (brand-level benefits) while customizing lower-level campaigns with niche-specific features. This helps maintain brand alignment while scaling campaigns efficiently.

How to Add Callout Extensions in Google Ads
Step 1: Navigate to Assets
Go to your Google Ads dashboard → Ads & Assets → Assets.
Step 2: Create a New Asset
Click the blue “+” button and select Callout from the dropdown menu.
Step 3: Choose Application Level
Select whether to apply it at the Account, Campaign, or Ad Group level.
Step 4: Enter Callout Text
Add your callouts — each limited to 25 characters. Examples:
“Free Returns”


“24/7 Live Chat”


“Fast U.S. Delivery”


Step 5: Advanced Options
Use Advanced options to:
Schedule by date or hour


Prioritize device (desktop/mobile)


Set start and end dates for seasonal offers


Step 6: Save and Review
Click Save. Google will review and approve the asset before it begins serving.

How to Edit or Remove Callouts
To edit, go to Ads & Assets → Assets, hover over your callout, and click the pencil icon.


To pause or remove, check the box next to the asset and select Pause or Remove.
 Remember: editing resets performance data, so if you’re testing, create a new version instead.



Best Practices for Effective Callouts
1. Be Specific and Benefit-Oriented
Avoid vague phrases like “Great Service”. Instead, focus on tangible benefits such as “24/7 Support” or “Free Setup”. These convey real value quickly.
2. Use Numbers or Data Points
Quantifiable proof increases credibility:
“Over 1M Customers”


“99% Satisfaction Rate”


“365-Day Warranty”


3. Keep It Short and Scannable
Think of callouts as micro-bullets, not sentences. No punctuation or full stops — just clear, compact value statements.
4. Match Your Ad and Landing Page
Ensure the callout aligns with the primary offer and landing page content. Consistency improves user trust and conversion rate.
5. Create a Variety
Provide at least four callouts per level. The more variations you offer, the more flexibility Google has to serve the most relevant ones for each query.

Pro Tips to Maximize Impact
Match Callouts to Funnel Stage
Top of Funnel: “Free Guide,” “Download Ebook,” “Learn More.”


Middle of Funnel: “No Hidden Fees,” “Trusted by Experts.”


Bottom of Funnel: “Buy Now,” “Ships Tomorrow.”


Rotate and Refresh Regularly
Review your callouts every few months. Seasonal messages, changing offers, or evolving customer expectations require timely updates.
Benchmark Competitors
Manually check search results for your target keywords. See what your competitors emphasize — then differentiate with stronger or more specific claims.
Combine with Other Extensions
Layer callouts with sitelinks and structured snippets. Together, these extensions provide the perfect mix of benefits (callouts), categories (snippets), and deep links (sitelinks).
A/B Test Callouts
Run structured tests comparing “Trust-based” vs. “Offer-based” callouts. Track CTR, conversion rate, and ROAS to identify the highest-performing message themes.

Advanced Tactics for Power Users
1. Ad Group-Specific Callouts
Tailor callouts for each keyword theme.
 Example:
“Women’s Running Shoes” ad group → “Breathable Mesh,” “Lightweight Sole.”


“Business Software” ad group → “CRM Integration,” “Free API Access.”


This precision increases relevance and CTR, directly improving Quality Score.
2. Dynamic Callouts
Google may automatically generate dynamic callouts from your site. Review their performance in the Assets Report — if they perform well, replicate them manually for full control.
3. Dayparting Based on Behavior
Schedule callouts that align with user habits.
B2B Ads: “Book a Demo” (Weekdays, 9–5)


Food Delivery: “Late-Night Orders” (Evenings, 8 PM–2 AM)


4. Integrate with Scripts
Advanced advertisers can use Google Ads scripts to pause, rotate, or update callouts automatically — perfect for large-scale accounts managing dozens of campaigns.

Common Pitfalls to Avoid
Too Generic: “Great Service” or “High Quality” adds no differentiation.


Overstuffing: Avoid long or repetitive text that can cause disapproval.


Mismatched Message: Don’t list callouts unrelated to your ad offer.


Neglecting Mobile Users: Ensure mobile-preferred callouts are optimized for smaller screens.



FAQs
1. Are callouts clickable?
 No. They’re purely informational and designed to enhance the ad’s message, not link elsewhere.
2. Why aren’t my callouts showing?
 Low Ad Rank, missing approval, or too few eligible callouts can prevent them from displaying.
3. How many callouts should I add?
 At least four per campaign or ad group. Google will choose the best combination automatically.
4. Do callouts affect Quality Score?
 Not directly. But they can boost CTR — which improves expected CTR, a major Quality Score factor.
5. Can I use callouts in Performance Max campaigns?
 No. Callout extensions apply to Search and Display campaigns only.

Conclusion
Callout extensions might be small, but their impact is significant. They amplify your ad message, capture attention, and communicate brand value in just a few words — all without increasing cost.
By implementing strong, benefit-driven callouts and keeping them aligned with your ad copy, you can gain higher CTRs, stronger Quality Scores, and better ROI across your entire Google Ads account.

Recommended Resources for Google Callout Extensions
[Google Callout Extensions](https://agrowth.io/blogs/google-ads/google-callout-extensions)
 Step-by-step instructions for creating, optimizing, and testing Google Ads callout extensions.
[Rent Google Ads Agency Account](https://agrowth.io/pages/rent-google-agency-ads-account)
 Access premium agency-tier accounts with expert support, flexible billing, and suspension resistance.