Google Ad Grants: ad extensions
Ad extensions allow you to provide additional information below your basic ad copy. They take up more space, help your ads stand out and improve clickthrough rate (CTR) and Quality Score.
Sitelinks
For example, with sitelinks you can add links to up to four additional pages below your ad. We use this to promote related content and events. Unlike organic sitelinks, over which you have little control, AdWords sitelinks are fully customizable. Sitelinks are particularly good for your brand campaign because the expanded version with two lines of description are sometimes displayed.
Callout Extensions
We also recommend using callout extensions, structured snippets and call extensions (if you have a phone number). Callout extensions are plain text. Unlike sitelinks, they’re not links. Google recommends writing callout extensions in sentence case. They are a great way to include more detail that you couldn’t fit into the main ad text, such as the date and location of an event, the types of services your charity offers or calls to action. We aim to have 4-6 callouts per campaign, but note that not all of them will be displayed at once.
Structured Snippets
Structured snippets are similar to callout extensions, but give you the freedom to list more items in a group. Most of the structured snippets are aimed at more commercial advertisers, but you can use the “Types” category to list related terms. For example, you could list the different types of rooms you have available for hire.
Call Extensions
Call extensions display your phone number. Mobile users will be able to click on this number and call you directly from the ad. This can be useful if your charity offers an advice hotline service or if you receive donations over the phone. If you are planning to use this feature, we recommend warning whoever will be answering the number to check if they have the capacity to deal with an increased number of calls.
More Information
Further Reading
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Changes to Meta Advertising will impact charity campaigns in 2025
Jemma Notley Client Partner (Charity Sector)
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