---
title: "Callout Extension"
description: "A Google Ads callout extension adds short, non-clickable phrases below an ad. Learn how it works, see example copy and its impact on click-through rate."
url: "https://nodea.io/en/glossary/callout-extension"
lang: "en"
updated: "2026-07-13"
---

# Callout Extension

> A callout extension is a Google Ads asset that adds short, non-clickable phrases below the ad text to highlight selling points such as "Free shipping" or "24/7 support".

A **callout extension** is a [Google Ads](https://nodea.io/en/glossary/google-ads) asset that adds short, non-clickable phrases below the ad text to highlight the strengths of an offer. Typical callouts include "Free shipping", "30-day returns", "24/7 support" or "Pay on delivery". Their job is to convey extra benefits that did not fit in the main ad text and to make the offer stand out from competitors.

## How a callout extension works

Callouts are short phrases (up to 25 characters each) that Google displays in a single line below the ad's headlines and description. Key characteristics:

- **they are not clickable** — unlike sitelinks, they serve a purely informational purpose,
- **they are selected dynamically** — the system chooses and rotates the callouts that lift performance most in a given context,
- **they can be set at the account, campaign or ad-group level**, and even scheduled for specific days and hours.

Because callouts increase the ad's footprint in results, they help occupy more screen space and thereby draw the user's attention.

## Callout extensions in practice

The callout extension is one of the simplest ways to improve an ad's [click-through rate](https://nodea.io/en/glossary/click-through-rate). Well-written phrases communicate concrete advantages — free delivery, a guarantee, years on the market — and reinforce the [call to action](https://nodea.io/en/glossary/call-to-action). In practice it is best to prepare a pool of several to a dozen varied callouts and let the algorithm test them. Callouts are usually combined with other assets such as the [location extension](https://nodea.io/en/glossary/location-extension), sitelinks and call extensions, building a rich, visually appealing ad as part of a broader [SEM](https://nodea.io/en/glossary/sem) strategy.

### How is a callout extension different from sitelinks?

Callouts are short phrases that are not clickable — they inform and highlight benefits. Sitelinks are clickable links that lead to specific pages of the site. You can use both types in the same ad at once.

### How many callouts should I add?

Google recommends at least four callouts, and ideally six to ten. The system automatically selects and rotates the ones that perform best for a given query, so a larger pool gives it more material to optimise with.

## Related

- [Google Ads](https://nodea.io/en/glossary/google-ads)
- [Location Extension](https://nodea.io/en/glossary/location-extension)
- [CTR (click-through rate)](https://nodea.io/en/glossary/click-through-rate)
- [CTA (call to action)](https://nodea.io/en/glossary/call-to-action)
- [SEM](https://nodea.io/en/glossary/sem)

---

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