Google is always adding new extensions to their ads — and one of the newer extensions that’s available for everyone is callout extensions.

I’ve been using callout extensions in all of my campaigns lately and have yet to find any cases where the CTR didn’t increase (even if only slightly) when the callout extensions were added.

But, if you’re like me and you work with lots of different clients and accounts, you may sometimes struggle to add in enough callout extensions to let Google rotate and optimize your ads for the maximum CTR.

I’ve been carefully collecting these through my own searches as well as ones that have been performing well for me personally in my testing. This is by no means a scientific test, but here is a list of tons of great callout extensions that you can use with your clients Google Ads account. Before you dig in, or if you’re not familiar with what callout extensions are or the best practices, read on from Google’s official description.

Tips from Google Ads:

Keep text short: Using a maximum of 12-15 characters is ideal. This increases the amount of callouts that can show and gives Ads more callouts to choose from. Think of a callout as a bullet point, rather than a complete sentence. Try “Free shipping” instead of “We have free shipping.”

Be specific: Where appropriate, try to use specific details to help a potential customer decide whether your site contains the information they’re looking for:

• “4.7in LED display” vs. “Large LED display”
• “34 MPG max mileage” vs. “Great fuel economy”

Capitalize words sparingly: We’ve learned that ads see better performance with callouts that use sentence case rather than title case, i.e.:

• ”100% silk” vs. “100% Silk”

Ecommerce

Up first is the most common (but easiest in my opinion) industry. Ecommerce searches usually have similar pain points — shipping costs, product availability, competitive pricing and depth of product offerings. All of the callout extensions I researched fit into those common ecommerce pain points well. I searched for common items like golf clubs, NFL football jerseys and Nike shoes to see what bigger Ads accounts are utilizing for their callout extensions.

• Attractive & Affordable
• Guaranteed Satisfaction
• 30% Off Clearance Items
• Customization leader
• 1-2 day shipping
• Free shipping
• Over 250,000 Team Items
• Officially Licensed Gear
• Satisfaction Guarantee
• Spring Arrivals are Here
• Shop Best Sellers
• Top Designer Collections
• Price Matching

Some of the examples above can be quickly tweaked. The Spring arrivals extension could work well as you rotate it throughout the season, especially in stores where seasonality creates more searches for certain products or if seasonal releases are common. Using callout text to make sure the customer is purchasing legitimate, authentic products is also a great use for callout extensions. Adding that copy into the main copy of the ad would feel a little forced, but working it into the callout can ease a searchers mind before clicking. Of course, the most common extension usage I saw for ecommerce was shipping information — free shipping was by far the most common extension I saw.

Service Industry

With my research, I found mostly local businesses utilizing Ads with extensions not large national websites. Many ads didn’t have any extensions at all — but the ones that did are listed below. I searched for plumbers, electricians, lawyers and medical related searches in a few large cities.

• Workmanship Guaranteed
• Upfront Pricing
• Licensed Plumbing Experts
• Trusted For 67 Years
• Local Plumbers Since 1947
• Always Available 24/7
• Electrical Experts
• Local Service
• Fast Response
• Affordable Pricing
• Save $350 Before Dec. 25
• Financing Available
• Liposuction Specialists
• History of Results
• 20yrs Combined Experience
• Handle Complex Cases
• No Service Fees
• Immediate Response- 24/7
• Money Back Guarantee
• Plumber/Water Restoration

Some of these were hopelessly sad (the business offering a discount on December 25th purchases when it’s currently March) but others were good. I personally like the “X years of experience” extension as I’ve been using that in a medical-related Ads account lately to great success. Other winners here are the 24-hour availability (great for after-hour calls your clients may be getting) as well as “x years in business” style extensions. In my experience, searchers resonate with long-standing businesses.

Accommodations

These were a mix of more traditional hotel related searches as well as vacation rental searches. I searched in large cites as well as beach-style vacation rental searches. Common OTA’s included Trivago, Hotels.com, Expedia & Kayak. A few of the vacation rental websites were Vrbo, Homeaway as well as many local websites.

• Free Cancellation
• 24/7 Customer Service
• Read Real Guest Reviews
• Save Time and Money
• 700,000+ Hotels Worldwide
• No Ads or Pop-ups
• Best Price Guarantee
• 11+ Million Hotel Reviews
• No Change or Cancel Fees
• Over 300,000 Rentals
• Listings in 190 Countries
• 1,000,000 Unique Listings
• 24/7 Customer Service
• Insurance Up to $10,000
• Peace of Mind Guarantee
• Pet Friendly Rentals
• Homes with Private Pools
• Oceanfront Rentals
• Military Lodging
• Best Rate Guarantee
• Top Customer Service Reps
• Custom Suited Rentals
• Ski & Stay Package Deals
• Expert Friendly Service
• Discounted Lodging Deals

The number-based callout extensions work well and follow Google’s guidelines of being very specific. For large OTAs housing thousands of hotels, it lets the searcher know that they’re in for a “one-stop-shop” and won’t have to search all over to find a great deal.

Insurance

While I’ve never worked on an insurance related paid account, I know they’re a bear in terms of cost per click. Every single advantage you can have, you should be taking advantage of it.

I did searches generally (letting Google geolocate me) for queries like car insurance as well as searches like car insurance new york and other states. The following were being used by large national companies like Allstate, Geico and Nationwide.

• Multiple policy discount
• Many discount offerings
• Switch and save $498/year
• Save up to 40%
• Free online quotes
• 24/7 service
• Local agents
• Fast, Easy Payments
• State Minimum Rates
• Get quotes 24/7
• Free Quote in Minutes
• 75+ Years of Savings
• Free Quotes
• 24/7 Service & Claims
• Mobile App
• Live Reps to Assist
• Save on Average $540
• Quotes in 5 Mins. or Less
• Fast & free
• Local agents

One major element I noticed over and over was the focus on getting quotes quickly. Even if you’re not insurance, any type of lead generation that requires a lot of information (like college or mortgage applications) could benefit from callout extensions mentioning the ease of use to apply.

Software

The software paid marketing landscape can vary in competitiveness depending on the cost of the software. I searched for CRM software, project management applications and social media management tools. All of these are known to have big companies vying for customers with large marketing budgets and have large customer life time values associated with them.

• No Strings Attached
• Where Work Gets Done
• Easy to Use
• Make Things Easy
• Easy To Use
• Trusted By Over 5,000,000
• Collaborate Online
• Try It Free
• World class support
• Deliver projects on time
• Portfolio management
• Over 10 Million Users
• Best Way to Manage Social
• All-In-One Social Tool
• Listen, Engage & Publish
• Collaborate at Scale
• Unbeatable Value
• Everything is Hosted
• Pay As You Go
• Easily Customizable
• Free Product Tours
• 100% Cloud Platform
• Real-Time Data
• Save time billing
• Easy to use
• Work anywhere
• Free trial
• 6 Million Users Worldwide
• Auto Syncs Across Devices
• Complete Security
• Connect on any device
• Flexible plans

Major themes included free trials, no contracts as well as the number of users.

Download For Free

I’ve collected dozens of good extensions and I hope you can take these if you’re stuck and use them with your clients to find the best set-up for you. You can download this entire list as a plain-text file below. Free, no strings attached and no email needed.

Download Callout Extension Examples

If you do get value from the list, a share is always welcome!

Any more you’d like to add? Let me know! Feel free to email conrad at this domain and I’d be happy to add your examples to list and credit you.

PS: I was inspired to create this from those who shared huge AdWords negative keyword lists.