What Are the Different Types of Callouts in Google Ads?

Callout extensions in Google Ads are a powerful way to add extra information to your ads without increasing costs. These short, attention-grabbing snippets help highlight key features, benefits, or offers, making your ads more compelling and informative.

Understanding how to use different types of callouts can help you improve ad performance, increase CTR (click-through rate), and drive more conversions.

What Are Callout Extensions in Google Ads?

✔️ Callouts are non-clickable text snippets that appear below your main ad copy.
✔️ They highlight promotions, services, or unique selling points.
✔️ Unlike site links, they don’t link to a page—they are purely informational.
✔️ You can add up to 10 callouts per ad, though Google typically shows 2 to 6 at a time.

💡 Example of a Google Ads Callout:
"Free Shipping | 24/7 Customer Support | Money-Back Guarantee | No Setup Fees"

Different Types of Callout Extensions in Google Ads

1. Value-Based Callouts (Promotions & Discounts)

✔️ Best for e-commerce, service providers, and local businesses offering deals or incentives.
✔️ Encourages clicks from price-conscious users.

💡 Examples:
✔️ 50% Off First Order
✔️ Free Shipping on Orders Over $50
✔️ Exclusive Online Discount

2. Feature-Based Callouts (Product or Service Benefits)

✔️ Highlights key product or service features that make your offering unique.
✔️ Works well for SaaS, technology, and service-based businesses.

💡 Examples:
✔️ Advanced AI-Powered Analytics
✔️ Waterproof & Scratch-Resistant
✔️ Seamless Cloud Integration

3. Trust & Credibility Callouts (Social Proof & Guarantees)

✔️ Builds trust by showing certifications, awards, or guarantees.
✔️ Ideal for finance, healthcare, and legal industries.

💡 Examples:
✔️ Rated #1 in Customer Satisfaction
✔️ 100% Money-Back Guarantee
✔️ Certified Google Partner

4. Service & Convenience Callouts (User Benefits & Support)

✔️ Highlights fast delivery, flexible policies, or customer service perks.
✔️ Best for local services, retail, and hospitality businesses.

💡 Examples:
✔️ 24/7 Customer Support
✔️ Same-Day Appointments Available
✔️ Easy Returns & Exchanges

5. Competitive Advantage Callouts (Stand Out from Competitors)

✔️ Showcases why users should choose you over competitors.
✔️ Works for industries with a lot of competition (marketing, real estate, home services).

💡 Examples:
✔️ No Hidden Fees
✔️ Locally Owned & Operated
✔️ Fastest Response Time in the Industry

Best Practices for Using Callout Extensions

✔️ Use Multiple Callouts – Add 4 to 6 callouts to give Google flexibility.
✔️ Keep It Short & Impactful – Each callout must be under 25 characters.
✔️ Test Different Combinations – Rotate callouts to see which perform best.
✔️ Be Specific & Actionable – Avoid generic phrases like "Best Quality"—be more detailed.
✔️ Align with Your Landing Page – Ensure callout messages match your offer for consistency.