What Are Google Ads Callout Extensions and Why Use Them?

When running Google Search ads, getting clicks isn’t only about how much you bid. In many cases, adding the right details to your ad can make a real difference. These small additions help users understand your business better and feel more confident about clicking through.

That’s where Google Ads components like callout extensions can help. These assets allow you to highlight your business’s important benefits and unique offerings to shoppers. You can use callout assets to highlight phrases like “Free Shipping,” “No Extra Fees,” etc., on your Google Search campaigns, which enables users to get more clarity about your offer. 

But how do you create and manage these callout assets? Moreover, how exactly do they work? Are there any examples from which to draw inspiration? 

To answer all these questions, we have created this detailed guide on Google Ads callouts. Through this blog, we will learn about callout assets in detail, where they appear, how to create them, and whether they can truly make your Google Ads Search campaigns effective.

What Are Google Ads Callouts? 

Google ads callout extensions (now known as callout assets) are short, non-clickable snippets of information that appear with your text ads on computer and mobile devices.

Callout assets are mainly used to highlight your business’s benefits, features, or unique offerings. These enable users to understand what makes your business stand out from your competitors. 

Some important information to know about callout assets includes:

1. You can create these assets at the account, campaign, or ad group level. 
2. Additionally, Google ads callouts can only be added to Search Network campaigns and those Search Network campaigns that are opted into the Display Network. Therefore, if you run any other type of Google ad, such as a shopping ad, you will not be able to leverage these assets. 
3. The text limit of Google ads callouts is 25 characters in most languages. However, it is 12 characters in double-width languages (such as Chinese, Japanese, and Korean). 
4. Depending on the spacing of your callout text characters, browser, and device you are using, Google Ads allows you to create 20 callouts, and up to 10 can show up in addition to the text of your ads.  

Where Do Google Ads Callouts Appear?  

Callout assets appear directly beneath the descriptions of your Google text ads.

Additionally, the appearance of callout assets depends on the device used: 

• On desktop: Callout assets are separated by dots on a computer device. Moreover, these are listed in a single line, which ensures that the layout of these assets is clean. 

• On mobile and tablets: As visible in the Google ad example below, these assets wrap in paragraph form on mobile and tablet devices.

This is to enhance readability for users who are viewing your text ad on devices that have a compact aspect ratio compared to desktop devices.

When Can Callout Assets Not Appear?   

Additionally, we must also understand when callout assets will not show: 

1. As per Google’s official guidelines, if your callout is very lengthy (beyond the character limit they shared) or poorly performing, then it may not appear in a text ad.
2. If you have set a schedule for your callout assets to show by specifying the specific days of the week or times of day when your callouts are eligible to show, then they won’t appear outside of it.
3. Also, if you have created callouts at multiple levels, such as account, campaign, and ad group, then Google will choose to show only the most relevant ones. In such cases, low-priority or irrelevant callouts may not appear in your ads at all.
4. If callouts are not eligible based on their hierarchy, then they won’t appear. For example, if you have created some callouts for a particular ad group, then those won’t appear for another ad group.
5. Lastly, the device type or browser being used also decides if a callout will appear or not. If the layout of the device cannot support showing extra assets due to space constraints, then these assets may not appear.

What is the difference between Callouts, Sitelinks, and Structured Snippets?

Callout assets are often confused with other Google ad assets, such as sitelinks and structured snippets. But it is important to note that there is a difference between these three: 

Asset Type	Definition	Clickable	Applicable To	Format	Examples	Cost
Callout	Short, non-clickable text snippets that make text ads more comprehensive by highlighting the key features and unique offerings of your business	No	Search network campaigns and Search network campaigns opted into the display network.	Short phrases are shown below the ad headline	Free Shipping, 24/7 Support	No cost to add these assets. You are only charged for the clicks on your ads.
Sitelink	Sitelink assets are useful for taking users to specific pages of your website. These are clickable	Yes	Search Campaigns and	Text links with optional 2-line descriptions	About Us, Contact, Shop Men’s Shoes	No extra cost similar to callout assets.
Structured Snippet	Non-clickable text showing a list of offerings grouped under a specific header	No	Ads on the Search Network	Header + values (e.g., “Types: Jackets, Shirts, Hoodies”)	Amenities: WiFi, Parking, Pool	No extra cost similar to callout and sitelink assets.

Types of Google Ads Callout Extensions  

Google offers two types of callout assets: 

1. Standard Callouts: You can manually create standard callouts. For more details about this type of callout, refer to the information shared earlier in the blog. 
2. Dynamic Callouts: Google creates Dynamic Google ads callouts automatically based on the information shared on your website. 

For example, if your landing page mentions important information about your business, like “20 years of experience,” “Certified professionals,” etc., Google will automatically show these phrases in your search ads. 

Also, you must note that these dynamic callouts will only appear in your Search ad when they are expected to improve the overall ad performance. Dynamic callouts can appear alongside standard (manually created) callouts, depending on what’s most relevant to your user’s search. 

If you don’t want dynamic callouts to appear in your ads, you can either switch them off or even remove these assets from the Assets section of your Google Ads account. 

Even though it’s not recommended by Google, advertisers can also opt out of these assets. 

Benefits of Google Ads Callout Extensions 

Now, we will answer another important question: why should you use callout assets in your Search ads? 

What are the benefits Google ads callouts offer?

1. Highlight Your Business’ Value Proposition Quickly: As discussed earlier, these assets help a brand promote any unique offer or benefit to the end users. Therefore, they are helpful in clearly communicating what makes your business stand out. 

This, in turn, will encourage them to visit your landing page and take some desired action, such as exploring and purchasing your product or service.

2. Show Up to 10 Callouts for a Search Ad: This limit allows you to showcase multiple benefits or features of your business or service. 

3. No Extra Cost to Add Callouts: Google doesn’t charge you anything to add callouts to your Search ads. You are only charged when somebody clicks on your ad. This makes these callout assets a cost-effective option to enhance the overall richness and quality of your text ads. 
4. Easy to Update: Advertisers can easily update or edit callouts without pausing their ads. This enables you to keep your ads up-to-date with all your unique offerings, sales, and special offers. 
5. Flexibility: Google also allows you to schedule these callout assets. Yes, you can actually decide at what hour of the day or even on what days of the week you want these callouts to appear on your ads.

This flexibility can be useful, especially during the holiday season when you might need to run multiple seasonal and time-sensitive promotions. At that time, you can create and schedule some callouts, like “Free 2-Day Holiday Shipping” or “Limited-Time Christmas Offers,” to appear only during the sale period.

That will help you display relevant messages at the right time, and that too without editing your ads.

6. Work Across Account, Campaign, or Ad Group Levels: Depending on how general your specific message is, you can create callouts across different levels. This gives you the flexibility to create assets for your overall brand, individual services, or product categories.

How Do Callout Assets Work?  

In general, here’s how callout assets work: 

1. First, you need to decide where you want to add callouts. In Google Ads, the account organization has three layers. These include: 

• At the Account level (includes all campaigns)
• At the Campaign level (made up of collection of ad groups)
• Or at the ad group level (includes related ads and the keywords that trigger them).

With this, you will also decide what type of message you want to share with your callouts. Google recommends that if you want to share a broad message that is applicable to your whole business, such as “24/7 Support,” then you should create a callout related to the same at the account or campaign level.

However, if you want to communicate specific information, like “free shipping,” you should create a callout at the ad group level. 

Also, your callout asset should make sense and respect your account structure. For example, if you wish to create a callout that will be relevant and applicable to all ad groups, then it is better to create it at the account level. At the same time, if a particular callout will only be relevant to a handful of campaigns, don’t create it at the account level. 

2. Then, you can create your callouts and schedule them (which is optional).
3. After that, Google’s system will analyze all the available callouts in your account and pick the most relevant ones to showcase in the results. The order, length, relevance, and past performance (if applicable) of your callouts are factors Google takes into consideration when deciding how many callouts to show or whether a callout will appear or not. 
4. A user searches for a particular query, views your ad, and the additional information shared with callouts. They find your ad relevant and are encouraged to click on it and visit your landing page. 
5. Further, they take the desired action, such as signing up for an email newsletter or purchasing a product from your e-commerce store. 

How to Create Callout Assets? 

We will now go through the process of creating Google Ads callout assets. 

Callout Asset Requirements 

Before we create callout assets step-by-step, we will understand Google Ads’ callout asset requirements. 

1. Avoid unnecessary punctuation or symbols: Google prohibits using unnecessary punctuation marks or symbols added to callouts only to grab users’ attention.

Thus, avoid using “!”, “►”, etc.

2. Do not repeat content: Google strictly advises against the use of excessive or gimmicky repetition of phrases. Every callout should share unique and valuable information. If you repeat words or phrases, then Google will disapprove your ad.

3. Respect Trademark usage: If you include trademarked terms in your callouts, ensure that you have permission to use them.

If you don’t have the right to use a trademark in your callouts, the brand owner may register a trademark complaint with Google. In response, Google may remove your callouts.

Note: Along with these callout asset requirements, it’s also important that you comply with other Google Ads Policies, such as avoiding prohibited content practices or meeting their editorial and technical requirements.

Step-by-Step Process to Create Callout Assets 

Let’s quickly look at the step-by-step process to create Google Ads callouts. 

1. Sign in to your Google Ads account, and click on ‘Campaigns’ from the left-hand side menu. 
2. Click on ‘Assets.’

3. Click on the ‘+’ button. 

4. A modal will appear with the list of all assets that you can create in Google Ads. Select Callouts. 

5. Google Ads will take you to a different window where you can create your callouts. 

6. Click on ‘Add to’ and select the level where you want to create this asset. As discussed earlier in the blog, you can select from these levels: 

• Account 
• Campaign 
• Ad Group 

In our case, we have selected the Ad group level. 

7. Then, you will notice two options: 

• Whether you want to create a new callout
• Or use an existing one. 

The difference between these two options is that if you select ‘Create new’, you will be able to create a callout for an ad group from scratch. When you select ‘Use existing,’ you can select an existing callout and apply it to the whole ad group. 

8. We will select ‘Create New’ and add callout texts. 

As an example, we will assume that we are creating callouts for AdNabu, which is a Shopify product feed management software. 

Here are some callout texts that we will add: 

• Enhance feeds with AI 
• 17% off on yearly plans 
• Bulk edit feeds
• Create GMC feed rules

Note: By default, when Google takes you to the callout creation interface, they will show the space for adding four callout texts. However, if you want to text for more than four callouts, click on ‘Add Callout text’ and you will get more options.

9. If you want to schedule your Callouts (discussed in detail in the section below), you can click on Advanced Options and add a schedule for these assets. 
10. Click Save. 

Tada! We have successfully created our callouts across the Ad Group level! 

It’s important to note that the step-by-step process we have covered above is the primary method that you can use to create callouts through the Assets section. This process enables you to create callouts at the account, campaign, or ad group level. However, you can also create callouts directly when you create a new campaign, ad group, or even a Search ad individually. 

Let’s understand this with an example. We will cover how you can create callouts when creating an individual campaign:

• On the left-hand side menu of your Google Ads account, click on Campaigns and then Ads. 

• Click on the ‘+’ button. 
• Select an ad type. We will go ahead with a Responsive Search Ad. 

• Then, you will have to select the Campaign and Ad Group for New Responsive Search Ads.

• Once you select the ad group, you will be taken to the interface where you can create your Responsive Search ad. Within that interface, once you scroll down, you will find the option to create callout assets. 
• Click on it, and a similar window will open to the one we used in the step above for creating callouts at the account, campaign, or ad group level.

With this process, you can add assets to an individual ad. 

Similarly, when you create a campaign or ad group, you will also have to create an ad. During that setup, you can add callout assets right then and there.

Note: For dynamic callouts, as we had discussed earlier, you can’t create these. Instead, Google automatically creates these.  All you can do to ensure that Google shows dynamic callouts for your Search ads is review if callout assets are active in your account-level automated asset settings. Here’s how to do that:  1. Go to Assets. Click on the three-dot menu and select Account level automated assets. 2. Click on the three-dot menu again and select Advanced Settings.  3. You will see a window open that shows the settings of all account-level automated asset settings, such as Seller Ratings, Dynamic callouts, etc.  4. Dynamic callouts should be ‘On,’ which is also recommended.

Scheduling Callout Extensions

As stated above in the callout creation process, you can also schedule these assets. Let’s learn how: 

1. Follow the same steps that we discussed in the Editing Callouts Extensions up to step 3. 
2. Once the window opens for editing callouts, click on Advanced options. 
3. You will notice different options for asset scheduling. 

These include: 

• Start date and End date: These options allow you to select a start and end date. With these, you can define when your callout should start and stop appearing in your ad. In case you don’t wish to restrict your callouts, you can leave both ‘Start date’ and ‘End date’ as None.
• Day and hours: With this option, you can choose on which specific days would you want your callouts to show. Also, the exact time slots when you would want your callouts to show. 

For example, you can select Mondays to Fridays for days. And 12:00 AM to 12:00 PM for hours. 

• Apply edit to: You can also select if you want to apply this schedule to one particular ad group or across all campaigns and ad groups.

Note: You can’t schedule dynamic callouts, as these appear automatically. 

Removing Callout Extensions  

To remove callout assets: 

1. In Assets, select the box next to the asset you want to remove. 

2. Click Remove, which you will see in the blue bar above. 

3. Select Confirm. 

Note:  The process shared above is useful for removing or pausing dynamic callouts as well.While Google doesn’t recommend it, you can choose to opt out of dynamic callouts. To do this, follow the same steps shared earlier in the “Step-by-Step Process to Create Callouts” (under the Note) to check if dynamic callouts are turned on, and switch them off.  However, you must avoid turning off dynamic callouts, as it can negatively impact your ad performance.

7 Real-World Examples of Google Ads Callout Assets

Now, let’s dive into one of the most important sections of this blog, where we will be discussing some real-world Google ads callout examples: 

First, we will analyze this Squarespace ad and its two callouts. 

Get Started Today 

Unbreakable Creativity 

Let’s discuss the reasons why this callout stands out: 

• Both callouts are within the character limit (25 characters max for most languages) defined by Google for Callout assets.
• Reviewing the whole ad will also reveal that their callouts aren’t repetitive with any other line verbatim. This aligns with Google’s policies on creating callouts. 
• These callouts don’t include any unnecessary punctuation marks, either. 

Now, based on this ad from Websiteplanet we will be looking at three more Google ad callout extensions. 

DIY Website Building 

Unique Templates 

These callouts are of high quality because of the following reasons: 

• They are clear and specific. Both “DIY Website Building” and “Unique Templates” are short, straightforward, and easy to understand.
• Both callouts support the overall ad text. 

The headlines in this text ad highlight that the ad is for a comparison page with four online store builders covered. The headlines also encourage a “do-it-yourself” approach.  

The callouts align with these headlines when they reinforce the message with texts like “DIY Website Building,” which aligns with the self-serve positioning. The “Unique Templates” callout highlights the creative flexibility that you will get with these online builders.

Note: The standout features of the callouts we discussed above for Squarespace’s ad also apply here.

Now, we will be discussing three more callouts from this Emarsys text ad.

View Solutions 

Read Blog

Book A Demo

• You can take inspiration from these three Google ads callouts for their order. They follow the natural progression of a buyer’s journey. So, generally, a buyer would first explore all the solutions that is reflected with the first callout ‘View Solutions.’ Then they might be interested in learning about those solutions in detail, where Reading the blog might help. 

Once a potential buyer has explored all the solutions and acquired the knowledge related to those solutions, they will most likely be interested in booking a demo. The third callout highlights this. 

This flow helps guide users step-by-step toward meaningfully engaging with Emarsys’ business.

Also, as we know, Google considers different factors, such as length, order, etc., of callouts when deciding whether to show them or which ones to display. The strategic sequence of these callouts would have surely improved their chances of being shown in the text ad. 

How to Measure the Performance of Callout Extensions? 

Let’s also understand how we can analyze the performance of callout assets. 

Basically, there are two reports in Google Ads. One under the Associations tab in Assets. The other one is under the Performance tab in Assets. Let’s discuss both of them. 

Associations Tab in Assets

This is where you’ll find a data-driven breakdown of each callout asset. You can view:

• Impressions – how often a callout showed up with your ad
• Clicks – how many times the ad was clicked when the callout was visible
• CTR – to check the effectiveness in attracting attention
• Avg. CPC & Total Cost – how much you’re spending per click
• Conversions & Cost/Conversion – whether the callout is helping drive results
  

How to use these insights?

These numbers help you compare which callouts are supporting your ad performance better. For example, if a callout leads to higher conversions or lower cost per click, it may be worth keeping or replicating across other campaigns. 

On the other hand, callouts with high cost but no conversions can be paused or tested with better alternatives.

Performance Tab in Assets

This report shares the performance of callout assets and the ads they appear in, similar to the report we discussed in the section above. For example, you will find core metrics like impressions, clicks, and cost. 

Note: You must note that Google allows you to customize this performance report. You can click on the Columns icon at the top of the report and other performance, conversion metrics such as Average CPM, Installs per 1000 impressions, etc.

However, the unique part of this tab is the Performance Rating section (as shown in the screenshot below). 

Google uses internal benchmarks to label each asset’s performance into categories:

Rating	What it Means
Best	One of your top-performing assets. Add more like this to increase performance.
Good	Performing well. Keep using it and test additional callouts alongside.
Low	Performing poorly compared to others. Replace or rewrite it to improve results.
Learning	Google is still gathering enough data to rate it.
Unrated (—)	Not enough data or comparisons yet. Could also mean the asset is inactive.

The performance rating tells you not only how a callout is performing but also how well it is performing compared to your other callouts.

For example, let’s say you added two callouts: “Free Estimates” and “Quick Turnaround.”
If “Free Estimates” is marked as Best and “Quick Turnaround” is marked as Low, it means users are clicking more when “Free Estimates” shows up.

So, instead of keeping both, you can:

• Keep “Free Estimates” as it’s working well
• Pause “Quick Turnaround” and maybe try something new like “Same Day Service”

This helps you test better phrases and see what truly connects with your audience.

How to Check the Performance of Dynamic Callouts?

To check the performance of your dynamic callouts, go to the “Account-level automated assets” report in Google Ads.

Here’s how to find it: 

• Click on Campaigns in your Google Ads account
• Go to the Assets section from the left menu
• At the bottom of the Assets page, click Account-level automated assets
• Make sure you’re in Summary view, or this option won’t appear

In the report, the “Clicks” column shows how often users clicked your ad headline when a dynamic callout appeared with it.

This helps you understand if the dynamic callouts Google created are helping your ads get more engagement.

Best Practices for Creating Google Ads Callouts 

Here are some best practices for creating and using callout assets: 

1. Always Start with Account-Level Callouts: Begin by adding general callouts at the account level. These should be broad but still useful across most campaigns, like “24/7 Customer Support” or “Hassle-Free Returns.” This gives you faster and wider asset coverage.

2. Keep Callouts Crisp and Short: Short callouts take less space. This allows you to create more callouts that can appear together. Therefore, always keep your language crisp and sweet when creating callouts. For example, “24/7 Support” works better than “We Offer 24/7 Support.”

3. Be Specific, Not Vague: Details matter. Vague claims like “Best Quality” don’t help users decide. But a precise one like “5-Year Warranty” or “Waterproof Upto 30m” tells them what they’re getting.

4. Link Callouts to Real Customer Needs: Always ensure that your callout text reflects how your product or service solves a problem. Use phrases like “No Setup Required” or “Easy Monthly Plans” if those matter to your buyers.

5. Use All Available Callout Slots, Then Review: You can add up to 20 callouts per ad, so try to make the most of all available callout slots. The more callouts you create and add, the more options Google gets to rotate and test. Check their performance regularly and remove those callouts that don’t perform well.

6. Adjust for Product Types in Each Group: At the ad group level, customize your callouts to product categories. If one group promotes shoes, you can create a callout like “Free Size Exchanges.” If another is for jackets, you can go with something like “Winter Ready Fabrics.”

7. Keep Your Callouts Aligned with Ad Text and Landing Pages: A mismatch between callouts and your main ad message confuses users. Make sure they align well with both ad headlines and what’s on the landing page.

Conclusion

Callout extensions may seem like small additions, but they can make a big difference to your Google Search ads. When used correctly, they help your ads stand out, share more useful details, and guide users toward taking action. 

From setup to testing and optimization, every step matters. Keep your callouts clear, relevant, and aligned with your ad and landing page. Most importantly, track their performance regularly and use that data to improve your results over time. 

Small changes here can lead to better clicks and stronger conversions!

FAQs

1. What is the difference between a callout and a sitelink?
Callouts are short, non-clickable phrases that highlight key features like “Free Returns,” while sitelinks are clickable and take users to specific pages on your website.

2. How to edit account-level callouts in Google Ads?
Go to your Google Ads account, click Campaigns → Assets, filter by Callouts, hover over the account-level callout, click the pencil icon, make edits, and save.

3. For which activity are callout extensions beneficial?
Callouts are best for increasing ad visibility, highlighting business benefits, and improving click-through rates by adding quick, value-based info to your ad.

4. What is the difference between structured snippets and callouts?
Callouts are simple phrases that highlight key features, like “Free Setup” or “Certified Technicians.” Structured snippets, however, present a list under a predefined header such as “Brands,” “Types,” or “Services.” For example, a structured snippet might appear as “Brands: Apple, Samsung, Google,” whereas a callout would just say “Latest Apple Devices.”

5. How many callout extensions can I add to my ad?
You can add up to 20 callouts per level, but Google shows a maximum of 10 per ad based on space and device type.

6. Are there character limits for callout extensions?
Yes, callouts are limited to 25 characters in most languages, and 12 in double-width languages like Chinese or Japanese.

7. Can I schedule callout extensions to appear at specific times?
Yes, callouts can be scheduled to run on specific dates, days, or times, which is useful for limited-time offers or seasonal deals.

8. What is the cost of creating callout extensions?
Creating callouts is free. You only pay when someone clicks on your ad’s main clickable areas, not the callout itself.

9. Are there any policies or restrictions for callouts?
Yes, avoid repetition, gimmicky punctuation, or misleading claims. All callouts must follow Google’s ad policies, including trademark rules.

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