Google Ads extensions (now called assets) add extra information to your adverts, including phone numbers, additional links, business highlights, and more. Extensions are free to add and increase the physical size of your ad on the search results page, which improves visibility and typically increases click-through rates. For accounting firms, several extensions are directly useful; others are less relevant. This guide covers which ones to prioritise.

What extensions do and why they matter

When your ad shows on the search results page, Google may display additional information beneath your headline and description. This extra information comes from extensions you set up in your account. Extensions serve two functions: they give searchers more reasons to click your ad, and they make your ad physically larger, which pushes competitors' ads lower on the page. Not all extensions show on every search. Google decides which combination to show based on the predicted relevance and performance. Adding extensions does not guarantee they appear, but not adding them guarantees they never do.

The essential extensions for accounting firms

Sitelinks add additional links beneath your main ad, each pointing to a different page on your website. For an accounting firm, useful sitelinks include: Self-Assessment Returns, Limited Company Accounts, Book a Free Consultation, Our Fees, About Us. Each sitelink has a headline (25 characters) and two description lines (35 characters each, optional but recommended for relevance). Sitelinks are the highest-impact extension for most accounting firms; they significantly expand ad size and give searchers direct routes to specific services.

Call extensions

A call extension displays your phone number directly in the ad. On mobile devices, this creates a click-to-call button, allowing one tap to call from the search results page, without visiting your website at all. For accounting services where a phone call is often the preferred first contact, call extensions are essential. Set the call schedule to your business hours to avoid calls outside the times you can answer. Call extension clicks (when someone calls from the ad) are tracked separately in Google Ads as call conversions. Set this up in your conversion tracking so phone enquiries from ads are visible in your reports.

Location extensions

Location extensions show your business address beneath the ad, linking to your Google Business Profile. They add a map pin next to your listing and a "Get directions" link on mobile. For local accounting firms where physical location matters to potential clients, location extensions reinforce local presence. Requires linking your Google Ads account to your Google Business Profile.

Lead form extensions

Lead form extensions allow a potential client to submit their name, email, and a custom question directly within the Google search interface, without visiting your website. The form opens as an overlay when someone clicks a button on your ad. For an accounting firm, a lead form asking "What type of business are you?" and capturing name and email can reduce friction for prospects who are not yet ready to call. Lead forms are submitted directly in Google and exported from your Google Ads account.

Callout extensions

Callouts are short phrases (up to 25 characters) that appear beneath your ad. They highlight key features or benefits without linking anywhere:

  • Fixed Monthly Fees
  • Free Initial Consultation
  • Cloud Accounting
  • ICAEW Registered
  • Personal Tax Experts
  • Same-Week Appointments

Callouts reinforce your differentiators in a scannable format. Add six to eight and Google selects the most relevant combination for each search.

Structured snippets

Structured snippets list specific items under a predefined header. For an accounting firm, the most relevant header is "Services": Self-Assessment, Limited Company Accounts, Payroll, VAT Returns, IR35 Advice, R&D Tax Credits. This gives searchers an immediate overview of your service range without clicking through.

Extensions that are less relevant for accounting firms

Image extensions: add an image to your ad. Less commonly used in professional services contexts where the ad copy itself is the conversion driver. Price extensions: show specific prices for services. Can work for accounting firms with publicly listed fixed fees but requires keeping prices current and can invite price comparison rather than quality comparison. Promotion extensions: designed for discounts and limited-time offers. Rarely relevant for accounting firms. App extensions: for promoting a mobile app. Not applicable.

How to set up extensions

In Google Ads, go to Campaigns > Assets (formerly Extensions) > Add an asset. Select the extension type and fill in the required fields. Extensions can be set at account, campaign, or ad group level. Account level applies to all campaigns unless overridden. Campaign level applies to all ad groups in that campaign. Ad group level applies only to that specific ad group. For most accounting firms, setting extensions at campaign level is sufficient. Set sitelinks at account level to ensure they are always available.

Key takeaways

  • Extensions (now called assets) add extra information to ads at no additional cost and typically increase click-through rates.
  • Sitelinks, call extensions, callouts, and structured snippets are the most valuable extensions for accounting firms.
  • Location extensions require linking to Google Business Profile and reinforce local credibility.
  • Lead form extensions can reduce friction for prospects who prefer not to visit your website before enquiring.
  • Set extensions at campaign or account level; ad group-level overrides are useful for niche campaigns with different messaging.

Frequently asked questions

Do extensions always appear with our ads?

No. Google decides which extensions to show based on predicted relevance and the ad's position. Ads in higher positions are more likely to show extensions. If your ad position is low due to low bids or Quality Scores, extensions may not show. Improving ad rank through better Quality Scores and appropriate bids increases extension display frequency.

Are there extra charges for using extensions?

No. You pay the same cost per click whether or not extensions appear. A click on a sitelink costs the same as a click on your headline. Call conversion clicks from call extensions are charged as standard clicks.

Add at least four sitelinks (the minimum needed for Google to display them as a group of four links); adding six to eight gives Google more options to test. Each sitelink should point to a genuinely useful and distinct page on your website.

Should we use the same extensions across all ad groups?

Account and campaign-level extensions apply universally, which is appropriate for callouts and structured snippets that are relevant across all services. For sitelinks, consider whether the same links are relevant to each ad group. A sitelink for "IR35 Advice" is relevant in a contractor ad group but may be irrelevant in a sole trader ad group. Ad group-level sitelinks allow this customisation.

Can we track which extensions are generating clicks?

Yes. The asset performance report in Google Ads shows click-through rates, impressions, and clicks for each extension individually. Review this quarterly to identify which sitelinks, callouts, and other assets are performing well and which should be updated.

For more on Google Ads assets and ad setup, visit our Google Ads for accounting firms hub.