Term
Callout Extension
A Google Ads asset/ad extension that displays short, non-clickable text snippets under the ad — typically USPs like "Free shipping" or "24/7 support".
Callout extension — in more detail
Callouts are plain text extensions without links. Up to 10 callouts can be configured per ad; Google shows 2–6 per auction depending on device and ad position. Each callout is limited to 25 characters. They’re a cheap way to feature USPs, trust signals, and promotions — no extra landing page, no separate click tracking. Callouts can be managed at account, campaign, or ad group level, with scheduling (e.g. “Sale runs Dec 15–31”).
Example / In practice
A retailer maintains 8 callouts at account level: “Free shipping over €50”, “30-day returns”, “Trusted Shops certified”, “24h delivery”, “Klarna available”, “4.8★ customer rating”, “Hotline 8 am–8 pm”, “Made in Germany”. Google dynamically shows 4 per ad — tuned to query and auction.
Distinction from similar terms
Sitelinks are clickable and lead to subpages; callouts are not. Structured snippet extensions are structured lists with a fixed header (e.g. “Brands”, “Models”); callouts are free text. Promotion extensions explicitly show discount codes with a time window — functionally similar but a distinct asset type.
Entdecke mehr
Responsive Search Ad (RSA)
The standard ad type in Google Ads Search campaigns. Up to 15 headlines and 4 descriptions are uploaded; Google assembles them into an ad matching the search query.
LexikonQuality Score — what really drives it and how to lift it
Quality Score, ad relevance, landing page experience, expected CTR, Ad Strength and RSA woven together — how the auction score forms and which levers move it.
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