Ad Extensions

Ad extensions are extra bits of information that you can show alongside your ads. They can contain links to specific subpages on your webpage, a call button, product pricing information, and more.

See our detailed list of extension types for more specifics on exactly what types of extensions exist and how they work.

The Google Ads API supports two different ways of setting up your extensions:

  • Extension setting services or Asset based-extensions are the recommended approach, as they are easier to use and cover most circumstances. They allow you to create extensions and link them to your ads to show when your ads serve.
  • Feed services are a more advanced option that let you upload data to Google Ads in a table-based format, analogous to a database, and map that data to specific extension types and ads.

When are extension setting services preferred?

If you simply need to add ad extensions to a campaign or ad group, set its device preference, or manage its schedule, then we recommend using extension setting services. An added benefit when using extension setting services is that unlike feed services, we maintain your feed's schema and data, so you won't have to keep up with the underlying feed structure.

When are feed services preferred?

We recommend using feed services if you need to use one or more of the features listed below:

  • Location Extensions: Extension setting services do not include support for location extensions.
  • Custom fields or matching functions: Extension setting services do not support custom fields in feeds, or writing custom matching functions.
  • Multiple feeds: Extension setting services only support one feed per extension type that is managed by the system.