Definition:
A callout extension in Google Ads is a type of ad extension that allows advertisers to include short, non-clickable pieces of text beneath their ads to highlight key features, benefits, or unique selling points of a product or service.
These extensions appear in text ads on the Google Search Network, and their purpose is to give users more reasons to click your ad by showcasing what sets your business apart — all without needing additional links.
Each callout is typically limited to 25 characters, and you can show multiple callouts at once (up to 10 can be added, and 2–6 may appear depending on ad rank and device).
Why Use Callout Extensions?
Callout extensions are simple, free to add, and help improve:
Ad visibility (they make your ad bigger and more informative)
Click-through rate (CTR) by offering more context
Ad rank, since Google Ads factors expected ad performance (including extensions) into ad placement
Importantly, you don’t pay extra for using callouts — you only pay when someone clicks your main ad.
What Can You Say in Callout Extensions?
You can use callouts to:
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Highlight business features (e.g., “Free Shipping”, “24/7 Support”)
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Promote policies or guarantees (e.g., “Price Match Guarantee”)
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Mention services (e.g., “In-Store Pickup”, “Express Delivery”)
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Build credibility (e.g., “Award-Winning Support”)
Example: Callout Extensions for Myntra
Let’s say Myntra is running Google Ads for their fashion platform.
Main Ad Headline:
Shop the Latest Fashion on Myntra – Upto 70% Off
Description:
Explore thousands of styles for men, women, and kids. Free shipping & easy returns.
Callout Extensions (examples):
100% Original Products
Free Delivery
Easy 14-Day Returns
Cash on Delivery
24×7 Customer Support
Over 5000+ Brands
New Arrivals Every Day
Safe & Secure Checkout
These callouts are not clickable, but they:
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Increase user trust
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Emphasize convenience
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Provide quick highlights of Myntra’s services
Best Practices for Using Callout Extensions
Be Specific – Use precise value propositions like “No Hidden Charges” instead of vague ones like “Great Deals.”
Keep It Short – Each callout must be concise (25-character max). Aim for clarity.
Avoid Repetition – Don’t repeat words across multiple callouts or duplicate ad copy.
Use Sentence Case – Google recommends sentence case (e.g., “Free shipping”) over all caps.
Customize by Device – You can create mobile-preferred callouts like “Shop via App.”
Create at Least 4 – Google displays up to 4 at a time; having more gives it options to rotate.
Where to Apply Callout Extensions
Callouts can be added at the:
Account level – Applied to all campaigns and ads
Campaign level – For more control and relevance by objective
Ad group level – To tailor callouts to specific products or categories
For Myntra:
A “Men’s Shoes” ad group could use:
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Free Size Exchanges
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Top Sports Brands
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Flat ₹500 Off First Order
A “Women’s Sarees” ad group might use:
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Traditional & Modern Styles
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Festive Discounts Live
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Free Blouse Stitching Offers
Performance Tracking
Google Ads provides reporting on:
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Impressions of each callout
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Clicks on the ad when a callout is shown
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Conversion performance (if tracking is set)
Even though callouts are not clickable, their presence improves overall ad engagement.
Common Mistakes to Avoid
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Repeating callout text already in your ad copy
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Using promotional content (like “50% Off”) — that’s not allowed in callouts (use sitelinks instead)
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Including clickable actions (e.g., “Click here”) — not relevant for non-clickable text
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Using punctuation marks at the end (Google disallows periods or exclamation marks in callouts)
Conclusion
Callout extensions in Google Ads are a powerful yet simple tool to increase the value and appeal of your search ads. They allow you to highlight benefits, differentiate your brand, and guide the user’s perception of your offerings.
For e-commerce platforms like Myntra, using callout extensions can help customers quickly understand the reliability, policies, and conveniences of shopping on the platform—thereby increasing trust and improving ad performance.
When used strategically, callouts are not just “add-ons,” but essential parts of a high-converting, user-focused ad strategy.
