Ad extensions can make the difference between a scroll-past and a click-through. Whether you’re running campaigns on Google Ads (formerly AdWords) or Microsoft Advertising (Bing Ads), understanding how these platforms handle extensions will directly impact your campaign performance and cost efficiency.
Both platforms offer extensions that boost click-through rates by 10-15% on average, but their approaches differ significantly. From setup complexity to feature availability, knowing these differences helps you maximise every campaign dollar. Here’s what matters most for your advertising strategy.
Google Ads vs Bing Ads extensions comparison showing different ad layouts and features”/>Why Ad Extensions Matter for Your Campaigns
Extensions aren’t optional extras – they’re campaign necessities. Both Google and Microsoft report that extensions directly influence ad rank alongside quality score and bid amount. This means extensions help determine whether your ads appear at all, not just how they look.
The benefits extend beyond rankings. Extensions make your ads larger, more prominent, and more useful to searchers. They provide additional pathways for clicks and conversions while improving the overall user experience. Both platforms prioritise ads that offer genuine value to users.
Sitelink Extensions: Different Limits, Same Power
Sitelinks remain the most widely used extension type across both platforms. They add extra links to specific pages on your website, creating multiple click opportunities within a single ad.
Google Ads allows 25 characters for headlines, 35 for descriptions, and up to 20 sitelinks per campaign. Bing Ads offers 35 characters for headlines but limits you to 10 sitelinks. However, Bing compensates with enhanced sitelink extensions that include larger headlines and additional descriptive text.
Setup follows similar patterns on both platforms. Navigate to the ad extensions section, click create new sitelink, add your details, and save. The main difference lies in Bing’s enhanced sitelink option, which provides more visual impact through larger text and extra descriptions.
Location Extensions: Bing Wins on Simplicity
Location extensions help local businesses by adding address information and click-to-call functionality directly within ads. Both platforms report 7-10% higher click-through rates when location extensions are active.
Bing Ads makes location extensions straightforward – add your business details directly in the platform within minutes. Google Ads requires a verified Google Business Profile account, which must be linked to your advertising account. This verification process involves phone or postcard confirmation and can create headaches if accounts were set up under different email addresses.
Google has improved this process by allowing access requests for business accounts owned by other Gmail accounts, but it’s still more complex than Bing’s direct approach. For agencies managing multiple client accounts, Bing’s method saves significant time.
Call Extensions: Google’s Global Advantage
Call extensions add click-to-call functionality to your ads, perfect for service businesses and mobile users. This is where Google Ads pulls clearly ahead of Bing Ads in functionality and reach.
Google Ads offers call forwarding numbers for tracking in dozens of countries, while Bing Ads limits this feature to the US and UK only. For Australian businesses, this means Google Ads provides better call tracking options and reporting.
Bing Ads doesn’t support call-only campaigns like Google Ads does, though you can simulate this by using call extensions with the “show number only” mobile option and reducing desktop/tablet bids by 100%. It’s a workaround rather than a feature.
One interesting Bing feature: desktop clicks on call extensions can initiate Skype calls. However, these incur charges even for manually dialled numbers, unlike Google Ads where manual dialling is free.
Callout and Structured Snippet Extensions
Callout Extensions
Both platforms handle callout extensions identically. These 25-character text snippets highlight unique selling points and require a minimum of two callouts to display. Google Ads shows up to four callouts per ad, while Bing Ads allows up to 20 per campaign or ad group.
Structured Snippet Extensions
Structured snippets organise information about your products or services into predefined categories like “Services,” “Brands,” or “Destinations.” Both platforms offer nearly identical functionality and appearance.
Research shows interesting performance differences: callouts generate 82% more clicks and 90% more impressions, while structured snippets achieve higher conversion rates with 12% lower cost-per-click. Test both to see what works for your campaigns.
Review Extensions: Google’s Approval Challenge
Review extensions showcase positive customer feedback directly in your ads, building trust and credibility. Both platforms support this extension type, but getting reviews approved presents very different experiences.
Bing Ads has clear restrictions but generally approves legitimate reviews without excessive delays. Google Ads review extensions are notoriously difficult to get approved, with strict requirements that many advertisers find frustrating.
The effort might be worth it – Google reports that review extensions can improve click-through rates by 10%. Since few advertisers persist through the approval process, approved review extensions face less competition for attention.
Automated Star Ratings vs Manual Reviews
Don’t confuse review extensions with the star ratings that appear automatically in some ads. These stars come from third-party review platforms like Trustpilot and require different qualification thresholds:
- Google Ads: 150+ reviews in the past 12 months
- Bing Ads: 30+ reviews in the past 12 months
Bing’s lower threshold makes star ratings more accessible for smaller businesses building their review profiles.
App Extensions: Platform Support Differences
App extensions add download buttons directly to your ads, perfect for promoting mobile applications. Both platforms support this extension type with some key differences.
Google Ads supports iOS and Android apps only. Bing Ads adds Windows app support, which could matter for B2B software companies or enterprises using Microsoft ecosystems.
Google Ads provides in-app action tracking, allowing you to measure post-install user behaviour. Bing Ads lacks this feature, limiting your ability to optimise for valuable in-app actions beyond the initial download.
Google Ads Exclusive Extensions
Google Ads maintains an edge with several extension types not available on Bing Ads.
Price Extensions
Price extensions display your products or services with pricing information directly in the ad. This extension works brilliantly for competitive pricing strategies and helps qualify clicks before users reach your website.
Message Extensions
Message extensions allow users to text your business directly from the ad. For mobile-first businesses and service providers, this creates another conversion pathway that many competitors don’t offer.
Early data suggests message extensions perform nearly as well as call extensions for generating qualified leads. Setup requires just your business name, phone number, extension text, and message template.
Affiliate Location Extensions
Perfect for manufacturers whose products sell through retailers, affiliate location extensions help users find the nearest stockist. This bridges the gap between brand advertising and local availability.
Bing Ads Unique Features
While Google Ads offers more extension variety, Bing Ads has one standout feature Google discontinued: image extensions.
Image Extensions
Image extensions add visual appeal to your ads with product photos or branded imagery. You can include up to six images, making your ads more engaging for visual searchers and product-focused campaigns.
Google Ads once offered image extensions but discontinued them, making this a genuine Bing Ads advantage for visually-driven businesses.
Automated Extensions and Annotations
Both platforms automatically add relevant information to your ads when certain conditions are met. These automated features work differently across platforms.
Google Ads offers automated extensions including dynamic sitelinks, callouts, structured snippets, and seller ratings. You can disable specific automated extensions through your account settings with granular control.
Bing Ads provides more automated annotation types, including Twitter follower counts and brand annotations that Google once offered but removed. To opt out of Bing annotations, contact their support team directly.
Campaign Management Levels
Extension management flexibility varies between platforms. Some extensions can be applied at account, campaign, or ad group levels, while others are limited to specific levels.
Generally, Google Ads provides more granular control over where extensions apply, allowing for better campaign customisation. Bing Ads offers broader application but less precise targeting of extensions to specific ad groups or campaigns.
Why Extensions Don’t Always Show
Creating extensions doesn’t guarantee they’ll appear with your ads. Both platforms consider multiple factors before showing extensions:
- Ad rank and position (top positions more likely to show extensions)
- Quality score and relevance
- Expected impact on user experience
- Competition for ad space
Extensions typically appear more frequently in top ad positions, which creates a positive feedback loop – better extensions improve ad rank, leading to higher positions and more extension visibility.
Platform Recommendation Strategy
Choose your platform focus based on your business needs and target audience. Google Ads provides more extension variety and better global feature support, making it ideal for businesses with diverse conversion goals and international reach.
Bing Ads offers simpler setup processes and lower competition, resulting in cheaper clicks and easier approval processes. For local businesses or those targeting older demographics, Bing’s simplicity and lower costs often outweigh Google’s feature advantages.
The smart approach involves testing both platforms. Start with your primary platform choice, master its extensions, then expand to the secondary platform to capture additional market share at potentially lower costs.
Future Extension Developments
Bing Ads continues testing new extension types in beta programs, including video extensions, filter extensions for product browsing, and action extensions with specific call-to-action buttons. These developments suggest Bing is working to close the feature gap with Google Ads.
Google Ads typically introduces new extension types regularly, maintaining its innovation edge. Both platforms will likely continue expanding extension capabilities as search behaviour evolves and user expectations increase.
Which platform has better ad extensions overall?
Google Ads offers more extension types and global features, while Bing Ads provides simpler setup and unique image extensions. Your choice depends on campaign complexity and target audience.
Do ad extensions cost extra to use?
Most extensions are free to implement. You only pay when users click on extension elements, and these clicks are charged at your regular keyword bid rates.
Why don’t my extensions show all the time?
Extensions display based on ad rank, position, quality score, and expected user benefit. Higher-ranking ads in top positions are more likely to show extensions.
Can I use the same extensions on both platforms?
Most extension types exist on both platforms with similar functionality. However, setup processes, approval requirements, and feature availability can differ significantly.
How do location extensions work for Australian businesses?
Bing Ads allows direct location entry within the platform. Google Ads requires a verified Google Business Profile account linked to your advertising account.
Frequently Asked Questions
Which platform has better ad extensions overall?
Google Ads offers more extension types and global features, while Bing Ads provides simpler setup and unique image extensions. Your choice depends on campaign complexity and target audience.
Do ad extensions cost extra to use?
Most extensions are free to implement. You only pay when users click on extension elements, and these clicks are charged at your regular keyword bid rates.
Why don’t my extensions show all the time?
Extensions display based on ad rank, position, quality score, and expected user benefit. Higher-ranking ads in top positions are more likely to show extensions.
Can I use the same extensions on both platforms?
Most extension types exist on both platforms with similar functionality. However, setup processes, approval requirements, and feature availability can differ significantly.
How do location extensions work for Australian businesses?
Bing Ads allows direct location entry within the platform. Google Ads requires a verified Google Business Profile account linked to your advertising account.
