--- title: "AdWords Ad Extensions: Call, Location and Sitelinks for a Local Business" description: "AdWords Ad Extensions for local businesses: choose useful call, location and sitelink routes, then check the details in your account." canonical: "https://socialinfluencebuilder.com/en/blog/adwords-ad-extensions-local-business/" lastmod: "2016-03-07T13:23:00+00:00" lang: "en-CA" format: "markdown" --- HTML version: # AdWords Ad Extensions: Call, Location and Sitelinks for a Local Business > **Archive note.** This article describes the situation as it stood when it was published. The rules, tools and features it mentions may have changed since. Check the current information with the official source before acting. AdWords Ad Extensions give a local business three routes from a search ad: a call, a location, and links to specific pages. A searcher looking for opening hours needs a different next step from someone ready to speak to a person. I would choose the extension around that immediate need, then check what the account shows. The main ad still has to explain the offer; extra details cannot rescue an unclear message. ## AdWords ad extensions for a local business: what do they add? AdWords ad extensions place useful contact or page information alongside an eligible search ad. A call extension presents a phone number, a location extension can show an address or map information, and sitelinks point to pages beyond the main landing page. The raw choice is simple, but the destination matters. A phone number nobody answers, an old address, or a generic homepage can frustrate a person who was ready to act. Consider a local shop whose ad points to its service overview. Someone searching for the shop's hours may find a dedicated hours page more helpful. A person already on a mobile phone may prefer to call. The extensions should reflect those tasks. They are options for the searcher, not a promise that every option will appear every time an ad runs. Before adding anything, check that the business information is consistent across the ad, site, and Google My Business listing. If the shop has moved or changed hours, correct the underlying information first. That makes the extension useful instead of merely taking up more space on the results page. ## Call extensions: when should a local business show a number? Call extensions make the phone number available from the ad, which can shorten the route from a mobile search to a conversation. The useful question is whether someone can answer. If the business only takes calls during opening hours, schedule the extension around those hours and check holiday exceptions. A number that reaches voicemail may still serve some businesses, but the owner should make that a deliberate choice. In an AdWords account, review the number and the extension's schedule before starting the campaign. If call reporting is enabled, examine the recorded calls alongside the business's own call handling. A count alone cannot tell you whether a caller got the answer they needed. I would not treat a short call as a failure without knowing what the caller asked. For example, a Terrebonne contractor who closes the office at the end of the afternoon could show the number while staff are available and leave the site's contact page as another route after hours. The same schedule may be wrong for an emergency service that answers overnight. Check the actual staffing pattern before setting it. ## Location extensions: is the Google My Business address ready? Location extensions can connect an ad to a Google My Business listing and display location details for people nearby. The listing needs the correct address and business information. If the business serves customers at a storefront, check where the map leads and whether the displayed hours match the site's contact page. A wrong pin can send a ready customer to the wrong place. Linking the AdWords account to Google My Business is the starting point. Next, check the location shown in the ad account. Do not assume that linking a listing guarantees the address will appear on every impression. The ad's eligibility and the search context affect what is shown. A business with several locations should also check which address is associated with the relevant campaign. A Laval shop with a public counter has a clear reason to show its address. A business that only visits customers may need a different contact route. For help planning local campaigns, see the [Google advertising service for Montréal businesses](/en/google-ads-montreal/). The useful test is whether the location information helps a person reach the business, rather than whether the ad looks larger. ## Sitelink extensions: which page answers the searcher's next question? Sitelink extensions can lead a searcher from the ad to a specific page, such as services, hours, or contact. Pick labels that describe the destination. A link labelled “Hours” should open the hours page, not the homepage. If a promotion ends, remove its link or update the destination. The landing page needs to answer the promise made by the link. Prepare several sitelinks so AdWords has choices to display. Start with pages the business already keeps accurate. For a local shop, those may be the service list, directions, opening hours, and a contact page. For a contractor, they may be individual service pages and the request form. These are examples of navigation, not claims that a particular layout will lift clicks. Check the pages on a phone before assigning them as sitelinks. A tap that leads to a slow or unrelated page wastes the searcher's time. If the contact page is the destination, confirm that the phone number and form work. Keep the labels distinct so a person can tell the choices apart without opening them all. ## Ad Rank and click-through rate: what can extensions change? Ad Rank and click-through rate can be affected by the usefulness and presentation of an ad's extensions, but neither is a guaranteed result of switching an extension on. A larger ad does not guarantee more clicks or better rank. An extension may give someone a more relevant action; the account data must show what happened for this campaign. Look at the [click-through rate definition](/en/glossary/#ctr) before comparing sitelinks or other ad choices. A higher rate still does not tell you whether callers reached staff or visitors found the correct address. Compare the extension's purpose with the behaviour it was meant to support. If the purpose is calls, examine call records and staffing. If it is directions, confirm the location data. If it is a service-page visit, check that the page matches the search. Avoid changing every extension at once and then claiming one caused a result. Record which number, address, labels, and destinations were active when you inspect the account. This gives a small business a practical basis for deciding what to keep or correct without making promises about rankings or sales. ## Extension maintenance: what should be checked after setup? Extension maintenance starts with the details a customer relies on: the phone number, answering hours, address, and destination pages. Review them when business information changes and make a periodic check in the AdWords account. A holiday schedule, a moved office, or an expired offer can make an otherwise sensible extension misleading. Check sitelink click data and disapprovals. Keep both checks, but do not replace a relevant link solely because it had few clicks during an arbitrary period. Search volume and what the ad was eligible to show matter. If an extension is disapproved, read the account's reason and fix the underlying issue before trying again. A short working list is enough: confirm the call route reaches the right person, verify the Google My Business address, open each sitelink on a phone, and review the account for approval or reporting problems. These checks preserve the practical value of the three extension types covered here. ## Go further - **Service:** [Google Ads Montreal: management that generates leads](https://socialinfluencebuilder.com/en/google-ads-montreal/) - **Case study:** [Kitchen 73 Franchises](https://socialinfluencebuilder.com/en/kitchen-73/) - **Glossary:** [Digital marketing glossary: CTR (Click-Through Rate)](https://socialinfluencebuilder.com/en/glossary/#ctr)