What Are Google Ads Message Extensions?

Message extensions, like all other ad extensions, are eligible to show alongside an advertiser’s ads on the search engine results page, generally making them larger and more content-heavy while increasing CTR and providing an additional avenue for lead collection.

mobile ad message extensions

image source from Wordstream blog

message extensions give users the opportunity to click to text a business directly from the Ads! Advertisers can even include a pre-written text message to make starting that conversion easier for mobile users in a hurry. Google Ads advertisers are charged the same CPC fee when a user clicks on a message extension as if they clicked on the ad’s headline or another ad extension.

How to Set Up Message Extensions in Your Google Ads Account

From the ad extensions tab, advertisers can create message extensions at either the ad group or the campaign level. Creating a new message extension opens the following prompt:

message extensions setup

image source from Wordstream blog

You’ll need to provide the following information:

Business Name: Provide a business name people are familiar with.

Text Phone Number: This is the number that people will be sending texts to. The only requirement here is that this number can receive SMS text messages. Obviously, your landline won’t work.

Extension Text: This is the text that will appear on the Ads alongside your other content. Use calls to action like “Text us” or “Message us” within this extension text so that it’s clear to searchers that by clicking here, they should expect to send you a text.

Message Text: After a user clicks on your extension, Google will populate this message in the text field of their native messaging app. Use this message to help your prospects begin a conversation with your sales team. Specific messages like “I’d like to schedule an appointment” or “I’d like to hear about upcoming events in London" will help your team answering these texts begin a useful conversation and ultimately close more deals than generic messages like “I’d like to know more,” or “Call me.”

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