MENUMENU
  • Services
    • Services
      • Search Engine Optimization
      • Local SEO
      • Generative Engine Optimization
      • Digital PR
      • Content Marketing
      • Email Marketing Services
      • Lifecycle Marketing
      • Paid Media Advertising
      • Social Media Marketing
      • Creative Design Services
      • Conversion Rate Optimization
      • Website Design & Development
      • Amazon Marketing Services
      • Franchise Marketing
      • Franchise Development
      • National to Local Marketing
      • Reporting and Data Analytics
      • Digital Marketing Strategy
  • Who We Serve
    • Who We Serve
      • Franchise Marketing
      • B2B Marketing
      • Lead Generation
      • Ecommerce
      • We Build Custom Strategies
      • View Sample Industries
  • About Us
    • About Ignite Visibility
      • Our Story
      • Our Values
      • Our Team
      • Clients
      • Diversity & Inclusion
      • Our Blog
      • Marketing Resources
      • Franchise Marketing Resources
      • Careers
      • Hiring Notice
  • Case Studies
  • Awards
  • Contact
  • 619.752.1955
Home / PPC / Google Ad Extensions: Why Location Extensions Have The Largest Impact On Performance

Google Ad Extensions: Why Location Extensions Have The Largest Impact On Performance

May 6, 2021 By Eric Bodziony

Adding location extensions to your Google Ads account? Here’s what you need to know about these Google ad extensions from Ignite Visibility’s Sr. Paid Media Strategist, Eric Bodziony.

If you’ve already linked your Google My Business account in Google Ads, you’re ready to add location extensions to your campaigns.

Even if you’ve added numerous extensions before, you should know that this one’s different. Google Ads local extensions may have the largest impact on performance than any other extension. Plus, they open up a whole new world of cool reporting features.

Google Ad Extensions: Why Location Decisions Have Largest Impact on Performance
Google Ad Extensions: Why Location Decisions Have Largest Impact on Performance

Google Loves Local Extensions

In short,  local extensions show ads for your business that include your address, map, phone number, or distance from the viewers’ home.

By clicking the ad, users are led to your Google My Business page where they can get more pertinent information about your business. It’s a real hub of info that provides users with precisely what they’re looking for in a concise way.

Google ad extensions like this one are not like other extensions you may know about. For one, they’re different from image or price extensions, where you add them and see few (if any) impressions.

When you add location extensions, you can expect them to show up frequently. At Ignite Visibility, we find that about 80% of all impressions serve location extensions.

The fact of the matter is that Google wants to optimize searches, and location extensions are a way for them to do so.

Why Location Extensions Have the Largest Impact on Performance Out of All Google Ad Extensions

There are a few types of queries on Google (including local, informational, and transactional). Almost half of Google searches are local searches, so they take up the largest chunk of the 3.5 billion Google searches per day.

Google Ads local extensions make it easier for a potential or existing customer to call your business’ phone number, visit your storefront’s address, or simply find out the NAP (name, address, and phone number) of your business for future reference. All of this is stellar for your brand.

Location extensions aren’t the only kind of extension in Google Ads. There’s also:

  • Callout extensions to get customers to buy from you in-store and convert on your site
  • Call extensions to get customers to call you
  • Sitelink extensions to get customers to convert on your site
  • Structured snippet extensions to get customers to convert on your site
  • Price extensions to get the customer to convert on your site
  • App extensions to get people to download
  • Lead form extensions to get first-party data
Various Google Ad Extensions
Various Google Ad Extensions

All of these are great, but they don’t deliver a serious CTR boost in the same way location and affiliate location extensions do (more on affiliate location extensions in a bit).

Count On Your Performance to Change for the Better (CTR Included)

Impressions are bound to increase from using localized Google ad extensions.

Once you implement them, your ads may now appear on Google Maps, including the maps app. This is super interesting given that Google Maps is the clear leader in the navigation app segment with more than 154 million monthly active users.

Google Ads Local Extension Showing Up as the First Result on Google Maps
Google Ads Local Extension Showing Up as the First Result on Google Maps

As a result of visibility like this, your click-through rate (CTR) will increase as much as 25% from local Google ad extensions alone. This is because your listing is larger, more robust and more relevant to the user.

Another example of placement includes on the SERP of a local search. Not all searches are localized, but a solid chunk of them are. Data suggests as much as 46% of all Google queries are local.

Google Ad Extensions Put to Work on SERP for Local Search
Google Ad Extensions Put to Work on SERP for Local Search

You’ll also see location extensions run on Display Network campaigns, so this can be a solid way to optimize existing and new ads alike.

There’s even the option of having them show on your YouTube ads. YouTube TrueView in-stream and bumper ads allow for location extensions when users are near you based on their IP or shared address, and for users who have frequently searched your area.

If you have images (either posted by yourself or by loyal customers), these will also show up on your click-through location page. Images are often a deciding factor on whether someone tries a new establishment.

Think of it this way. More clicks are being driven away from your site and to your Google My Business page. Your conversion rate (CVR) for on-site conversion actions will decline as a result of fewer users being directed to your website, but your Google My Business CTR will reap the rewards.

You’ll See New Conversions Courtesy Of Google Ads Local Extensions

In the realm of conversions, you’ll experience more store visits, which will boost your foot traffic margins in a marked way.

Plus, your Google-hosted conversions will increase (also called local actions conversions, which are added to your account once you enable Google Ads local extensions).

Google-hosted conversions are unable to contribute to the “conversion” column, so you have to create a custom column to monitor and optimize toward click-to-call conversions. This is relevant because we typically see that more users will call a business from the location extension rather than their website.

Google Hosted Conversations Are More Likely to Result in a Call Than On-Site Info
Google Hosted Conversations Are More Likely to Result in a Call Than On-Site Info

Let’s imagine a scenario. Someone in Delray Beach, Florida searches for “vintage clothing store” in hopes of finding one nearby. A business that has activated its Google Ads local extensions will show up on top. If the user clicks through, they’re led straight to its Google My Business page, which divulges all the information a customer needs to convert. The user likes what they see and makes an impromptu Saturday outing to the local vintage clothing store that’s about to be their new favorite hangout.

This is just an example, but it’s a real scenario. Local extensions cause conversions like this all the time, and there’s no reason your business will be any different.

Take Advantage of New Reporting Opportunities from Google Ad Extensions

It’s not just CTC and CRV that see a difference once you utilize localized Google ad extensions. It’s also your reporting capabilities within Google Ads itself. This means that you can analyze your results, potentially predict future outcomes, and optimize your ads as necessary.

The “distance from location extension” is a new dimension that will become available in the reporting tab. Use this report to advise what radius you should target around your location.

There’s also the per store report for you to take advantage of!

There’s also an existing favorite, call reporting. By enabling call reporting, you can see a full report of calls made from your location extension.

Whatever the report, you’ll need to make sure your Google Ads account-level reporting is turned on.

How to Set Up Google Ads Local Extensions

Think with Google Location Extensions
Think with Google Location Extensions

Using location extensions is a simple few-step process. It involves setting up the actual extension as well as taking action to optimize your efforts after they’re done.

  1. From your Google Ads dashboard, click Ads & extensions on the left-hand menu.
  2. Click Extensions. You’ll see this at the top of the page.
  3. Click the blue button
  4. Click Location extensions
  5. Link your chain locations directly in Google Ads or link to your Google My Business account.
    • To link chain locations, click Select curated locations, choose your options and save.
    • Alternatively, link your ads to Google My Business, and select the option to show the Google My Business location as the business’ location. Wait for verification.
Google Support: Create Location Extensions
Google Support: Create Location Extensions

That’s only a few steps, but it can make a world of difference. From my vantage point, it’s safe to say you shouldn’t sleep on location extensions.

FAQs On Location Extensions

1. What happens to location extensions if you mark your business as temporarily or permanently closed?

In this case, your Google Ads local extensions won’t show to your potential or existing customers.

2. What if you make products that are sold in stores, but don’t have a store of your own?

You can use affiliate location extensions in Google Ads, too. Basically, this extension is a way for customers to find out where your products are sold near them. Google gives the rundown on affiliate location extensions for your reference.

3. Do location extensions show up automatically?

If you have campaigns up and running, you have to specifically opt out of those who don’t want running location extensions. Some people may want to keep their Google ads extensions honed, but the more the merrier. Your Google My Business click-through rates and conversions are bound to increase as a result.

Wrapping Up

Google Ads local extensions are an absolute must for brick-and-mortar businesses and companies who sell their products in stores.

Given the boost in CTR and CVR, you’d be remiss not to take advantage of this promising extension. In my role at Ignite, I’ve witnessed intense performance spikes that are only attributable to one super effective tool: localized Google ad extensions.

Related Posts

  • What Google’s New Map Location Ranking Test Means for Businesses

    I am not sure if this is a new Google test or not, but I…

  • 18 Google Ad Extensions to Transform Your Ad Performance (2024 Complete Guide)

    If you’re a marketer, it’s probably safe to say you’re familiar with the benefits of…

  • Google Recommends Location Strategy for SEO

    I have been a fan of location based SEO for a long time. There are…

About Eric Bodziony

As a Senior Paid Media Director at Ignite Visibility, Eric Bodziony brings over a decade of digital marketing experience, collaborating with companies of all types and sizes to drive measurable results. Specializing in lead generation and B2B marketing, he leads a dynamic team dedicated to delivering high-impact strategies that align with business goals. Eric’s expertise lies in Google Search. However, his experience spans nearly every major ad platform, enabling me to craft holistic, multi-channel campaigns tailored to the needs of clients in the lead gen space.

About Ignite

Ignite Visibility is a premier full-service digital marketing agency. We were founded in San Diego, CA but are now a 100% remote-first company with Igniters and clients around the globe.

Ignite Visibility is one of the highest awarded digital marketing agencies in the industry, works with some of the biggest brands in the world and is a 6x Inc. 5000 company.

noun-trading

Our Services

Ignite Visibility offers Award-Winning Services including comprehensive full-funnel digital marketing strategies. Learn more about our most popular service offerings below:

  • SEO Search Engine Optimization
  • PPC Pay Per Click
  • Email Marketing
  • Social Media
  • Creative
  • View All Services

Contact Us. Let’s Chat!

  • This field is hidden when viewing the form

Marketing Guides

SEO In 2020: How To Prepare For Major Disruption

"SEO: The Movie" - Have You Seen Our Film? Watch Now

"Social Media Marketing: The Movie" - Have You Seen Our Film? Watch Now

Amazon Seller Central vs Vendor Central

Listen To The Podcast Featuring The Best Minds In Marketing

John Lincoln Interviews Global Director of Digital Marketing & Strategy at Qualcomm, Jessica Jensen

Check Out 227 Free Online Marketing Classes

The 2020 Guide To Dominating SEO With Advanced Schema

Learn More About Our Digital Marketing Agency

Learn More About Our SEO Services

Learn More About Our Paid Media Services

SELECT CATEGORY

Become A Contributor

Interested in writing for Ignite Visibility?

APPLY NOW

noun-chat

Let's Chat

Ready to grow your online visibility and sales?

Request Your Free Proposal

Work With Us

NEWSLETTER // SIGN UP NOW










noun-strategy

Free Marketing Resources

  • Digital Marketing Resources
  • Marketing Strategy Videos
  • Weekly Marketing News Recaps
noun-strategy

Most Popular Blogs

  • How Long Does SEO Take?
  • Multi-Location SEO: Top Strategies
  • Google AI Overviews: Everything You Need to Know
  • Technical SEO 101
  • 18 Google Ad Extensions You Should Use
  • Complete Guide to Google Responsive Display Ads
  • Capitalizing on Local Service Ads
  • How SEO and PPC Work Together
  • Community Management Best Practices
  • B2B Social Media Marketing Guide
  • VIEW ALL BLOGS
noun-letter

Join Our Newsletter

CONNECT WITH US

  • facebook
  • twitter
  • instagram
  • youtube
  • linkedin

Services

  • Search Engine Optimization
  • Generative Engine Optimization
  • Pay Per Click Management
  • Social Media Marketing
  • Email Marketing
  • Conversion Rate Optimization
  • Website Design & Development
  • Creative Design
  • Content Marketing
  • Digital PR
  • Franchise Marketing
  • Digital Marketing Agency Services

About

  • Our Team
  • Our Values
  • Clients
  • Industry
  • Reviews
  • Careers
  • Marketing Resources
  • Privacy Policy & Service Terms
  • Advertising Disclosures
  • Sitemap

Contact

4370 La Jolla Village Drive
Suite 320
San Diego, California 92122

619.752.1955

Join The Newsletter

Sign up for our newsletter to get the latest from Ignite Visibility.











google parther logo

©2025 Ignite Visibility. All Rights Reserved. Privacy Policy and Terms of Service