Google Promotion Extensions: How to Drive Conversions at Scale

In a world where search ads compete for every second of attention, Promotion Extensions help your offers stand out visually and strategically. By displaying discounts, deals, or limited-time offers directly beneath your ad — often with a price tag icon — you instantly attract shoppers ready to convert.

According to WordStream’s benchmark data, ads featuring promotion extensions can see CTR increases of up to 25%, especially during seasonal sales periods like Black Friday or Cyber Monday.

Beyond engagement, these extensions also signal relevance and value — key factors in improving Ad Rank and Quality Score without increasing your CPC.

What Are Google Promotion Extensions?

A Promotion Extension allows advertisers to highlight price-based or time-limited offers directly in their Google Search ads. The feature appears below your ad copy, featuring a small price tag icon and a clear description of the deal.

Examples:

20% Off Sitewide
Save $50 on Orders Over $200
Free Shipping on All Shoes

These extensions help you communicate urgency and value instantly — without using up precious headline space.

Key Benefits of Using Promotion Extensions

1. Boosted CTR and Visibility

The price tag icon acts as a visual trigger that sets your ad apart in crowded SERPs. Users immediately recognize that a deal is available, which increases their likelihood to click.

2. Stronger Ad Rank Through Higher CTR

While extensions don’t affect bids, they influence expected CTR, a major component of Ad Rank. The more engaging your ad, the better it performs in auctions — even at the same bid.

3. Perfect for Seasonal Promotions

Running limited-time campaigns for events like Christmas, Valentine’s Day, or Cyber Monday becomes effortless. By labeling your extension with an occasion (e.g., “Back to School”), you create urgency and improve relevance.

4. Better Conversion Quality

Users who click on an ad with a visible discount are typically closer to purchase intent. They already understand there’s a sale, making them more qualified leads with higher conversion potential.

5. Cost-Effective Performance

Promotion Extensions are free to add. You pay only when someone clicks your ad — whether on the headline or the extension itself. That means more visibility without additional cost per click.

How Promotion Extensions Work

Promotion Extensions can highlight:

Discount Types: Percentage (e.g., 25% Off), Monetary ($50 Off), or “Up To” deals.
Occasions: Black Friday, Cyber Monday, Christmas, or custom events.
Conditions: Minimum order values, promo codes, or time limits.

You can apply them at different levels:

Account-level: Global offers (“Free Shipping on All Orders”).
Campaign-level: Category-specific sales (“Save 20% on Electronics”).
Ad Group-level: Product-specific discounts (“10% Off Running Shoes”).

Scheduling Options

Promotion Extensions allow you to set start/end dates, and even specific hours. This makes them ideal for time-sensitive deals or weekend sales.

Eligibility and Policy Requirements

Google enforces clear editorial and compliance standards:

Professional formatting: No typos, excessive capitalization, or symbols.
Accurate claims: Your landing page must match the advertised offer.
Valid promo codes: Codes must be functional and relevant.
Time-bound accuracy: Occasion-based offers must be set up within 6 months of the event.
Trademark usage: You must have authorization to use brand names in promotional copy.

Non-compliance can lead to disapproval or limited serving.

How to Set Up Promotion Extensions

Step 1: Navigate to Assets

From your Google Ads dashboard, go to Ads & Assets > Assets.

Step 2: Add a New Promotion

Click the + button and select Promotion from the dropdown menu.

Step 3: Choose the Level

Decide whether to apply it at Account, Campaign, or Ad Group level.

Step 4: Select an Occasion (Optional)

Pick a holiday or event, such as Black Friday or New Year’s Sale, to make your ad more eye-catching.

Step 5: Define the Offer

Select language and currency.
Choose Percent Off or Monetary Discount.
Enter the qualifying product or category.
Input the Final URL (the page where the offer appears).

Step 6: Add Details

Include promo codes or minimum purchase values if applicable.

Step 7: Schedule and Save

Set your start and end dates. Click Save, and Google will review your extension before launch.

How to Remove or Pause Expired Promotions

Go to Ads & Assets > Assets.
Locate the relevant Promotion Extension.
Select the box beside it, click Remove, and confirm.

To temporarily stop serving it, use the Pause option instead.

Best Practices for Maximizing ROI

1. Be Specific

Use clear, data-driven offers like “25% Off” instead of “Big Savings.” Specific numbers drive action and trust.

2. Add Urgency

Combine Promotion Extensions with Countdown Ads to display real-time urgency (e.g., “Ends in 3 Hours”).

3. Match Keywords and Intent

Attach promotions to bottom-funnel keywords like “buy,” “discount,” or “coupon.” These users are closer to conversion.

4. Test Offer Types

A/B test percentage discounts vs flat-rate offers. A $50 discount may outperform “10% off” depending on the product category.

5. Optimize for Mobile

Since many users shop from phones, ensure landing pages load fast and mirror the promotional message exactly.

Advanced Integration Strategies

Combine with Other Ad Assets

Callout Extensions: Reinforce trust with “Free Returns” or “24/7 Support.”
Structured Snippets: Highlight product types (“Brands: Nike, Adidas”).
Sitelinks: Link to complementary pages like “New Arrivals” or “Top Deals.”

Use Google Ads Editor for Scale

Manage multiple campaigns efficiently by creating, duplicating, or scheduling promotions in bulk — perfect for retail advertisers managing multiple product lines.

Automate Updates

If you manage frequent sales, pair Promotion Extensions with Google Ad Customizers to dynamically insert product names or discount values.

Deploy in Performance Max

Promotion Extensions are eligible assets within Performance Max campaigns, extending your deals across Search, Display, YouTube, and Gmail automatically.

Expert Tips from PPC Managers

Leverage Occasions: Occasion-based promotions (e.g., “Cyber Monday Sale”) outperform generic ones by 15–30%.
Plan Ahead: Create seasonal assets at least 3 weeks before your sale begins for full review and optimization time.
Track Results by Segment: Use “Segment by Asset Type” in Reports to measure CTR, conversion rate, and CPA specifically for promotions.
Align with Ad Copy: Make sure your ad description reiterates the same deal to maintain consistency.
Rotate Creatives: Regularly update deals to avoid “banner blindness” in long-term campaigns.

Common Mistakes to Avoid

❌ Using vague offers (“Huge Discounts”)
❌ Running outdated promotions after expiry
❌ Linking to non-matching landing pages
❌ Ignoring mobile experience
❌ Duplicating the same offer at multiple levels (creates conflicts)

FAQs

1. Do Promotion Extensions cost extra?
No, they’re free to add. You only pay for clicks on your ad.

2. Can I use them for services, not products?
Yes. For example, “20% Off First Consultation” or “Save $100 on Annual Plans.”

3. Do they impact Quality Score?
Indirectly. They improve CTR and ad relevance, which can lead to a higher Quality Score.

4. Can I schedule weekend-only promotions?
Absolutely. Use advanced scheduling to display offers on specific days or hours.

5. Do they work with Performance Max campaigns?
Yes, Promotion Extensions are supported as assets in PMax — automatically optimized across channels.

Conclusion

Google Promotion Extensions aren’t just a cosmetic feature — they’re a conversion lever. They help advertisers communicate value faster, attract higher-quality traffic, and increase CTR without extra costs.

In competitive markets, a clear offer can be the deciding factor between a click and a scroll. By integrating promotions strategically and aligning them with your bidding strategy, you transform ad visibility into measurable revenue growth.

👉 Explore advanced setup steps and best practices here:
https://agrowth.io/blogs/google-ads/google-promotion-extensions

Recommended Resources for Google Promotion Extensions

Google Promotion Extensions
Step-by-step guide to setting up, scheduling, and optimizing Promotion Extensions.

Rent Google Ads Agency Account
Get access to high-trust agency-tier accounts with lower fees, priority support, and flexible billing.