Ad extensions: *Sitelinks*, *Action*, and Image
Ad extensions expand ad real estate, boost expected CTR, and provide direct shortcuts to high-value conversion funnels on Microsoft Search.
How ad extensions lift CTR and Quality Score#
Ad extensions append supplementary links, interactive buttons, visual images, and business details below your main responsive search ad copy.
Extensions increase the physical pixel height of your ad on Bing search results, pushing competitor ads below the fold and lifting Expected Click-Through Rate as explained in Microsoft Ad Extensions Help, 2026.
Sitelinks and proprietary Action Extensions#
Sitelinks provide direct deep links to secondary product pages, pricing tables, or case studies with custom two-line descriptions.
Action Extensions are unique to Microsoft Advertising, adding an interactive call-to-action button (e.g., 'Book Now', 'Download', 'Get Quote') directly beside your ad as detailed in Microsoft Action Extension Specs, 2026.
Action Extensions add a dedicated clickable button that lifts mobile conversion rates by up to 15%.
Image and Filter Link Extensions#
Image Extensions display high-resolution square photos alongside text ads, while Filter Link Extensions categorize offerings into clickable filtered sub-headings.
Managing account-level automated extensions#
Microsoft automatically generates dynamic sitelinks and seller ratings when sufficient site data exists. Regularly audit automated extensions to ensure copy aligns with brand voice.
Explore our Microsoft Ads Hub for extension copy templates.
Ad extension catalog and strategic role#
The table below summarizes key Microsoft extension types and their primary conversion functions.
| Extension Type | Key Asset Provided | Primary Conversion Role |
|---|---|---|
| Sitelinks (with desc) | 4 to 8 deep links + 2 description lines | Deep funnel navigation to pricing & demos |
| Action Extensions | Interactive CTA button (50+ button types) | Direct conversion trigger on SERP |
| Image Extensions | 1:1 square photography | Visual attention capture on text mainline |
| Callout Extensions | Bullet-point text snippets (25 chars) | Highlighting trust badges and free shipping |
| Structured Snippets | Header-categorized product lists | Showcasing specific service offerings |
Frequently asked questions#
What is unique about Microsoft Action Extensions?
Action Extensions add a clickable call-to-action button (such as 'Book Now', 'Sign Up', or 'Get Quote') directly onto your text ad on Bing.
How many sitelinks should I attach to a campaign?
Attach at least 6 to 8 enhanced sitelinks with full two-line descriptions to allow Microsoft to show up to 4 rich sitelinks on top mainline positions.
Does adding ad extensions increase my cost per click?
No, clicks on extensions cost the standard keyword CPC; extensions improve ad rank, often reducing actual average CPCs.
Can I turn off automated extensions on Microsoft Ads?
Yes, navigate to Ads & Extensions > Automated Extensions > Advanced Options to opt out of specific automated extension categories.
Do ad extensions always show with my ads?
Extensions show when your ad achieves sufficient Ad Rank and when Microsoft's algorithms predict extensions will improve performance.
Read more on this topic#
The Microsoft Ads Hub
Free tools, campaign guides and live news for every Microsoft Ads format.
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A practical guide to building, pinning, and optimizing Responsive Search Ads and Multimedia Ads on Microsoft Advertising.
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Read the entryReady to maximize your ad real estate on Bing?
folkfox crafts comprehensive extension suites that lift click-through rates and drive qualified conversions.