TL;DR For local businesses in Toronto and across the GTA, online visibility isn’t just about showing up on Google—it’s about getting people to take action. Whether you want customers to call your store, visit your physical location, or book an appointment, Google Ads extensions like call buttons and maps are some of the most powerful tools to drive engagement and conversions.
These extensions turn your regular text ads into interactive experiences, allowing people to contact or locate your business instantly—without needing to browse your entire website. When used correctly, they can significantly improve your click-through rate (CTR), lower your cost per acquisition (CPA), and generate qualified leads who are ready to take the next step.
Key Takeaways
- Google Ads extensions improve visibility, engagement, and conversion rates.
- Call extensions connect users directly to your business, ideal for mobile users.
- Location extensions integrate Google Maps to encourage in-person visits.
- Optimizing ad extensions with accurate info boosts local trust and CTR.
- Use strong CTAs like “Call now” or “Get directions today” to convert more users.
Why Ad Extensions Matter for Local Businesses
When users search for services like “plumber near me,” “Toronto salon open now,” or “best auto repair shop GTA,” they often want to take immediate action. Ad extensions help meet that intent instantly.
Instead of just showing text, extensions like call buttons and location maps let users click to call your business or navigate directly to your store. For mobile searches, where over 60% of local intent searches happen, these extensions can make or break your ad performance.
If your goal is to drive phone calls or foot traffic, these extensions can boost your engagement rate by up to 20–30%.
How to Use Call Extensions Effectively
1. Add a Verified Phone Number
In your Google Ads dashboard, navigate to “Ads & Extensions” → “Extensions” → “Call Extensions.” Enter your verified business phone number. Make sure it matches your Google Business Profile to build trust.
2. Schedule Call Availability
If your business operates during specific hours, schedule the extension to only show when your team can answer. This avoids missed calls and frustrated customers.
3. Track Call Performance
Enable call reporting in Google Ads. You’ll get valuable data like call duration and conversion rate, helping you see which campaigns generate the most quality leads.
4. Use a Clear CTA in Your Ad Copy
Pair your call extension with strong CTAs:
- “Call now for a free quote.”
- “Speak to a specialist today.”
- “Book your free consultation.”
If you need help crafting high-converting ad copy, visit www.localbusinessmarketinghelp.com or book a free strategy call with our team at 93 Till Infinity Media.
How to Use Location Extensions to Drive Store Visits
1. Link Your Google Business Profile
Connect your verified Google Business Profile (GBP) to your Google Ads account. This allows your address, phone number, and business hours to appear automatically under your ads.
2. Highlight Your Local Advantage
When people search for nearby options, location extensions display your business distance from the user, helping them choose the closest and most convenient option.
3. Add Directions and Operating Hours
Google automatically pulls your business hours and a “Get Directions” button from your GBP. Keep this updated—especially during holidays or special hours—to maintain accuracy.
4. Use Local Ad Copy
Include Toronto-specific or neighbourhood-focused keywords like “Downtown Toronto,” “North York,” or “Scarborough” in your ad text. Example: “Visit our Toronto store today – open 7 days a week.”
5. Track Store Visit Conversions
Use Google Ads’ “Store Visits” metric to measure how many people physically visit after clicking your ad. This feature uses aggregated and anonymized data to track real-world impact.
Combining Call and Location Extensions for Maximum Results
For most local businesses, combining call extensions and location extensions creates a seamless path to conversion. A potential customer sees your ad, clicks “Call Now” if they’re ready to talk, or taps “Get Directions” if they’re nearby.
Example:
A user searches “coffee shop near me” on their phone.
Your ad appears with your business name, a “Call” button, and a map preview showing you’re 0.5 km away.
The user clicks “Get Directions” and walks into your café within minutes.
This instant conversion flow is what makes ad extensions one of the most powerful local marketing features in Google Ads.
Advanced Tips for Optimizing Ad Extensions
1. Test Different CTAs
Use variations like “Call for a free estimate” vs. “Get your quote in minutes” to see which drives more engagement.
2. Pair Extensions With Localized Landing Pages
Make sure the ad leads to a Toronto-optimized page that mentions the same location. This improves Quality Score and conversion rates.
3. Use Call-Only Campaigns for Mobile Traffic
If your goal is phone calls, consider call-only campaigns where clicks automatically trigger phone calls instead of website visits.
4. Keep Information Consistent
Ensure your business name, phone number, and address are identical across Google Ads, Google Business Profile, and your website. Inconsistency can hurt both CTR and trust.
5. Use UTM Parameters for Better Tracking
Add UTM parameters to your extensions to measure performance in Google Analytics. This helps determine whether users who clicked “Get Directions” or “Call” converted later.
Example: Toronto Business Using Ad Extensions Successfully
Let’s say you own a spa in North York. By using call and location extensions, your ad could display:
“Relax & Rejuvenate at North York’s Top Spa | Book Now”
📞 Call Now | 📍 3 km Away – Get Directions
Your extensions make it easy for customers to call for appointments or visit your spa directly. Over time, this approach boosts both digital conversions and in-person visits.
For custom Google Ads setup or management, book your free 15-minute consultation at 93 Till Infinity Media and let our team help you optimize every click.
Common Mistakes to Avoid
- Forgetting to link your Google Business Profile.
- Using incorrect or outdated phone numbers.
- Not scheduling call extensions around business hours.
- Ignoring call tracking or store visit metrics.
- Failing to update hours or locations seasonally.
Avoiding these mistakes ensures your ads deliver maximum ROI and a smoother experience for customers.
FAQs
1. How do ad extensions improve Google Ads performance?
They make your ads more engaging and actionable, increasing click-through rates and conversions by adding useful info like phone numbers and maps.
2. Do I need a physical store to use location extensions?
Yes, you need a verified Google Business Profile with a physical address that customers can visit.
3. Can I track calls made through my ads?
Absolutely. Google Ads’ call reporting tracks call duration, conversions, and caller area codes to measure results.
4. How much do ad extensions cost?
Extensions themselves are free—you only pay when someone clicks your ad (such as the call button or map link).
5. Can I use multiple extensions in one ad?
Yes. You can use call, location, site link, and promotion extensions together to maximize visibility and results.
Conclusion
Ad extensions like call buttons and location maps turn your ads into interactive tools that help users take immediate action. When combined with the right local keywords and optimized copy, they can dramatically increase your phone calls, in-store visits, and local leads.
If you want professional help optimizing your Google Ads campaign for Toronto or GTA markets, book your free strategy call today with our expert team at 93 Till Infinity Media. Visit www.localbusinessmarketinghelp.com for more resources on boosting local visibility and conversions.