Promotion Extensions

Promotion Extensions (now called Promotion Assets) are Google Ads assets that display a special offer or discount beneath your ad, featuring a price tag icon, the promotion details (percentage or monetary discount), and a link to the promotional landing page. They support occasion-based scheduling for holidays and seasonal events.

Key Takeaways

• Display promotional offers with a distinctive price tag icon beneath your ad
• Support percentage discounts (“20% off”) or monetary discounts (“$50 off”)
• Can be tied to specific occasions (Black Friday, Back to School, etc.)
• Include optional promo codes and minimum order requirements
• Schedule start and end dates to automate promotional campaigns

What Are Promotion Extensions

Promotion Extensions give your sales and discounts prominent, visually distinct placement in your ads. Unlike Callout Extensions where you might write “20% Off Sale,” promotion extensions display this information in a standardized format with a price tag icon that draws attention.

A promotion extension displays:

Element	Example	Required
Occasion	Black Friday, Back to School, None	Optional
Discount type	Percentage off, Monetary discount, Up to percentage, Up to monetary	Yes
Discount amount	20%, $50, etc.	Yes
Item description	”Winter Jackets” or “All Orders”	Yes (15 characters)
Promotion details URL	Link to promotional page	Yes
Promo code	SAVE20	Optional
Orders over	$100 minimum	Optional
Display dates	Start and end dates	Optional

How It Works

Creating promotion extensions in the 2026 Google Ads interface:

1. Go to Ads & assets > Assets and select Promotion
2. Select an occasion (optional) — choose from predefined occasions like Black Friday, Valentine’s Day, Back to School, or select “None” for general promotions
3. Choose discount type — percentage off, monetary discount, up to percentage off, or up to monetary discount
4. Enter the discount — the specific amount (e.g., 25% or $30)
5. Describe the promoted item — what the discount applies to (25 characters)
6. Set the destination URL — link to the promotional landing page
7. Add optional details — promo code and/or minimum order amount
8. Schedule dates — set when the extension should start and stop showing

Google shows promotion extensions when:

• The ad appears in a top position
• The promotion is relevant to the search query
• The scheduled dates are active
• The extension is predicted to improve performance

Predefined occasions available include: New Year’s, Valentine’s Day, Easter, Mother’s Day, Father’s Day, Labor Day, Back to School, Halloween, Black Friday, Cyber Monday, Christmas, and several more.

Practical Example

An outdoor gear retailer creates three promotion extensions for different seasonal campaigns:

Promotion	Occasion	Discount	Item	Code	Dates
Spring Sale	None	25% off	Hiking Gear	SPRING25	Mar 15 - Apr 15
Memorial Day	None	Up to 40% off	Camping Equipment	—	May 20 - May 28
Back to School	Back to School	$30 off	Backpacks	BTS30	Jul 15 - Sep 5

Spring Sale results (30 days):

Metric	Ads Without Promo Ext.	Ads With Promo Ext.	Change
Impressions	42,000	42,000	—
CTR	4.6%	6.8%	+48%
Clicks	1,932	2,856	+924
Conversions	116	214	+84%
Avg order value	$145	$168	+16%
Revenue	$16,820	$35,952	+114%
Promo code usage	—	67% of orders	—

The promotion extension drove a 48% CTR increase and an 84% increase in conversions. Notably, average order value also increased by 16% — users attracted by the discount often added non-discounted items to meet the free shipping threshold.

Promo code tracking confirmed that 67% of converting users applied the SPRING25 code, directly attributing those sales to the promotion extension.

Why It Matters

Promotion extensions solve a visibility problem: even if your ad copy mentions a sale, it competes for attention with your main messaging. The promotion extension’s price tag icon and standardized format create an unmistakable visual signal that a deal is available, which is exactly what deal-seeking users scan for.

The scheduling capability is particularly valuable. You can set up promotions weeks in advance with specific start and end dates, eliminating the risk of forgetting to activate or deactivate promotional messaging. Combined with Price Extensions showing your regular pricing and Sitelinks linking to sale categories, promotion extensions complete a comprehensive pricing and offers experience within a single ad.