Why Your Google Ads Look Small (and How to Fix It)
Most business owners in Brisbane are throwing money away on Google Ads because their ads look like a tiny text box in a sea of competitors. If you’re a plumber in Coorparoo or a lawyer in the CBD, you aren’t just competing on price; you’re competing for attention.
I see it every day. A business owner sets up an ad, writes two lines of text, and wonders why the phone isn't ringing. Meanwhile, the guy down the road has an ad that takes up half the screen, shows his phone number, lists his five-star reviews, and shows exactly where his shop is located.
He isn't necessarily paying more per click than you are. He’s just using "extensions"—what I call Ad Extras.
In this guide, I’m going to show you how to use these extras to dominate the search results, get more phone calls, and stop wasting your hard-earned cash.
What Are Ad Extras (and Why Should You Care?)
Think of a standard Google Ad like a basic business card. It has your name and what you do. An ad with "extras" is like a full-page spread in the local paper with a map, a coupon, and a list of your best services included for free.
Google loves these extras because they give people exactly what they want. Because Google likes them, they often reward you by showing your ad higher up the page for a lower cost.
The result for you? More people click your ad, more people call your business, and your competitors look invisible by comparison. If you aren't using these, you are essentially leaving money on the table for the business next door to pick up.
The Extras That Actually Make You Money
There are dozens of things you can add to an ad, but as a busy business owner, you only need to care about the ones that drive real-world results. For most Brisbane businesses, that boils down to four main categories.
1. The "Call Me Now" Button
For tradies and service businesses, this is the holy grail. It puts your phone number right there in the ad. On a mobile phone, it becomes a clickable button.One tap, and the customer is talking to you. No visiting your website, no hunting for a contact page, no friction. I’ve seen this single change double the number of enquiries for an electrician we work with in Morningside. People are lazy; if you make them work to find your number, they’ll just click the next ad.
2. The "Visit My Shop" Map
If you have a physical location—a retail store in Chermside or a showroom in Fortitude Valley—you need the Location Extra. This links your Google Business Profile to your ads. It shows the customer how many kilometres away you are and gives them a "Directions" button.3. The "Trust Me" Stars
Nothing sells a local service faster than seeing that 4.8-star rating. You can pull your Google reviews directly into your ads. When a customer sees your ad next to one that has no reviews, who do you think they’re going to call?4. The "What We Do" List
You can add short snippets of text like "24/7 Emergency Service," "Family Owned," or "Free Quotes." These don't cost extra, but they tell the customer exactly why they should pick you over the big national franchises.Trends for 2024: Where Google is Heading
Google is moving away from letting you control every single word. They are moving toward "Automated Extras." This means Google’s computer looks at your website and decides what extra information to show.
My take? Be careful. While Google is smart, it doesn't know your business like you do. I’ve seen Google pull old pricing or outdated services from a website and put them in an ad. You need to manually set these up to ensure the information is 100% accurate. Don't let a computer handle your reputation.
Another big trend is Visuals. We are seeing more images appearing in search ads. If you’re a landscaper or a tiler, showing a high-quality photo of your work right in the Google search result is a game-changer. It turns a boring text ad into a visual portfolio.
How Much Will This Cost?
Here’s the best part: Google doesn't charge you extra to add these to your ads.
You still only pay when someone clicks. In fact, because these extras make your ad more relevant, Google often lowers your cost-per-click. It’s one of the few times in business where you get more for less.
However, you do have to factor in the time (or the cost of an expert) to set them up properly. If you do it yourself, it might take you a few hours to get the hang of it. If you hire an agency, it’s usually part of your management fee.
Stop Wasting Money on the Wrong Things
I see so many Brisbane business owners obsessed with "getting more clicks." Clicks don't pay the mortgage—sales do. If you are paying for clicks from people who are just browsing or looking for a job, you're burning money.
This is why it's vital to stop wasting ad budget on the wrong people. By using specific ad extras, you can pre-qualify your visitors. For example, if you list your "Starting from $150" price in an ad extra, the people looking for a $20 fix won't click. You just saved yourself a wasted click fee.
Similarly, many owners get caught up in bidding wars. They think they need to bid on every keyword imaginable. I’ve written before about why you should be careful when you bid on a competitor's name. Often, it's a vanity project that ends up costing a fortune for very little return. Focus on making your own ads as big and helpful as possible first.
The "Gold Coast" Test: A Real-World Example
We worked with a pest control company that was struggling to get leads in a crowded market. Their ads were basic, and they were paying about $15 per click.
We implemented three specific changes: 1. We added a Call Extra so people could call directly. 2. We added Image Extras showing their clean, branded vans (this builds massive trust). 3. We added Price Snippets so they didn't waste money on people looking for "cheap" unlicensed sprays.
Within three weeks, their cost per lead dropped by 30%. They weren't spending more money on Google; they were just getting better results from the money they were already spending.
What Should You Do First?
If you’re looking at your Google Ads account right now and feeling overwhelmed, here is your three-step plan to get moving:
1. Check your Phone Number: Make sure your mobile number or office line is set up as a Call Extra. This is the single biggest win for local businesses. 2. Link your Google Business Profile: This gets your address and your star rating into the ads. If you don't have a Business Profile, get one—it's free and essential for Brisbane locals to find you. 3. Add 4 "Sitelinks": These are the little blue links under your main ad. Use them to point to your most profitable services (e.g., "Hot Water Repairs," "Blocked Drains," "Emergency Callouts").
The Blunt Truth About DIY Marketing
Look, I’ll be honest with you. You can do this yourself. Google makes the buttons easy to find. But there is a difference between "having it turned on" and "having it work."
Most business owners I talk to in places like North Lakes or Upper Mt Gravatt are flat out running their actual business. They don't have time to check if their ads are showing up at 2 AM when they're asleep. This is a common trap—stop wasting ad money while you sleep by making sure your ads (and their extras) are only appearing when you're actually around to answer the phone.
Common Mistakes to Avoid
Being too vague: Don't use an extra to say "We are the best." Use it to say "Licensed & Insured - 20 Years in Brisbane." Broken Links: If your ad extra points to a page on your website that doesn't work on a phone, you've just paid for a frustrated customer. Set and Forget: Google changes the rules constantly. What worked in 2022 won't necessarily work today. You need to look at your numbers at least once a month.
Summary: Will This Make You Money?
Yes. Ad extras are the closest thing to a "free lunch" in the world of online advertising. They make your business look bigger, more professional, and easier to contact.
If you do this right: You will get more phone calls. You will spend less on useless clicks. You will stand out from the competition.
It usually takes about 7 to 14 days to start seeing the impact on your results. It’s not an overnight miracle, but it’s a solid, proven way to grow a local business.
Need a Hand Getting This Sorted?
At Local Marketing Group, we don't care about "impressions" or "engagement rates." We care about your phone ringing and your calendar filling up. We’ve helped dozens of Brisbane businesses take control of their Google Ads and stop the bleeding of wasted budget.
If you want someone to take a look at your ads and tell you exactly where you're losing money, give us a shout. We’ll give you a straight-talking assessment of what’s working and what’s a waste of time.
Ready to grow? Contact Local Marketing Group today.