In 2013, Google AdWords introduced a feature that got digital marketers excited: Offer Extensions. For the first time, advertisers could surface deals and discounts directly within their search ads—making it easier to promote limited-time offers and drive high-intent clicks.
But if you try to find that option in the current Google Ads interface, you’ll come up short.
So what happened?
Offer Extensions Were Introduced, Not Discontinued
Contrary to some search results or blog headlines, Offer Extensions weren’t discontinued in 2013—they were launched that year. Their purpose was straightforward: help businesses highlight promotions like “20% off,” “Free shipping,” or “Limited-time offer” within their paid search ads.
This gave advertisers a new way to increase visibility and improve click-through rates with time-sensitive incentives.
How They Worked
Back then, Offer Extensions let you link directly to a redeemable offer or coupon. Users could either print the offer (yes, that was still a thing) or use a promo code in-store or online. These offers appeared directly below your ad copy, similar to how sitelinks or callouts work today.
Where Are They Now?
Over time, Google streamlined and merged features like Offer Extensions into broader extension types or retired them in favor of new tools.
Today, the most similar features include:
- Promotion Extensions – These let you highlight sales events and special offers with structured formatting (e.g., “10% off Labor Day Sale”).
- Structured Snippets – Used to list things like product categories, styles, or services.
- Sitelinks & Callouts – Helpful for drawing attention to value-adds, features, or landing pages.
So while the original Offer Extensions are no longer listed as a standalone feature, their functionality lives on—evolved into newer, more flexible formats that better match how users shop online today.
Why This Matters
If you’re managing Google Ads today, it’s worth revisiting Promotion Extensions to take full advantage of what Offer Extensions once aimed to solve. They’re great for:
- Running time-limited campaigns
- Increasing visibility of high-converting promos
- Matching user intent with a compelling offer, directly in the ad copy
Just like in 2013, the goal is still the same: make your offer obvious and easy to act on.
Additionally, Google recommends using sitelinks to promote offers via landing pages or to take advantage of the Google Offers for Business program to promote future deals.
