If headlines and descriptions are the foundation, then ad extensions are the key to increasing click-through rates by another 20%-30%. To make users more willing to click on your ads, you need to ensure your ads "occupy more space" on the page. Therefore, use all available extensions—sitelinks, structured snippets—to their full potential. Sitelinks can guide users to product categories, certifications, or videos; structured snippets are ideal for specifications like materials, models, or surface treatments. The richer the information, the more willing users are to click.

Second, keyword matching must be precise. For the B2B industry, broad match + phrase match + exact match works best—this ensures your ads are primarily shown to genuine buyers. Many low click-through rates stem from relying solely on broad match.

Third, ad ranking is critical. If your ad consistently ranks third or fourth, no matter how well-crafted, fewer users will see it, and click-through rates will stagnate. To fix this, raise bids, improve quality scores, and optimize relevance to push your ad higher. Every position forward leads to a noticeable CTR boost.

When you maximize extensions, refine targeting, and improve rankings, click-through rates will rise by at least another 30%. This is the underlying logic that makes Google Ads truly effective.