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Discover how to set-up and manage account-level, campaign-level, and ad group-level callout extensions in Google AdWords. Callout Extensions in Google AdWords are a great way to show off more information about your business. Callout extensions are similar to sitelinks extensions but you just include text instead of links to different pages. Advertisers normally use callout extensions to show more about their products and services offered. You can include a total of four callouts in an ad but each callout is limited to 25 characters. If you use 25 characters for all of your callout extensions, usually Google AdWords will only show 2-3 at a time, whereas using less characters for your callouts allows them to show 4 at once.