There has traditionally been a restriction placed by Google on the extensions that can be used in AdWords activity for ‘non family safe’ advertisers. So when Google informed us there would be an exception, specifically allowing 'non family safe' advertisers' to introduce Callout Ad Extensions from a go-live date of the 18th August, 2014, we moved quickly to implement the format as seen below.

With Callout Ad Extensions also open to competitors from this date, we couldn’t have anticipated that we'd have a two month head start using them. Lovehoney enjoyed an account wide spike in Quality Score that reduced cost per clicks over this period and allowed us to spend our budget far more efficiently.