Sitelinks
Use pages that answer common questions: Pricing, Features, Case Studies, Security, Contact.
Callouts
Use short credibility bullets: “SOC2”, “24/7 support”, “Free migration”.
Structured snippets
List categories (Services/Features/Types) to add specificity.
Rule
Extensions should reinforce the same promise as the main ad. If your ad is about “speed”, don’t add sitelinks about “culture”.