Sitelinks are one of the most effective ad assets available in Google Ads. They allow advertisers to show additional links beneath their ads, directing users to specific pages on a website.
Used well, sitelinks improve visibility, increase click-through rate, and help potential customers reach the most relevant content more quickly.
This article explains what sitelinks are, how they work, and why they’re an essential part of any well-structured Google Ads account.
What Are Sitelinks?
Sitelinks are clickable links that appear underneath a standard Search ad. Each sitelink takes users to a different page on your website, such as:
- Key service pages
- Pricing or product pages
- Case studies or testimonials
- Contact or enquiry pages
By offering multiple pathways, sitelinks give users more choice and help them find what they’re looking for faster.
How Sitelinks Appear in Ads
When sitelinks are eligible to show, they appear below the main ad headline and description. Depending on the device and available space, Google may show:
- Two to six sitelinks on desktop
- Fewer sitelinks on mobile
Each sitelink can include:
- A link headline
- Optional descriptive text (shown on desktop)
Google decides when and how many sitelinks appear based on relevance, performance, and available ad space.
How Sitelinks Work
Sitelinks work by extending your ad with additional, relevant landing page options. When a user clicks a sitelink, they are taken directly to that specific page — not the main ad’s default landing page.
This means sitelinks can:
- Shorten the user journey
- Improve ad relevance
- Increase engagement by matching intent more closely
Importantly, clicks on sitelinks are charged in the same way as headline clicks — you pay only when someone clicks.
Where Sitelinks Are Applied
Sitelinks can be added at multiple levels within a Google Ads account:
Account-Level Sitelinks
Apply across all eligible campaigns. Best for links that are universally relevant, such as “Contact Us” or “About Us”.
Campaign-Level Sitelinks
Apply only to a specific campaign. Ideal for promoting services, products, or themes relevant to that campaign.
Ad Group-Level Sitelinks
Apply to individual ad groups. This allows the highest level of relevance but requires more management.
Google will choose the most relevant sitelinks available based on where they are applied.
Why Sitelinks Matter
Sitelinks deliver several performance and usability benefits:
- Increased ad real estate on the search results page
- Higher click-through rates
- Better user experience
- More control over where traffic is directed
- Improved performance without increasing bids
Because they enhance ads without additional cost per click, sitelinks are one of the easiest ways to improve performance quickly.
Best Practices for Using Sitelinks
To get the most from sitelinks:
- Use clear, descriptive link text
- Avoid repeating the main ad headline
- Link to genuinely useful pages
- Keep sitelinks up to date
- Create multiple sitelinks to give Google options
- Align sitelinks with search intent
Where possible, adding descriptions to sitelinks can further improve engagement on desktop devices.
Common Sitelink Mistakes
Some common issues we see in underperforming accounts include:
- Using generic link text like “Learn More”
- Sending sitelinks to the same page as the main ad
- Leaving outdated or irrelevant sitelinks live
- Relying solely on account-level sitelinks
- Not reviewing sitelink performance
Regular review ensures sitelinks remain relevant and effective.
Why Sitelinks Should Be Standard Practice
Sitelinks aren’t a “nice to have” — they’re a core part of modern Google Ads setup. Accounts without sitelinks are often less visible, less helpful to users, and less competitive in crowded auctions.
Whether you’re running a small campaign or managing a large account, sitelinks should be built into your structure from day one. It might be a good time to improve your Google Ads sitelinks right now!