How to Create and Use Sitelinks in Google Ads: Practical Steps, Pro Tips, and Tracking
Table of Contents
What Are Sitelinks?
Sitelinks Assets are extensions for your Search, Performance Max (text & display), and Video ads that allow you to show more information about your product or service.
They can both simplify navigation (for example, offering the user—along with the main landing link—direct access to Personal Account, About Us, Store Locations, or other sections not directly tied to the promoted product), and increase click-through rate using other approaches:
- Highlight trust-building pages — Return Policy, Fast Delivery, Reviews, and more.
- Display more product options — For Him, For Her, Unisex.
- Showcase pricing offers — Special Deal, Sale Week, etc.
In addition to communication benefits, sitelinks also make your ad technically larger, taking up more screen real estate (especially important on mobile, where they can expand your ad to 40% of the screen).
Three Levels of Sitelinks in the Google Ads Account Hierarchy
Your sitelink assets can be set at the account, campaign, or ad group level.
- Account-level: Can appear alongside campaign-level assets, or be excluded. Use for basic informational pages (Shipping, About Us, Reviews, Catalog, My Account).
- Campaign-level: Show across all ad groups within a campaign, or be excluded from specific groups. Great for category collections.
- Ad group-level: Only show within that specific ad group. Use for the most precise targeting.
Display of Sitelinks on Mobile Devices and Desktop
- Desktop: Up to 6 sitelinks (stacked vertically or side by side).
- Mobile: Up to 8 sitelinks (carousel format). In top positions, they may appear as a vertical list.
Note: This is accurate as of Q3 2025. Google may experiment with layouts, so numbers may vary.
How to Create Sitelinks for Your Campaign
When configuring PMAX or Responsive Search Ads, scroll below the headlines and descriptions to find the Sitelinks section.
How to Add Sitelinks
- Click the Edit icon in the Sitelinks field (opens Asset Library).
- Hit the Create button.
- Add at least two sitelinks to save changes.
- Fill in: Sitelink Text, Description, Final URL.
What Not to Do
- Don’t copy your headlines. Such sitelinks rarely show.
- Don’t link to the main landing page. They add no value and typically won’t get impressions.
Best Practice
Use sitelinks to highlight extra value: product pages, offers, FAQs, or contact options. This variety increases engagement and boosts results.
How to Track the Performance of Your Sitelinks
Adding sitelinks is just the first step. Measuring performance helps you understand their real impact.
Where to Find the Data
- Go to the Assets report in Google Ads.
- Apply a filter for Sitelinks only.
- View the report showing sitelinks across selected campaigns.
Metrics to Watch
- CTR (Click-Through Rate): Frequency of clicks on sitelinks.
- Conversions and actions: Which sitelinks drive results.
- Cost per action: How much you pay per result.
A Quick Tip
Sitelink impressions and clicks are tracked separately from main ads. This makes it easier to see the added value. Regularly optimize by keeping high performers and replacing weak links.