Sitelinks are additional links shown beneath your Google Ad that take users to specific pages on your site. Common examples include “Contact Us,” “Pricing,” “Free Trial,” “Customer Reviews,” and “Locations.” Each sitelink can include up to 25 characters of link text and two 35-character description lines.
Sitelinks give shoppers more paths into your site — but none of it matters if you can’t measure what happens after the click. Make sure your is set up correctly before you optimize which sitelinks convert best.
I’ve noticed that well-structured sitelink examples can significantly boost ad performance. They guide users to the most relevant pages, make navigation easier, and increase engagement with your site.
Sitelinks in Google Ads allow you to add extra links beneath your main ad. Use them to direct users to specific product or service pages. For example, this can increase your CTR (Click-Through Rate) by 10-15% if the links match user intent.
What’s a benefit of using the sitelink extension? Many advertisers overlook enhanced sitelinks, but they are a secret weapon—adding descriptions to sitelinks makes ads take up more space in search results, leading to a noticeable increase in CTR.
In the previous post, you learned 20 ad copy strategies to put your Click Through Rates (CTR) ahead of your competition. Today, we’re going to kick it up a notch with ad extensions.
As of 2025, Google Ads started including ad extensions into their Quality Score algorithm. What does this mean for advertisers? Missing out on the CTR and quality score boosting benefits of ad extensions is putting you at a major disadvantage.
So what’s the ad extension you should always be running?
This article contains:
Overview of Google Ads Assets
Alright, let’s get into the nitty-gritty of ad extensions, a game-changer in the world of Google Ads.
While analyzing different campaigns, I found that Google Ads sitelinks examples perform best for branded queries, often increasing CTR by 20-30% when linking to high-interest pages rather than generic sections like “About Us” or “Contact.”
Google ads sitelink improves visibility and increases the CTR of an ad.
What are sitelink extensions is a common query among advertisers looking to enhance their ads.
Using ad extensions effectively can significantly boost your ad performance, making your ads not just visible but irresistible.
Some sitelink examples include links to promotional pages, services, or contact forms that make it easier for your audience to engage without navigating through multiple steps.
What are sitelinks in Google Ads?
Sitelinks in Google Ads help improve ad visibility by providing additional clickable links beneath the main ad text.When running Google Ads, understanding what sitelinks are is crucial to maximizing ad visibility and performance.
A sitelink extension allows advertisers to add extra links beneath their main ad, directing users to specific pages on a website. But what is a sitelink in Google Ads, really?
It’s more than just extra real estate—sitelink extensions, when used properly, can significantly increase CTR. Many advertisers ask how many sitelinks you can have; Google typically shows up to four, though you can add more.
Looking for sitelink extension examples or site links examples can be helpful for inspiration. If you’re still unsure, just search for Google sitelinks example or Google Ads sitelink extensions examples—seeing them in action clarifies their impact.
A common question is how many sitelinks can you have, and while Google allows up to eight, not all of them will always appear—only the most relevant ones get displayed.
When you set up sitelinks in Google Ads, you give your audience direct access to specific parts of your website, improving user experience and potentially increasing your ad’s click-through rate.
We tested a new site link extension example across three ad groups — CTR increased by 10%.
After adding sitelink descriptions, we observed stronger engagement, particularly on mobile devices. Sitelinks are 2-4 additional links you can include in your ad.
Sitelinks quick tips: add Google Ads sitelinks keywords to make your ads more relevant.
- Google Ads sitelinks need to lead to a different page other than your destination URL. If you are sending visitors to your homepage, then your sitelinks cannot also lead to your homepage.
- Sitelinks don’t appear all the time. Don’t continually search your ads to see if they are live on Google.com. Instead, use the ad preview tool. Typically, sitelinks appear in the top 1-3 positions.
- Sitelinks work best when you consider other pages that are important to your customers. Think about what else may be helpful to a customer when making a particular search. Consider the buying funnel and search marketing. What else will be relevant to a user?
- If someone is searching for “rent a car new LAX”, perhaps your primary link goes to your rentals page, but your sitelink leads to a page describing your famous 15 minute check in / checkout. Another sitelink is dedicated towards luxury rentals, helping those interested in luxury head directly to the page that is most relevant to them. Another sitelink may lead to your contact page, to help users interested in calling your store.
When creating sitelinks, always add the optional description lines. I’m still surprised when I see advertisers skipping over this simple step to more clicks.
Sitelinks without the description lines still add a CTR boost. See this example by Amazon, which most likely has a higher CTR for having sitelinks, but can go the extra step by adding description lines to their sitelinks.
When advertisers take the time to create sitelinks with other pages helpful to users, and add the extra description lines, the impact is significant.
Sitelink Examples
Here's what well-written sitelink assets look like in practice, staying inside the 25/35/35 character limits above:
| Industry | Sitelink Text | Description Line 1 | Description Line 2 |
|---|---|---|---|
| E-commerce | Shop New Arrivals | Free shipping over $50 | New styles added weekly |
| SaaS | See Pricing Plans | Plans start at $29/mo | No credit card required |
| Local Service | Book a Free Quote | Same-day estimates available | Licensed & insured team |
| B2B | Talk to Our Team | Get a response within 24 hrs | Trusted by 500+ companies |
What is sitelink text?
It’s the descriptive text that accompanies your sitelink, helping users understand what they will find when clicking the link.
Crafting the right sitelink text is a game changer—using generic labels like “Learn More” is a missed opportunity, while adding curiosity-driven phrases can double the click rate.
When creating sitelink text, ensure it clearly describes the page’s content, making it easier for users to decide whether to click the link.
When writing sitelink text, be concise yet descriptive. Each sitelink text should clearly communicate what users will find on that page. Instead of generic terms like “Click Here,” use specific phrases like “Luxury Car Rentals” or “Quick Checkout.” This specificity not only improves the user experience but also aligns better with user intent, leading to higher engagement.
Sitelink descriptions are short snippets of text that accompany your sitelinks, providing users with more context about what each link offers.
Adding description lines to your sitelinks is an often-overlooked step that can significantly boost their effectiveness. These lines provide additional context and details about the sitelink, making them more compelling.
For instance, if your sitelink text is “Special Offers,” the description line could be “Save up to 30% on weekend rentals.”
Let’s take a closer look at an example to illustrate this. Suppose you manage a car rental service. Your main ad is focused on promoting weekend rental discounts.
Here’s how your sitelinks might look:
Sitelink Text: Customer Support
Description Line: 24/7 assistance for all your rental needs.
Destination URL: example.com/customer-support
In this setup, each sitelink provides clear value and directs users to a specific page relevant to their needs.
Google Ads Sitelink Character Limits (2026)
| Element | Character Limit |
|---|---|
| Sitelink link text | 25 characters (12 for CJK languages) |
| Description line 1 | 35 characters |
| Description line 2 | 35 characters |
Description lines must be added as a pair — either both or neither. Spaces and punctuation count toward every limit.
Key Types of Google Ads Assets and How They Work
Callout Assets
Callout extensions are your chance to brag a little. You can add snippets of text to highlight your business’s unique features, like “Free Shipping” or “24/7 Support.”
Because they aren’t clickable, they serve as the perfect spot for your “always-on” benefits that don’t necessarily need their own landing page. By stacking multiple callouts, you create a wall of trust and value that surrounds your main message. They are short, punchy, and designed to give hesitant shoppers that final nudge to choose you over a competitor.
Examples of Callout Assets:
E-commerce: Free Delivery Over $50 • 30-Day Money Back • No Hidden Fees • Eco-Friendly Packaging
Service Business: Family Owned & Operated • Fully Insured • Free On-Site Estimates • Same-Day Service
SaaS/Software: No Credit Card Required • Cancel Anytime • 99.9% Uptime Guarantee • 24/7 Live Chat
Education: Flexible Schedules • Certified Instructors • Lifetime Access • Job Placement Support
Structured Snippets
Structured snippets give users more context about your products or services. Think of it as a quick list of what you offer under specific categories, like types of services or key features. Unlike callouts, which are for general benefits, structured snippets must follow a specific header like “Brands,” “Styles,” or “Types.” This helps organize your offerings into a readable format that answers the user’s “What exactly do they have?” question before they even visit your site.
Examples of Structured Snippets:
Types: Mountain Bikes, Road Bikes, Hybrid Bikes, Electric Bikes
Service catalog: Oil Change, Brake Repair, Tire Alignment, Engine Diagnostics
Brands: Nike, Adidas, Puma, Reebok, Under Armour
Courses: Digital Marketing, Graphic Design, Data Science, UX Design
How many sitelinks can you have depends on the device, with up to four on desktop and two on mobile. Sitelinks are additional links in your ad that take people to specific pages on your website, like your store hours or a specific product page. This added detail helps potential customers understand exactly what they can expect from you and gives them more “real estate” to click on, which significantly boosts your CTR.
Examples of Sitelink Assets:
E-commerce: Men’s Collection • Women’s Sale • New Arrivals • Contact Us
SaaS: Pricing Plans • Book a Demo • Case Studies • Free Trial
Local Service: Emergency Repair • Request a Quote • Our Gallery • Meet the Team
Education: Enroll Now • Course Catalog • Financial Aid • Student Login
Call Assets
Call extensions put your phone number right in the ad, making it super easy for users to call you directly. This is especially useful for mobile users who can just tap and call, leading to immediate customer interaction and potential sales.
Location Assets
If you’ve got a physical storefront, location extensions are a must. These show your address and a map, helping local customers find you. It’s like putting a pin on the map for everyone to see, which can drive more foot traffic to your business.
This extension also pulls in key details from your Google Business Profile, such as your operating hours and phone number. On mobile, it even adds a “Call” button and a “Directions” link, making it incredibly easy for someone to navigate straight to your door. By showing users exactly how close you are—often displaying the specific distance in miles or kilometers—you remove the guesswork and capture “near me” search intent in real-time.
Examples of Location Assets:
Retail: 123 Fashion Ave, New York, NY • Open until 9:00 PM
Restaurant: 456 Tasty Blvd, Chicago, IL • 0.2 miles away
Service: 789 Repair St, London • Directions • (555) 010-9988
Affiliate: Available at Best Buy • 1.5 miles away (for brands sold in retail chains)
Price Assets
Price extensions display your products or services along with their prices. This is great for setting expectations right from the search results. Users can see what you offer and how much it costs, which can attract those looking for specific deals.
By showcasing your pricing upfront, you qualify your traffic before the click even happens. If a user is looking for a budget-friendly option and sees your premium price, they might not click, which saves you money on unqualified leads. On the flip side, transparent pricing builds immediate trust. These extensions appear as a set of interactive cards that users can swipe through on mobile or see in a list on desktop, each leading to a specific page on your site.
Examples of Price Assets:
Software: Basic Plan — $19.99/mo • Pro Plan — $49.99/mo • Enterprise — From $99.99/mo
Hair Salon: Women’s Haircut — From $45.00 • Hair Coloring — From $80.00 • Styling — $30.00
Hotel: Standard Room — $120/night • Deluxe Suite — $250/night • Family Room — $180/night
E-commerce: Cotton T-Shirts — $15.00 • Denim Jeans — $40.00 • Hoodies — From $35.00
App Assets
Got an app? App extensions let you promote it directly in your ad. Users can download your app right from the search results, increasing your app installs and engagement.
This asset is unique because it provides a dual-purpose experience: users can click your ad’s headline to visit your website or click the app link to go directly to the Google Play Store or Apple App Store. This flexibility ensures you don’t lose potential web traffic while still offering a “fast track” for mobile-first users. It’s particularly effective for businesses where the app offers a better user experience, such as food delivery, travel booking, or fitness tracking.
Examples of App Assets:
Food Delivery: Get 20% off your first order — Download the TastyApp
Fitness: Track your runs for free — Install the MoveMore App
Travel: Book flights on the go — Get our app on the App Store
Finance: Manage your budget easily — Available on Google Play
If your only goal is driving app installs, you might want to look into App Campaigns. But if you want to give users a choice between your site and your app, this extension is the way to go.
Promotion Assets
Promotion extensions are perfect for highlighting special sales or limited-time offers. They make your ad stand out by showing off discounts and deals, encouraging users to click and take advantage of the savings.
These extensions appear with a distinctive price tag icon, which visually separates your ad from the rest of the text on the page. You can schedule them to run during specific dates—like Black Friday or a Back-to-School season—ensuring your seasonal offers are front and center without you having to rewrite your main ad copy. It’s a high-impact way to drive urgency and attract price-sensitive shoppers.
Examples of Promotion Assets:
Holiday Sale: $20 off orders over $100 • Code: HOLIDAY20 • Ends Dec 24
Percentage Discount: 30% off all winter gear • Winter Clearance
Back to School: 15% off laptops for students • Valid through Sept 1
Flash Sale: Buy 1 Get 1 Free • Spring Collection • Limited time only
How to Create Effective Sitelinks?
Ad sitelinks allow you to showcase more than just a single landing page, giving users more paths to navigate through your website directly from the search result page.
Crafting effective sitelinks begins with selecting the right pages on your site. Each sitelink should lead to a different page that complements the main destination URL.
Ensure each Sitelink in your Google Ads is relevant to the user’s search intent, as this increases the chances of them clicking on it.
Avoid redundancy; if your main ad points to your homepage, your sitelinks should guide users to more specific, yet related pages.
For example, if you run a car rental service and your main ad directs to your general rentals page, your sitelinks could lead to pages about luxury rentals, special deals, rental policies, and a quick checkout feature.
How To Add a Sitelinks in Google Ads
Sitelinks now live under Assets, not the old "Extensions" tab. Here's the current path:
- Open your campaign (or go to the account level to apply sitelinks broadly) and click Ads & assets in the left-hand navigation.
- Select Assets, then click the + button and choose Sitelink.
- Enter your sitelink text (up to 25 characters) and the destination URL.
- Optionally add two description lines (35 characters each) — remember, it's both or neither.
- Choose whether the sitelink applies at the account, campaign, or ad group level.
- Save, then repeat to add at least 4-6 sitelinks — Google recommends a range for enhanced sitelinks to trigger consistently.
The Google Ads Asset You Must Run
While there are many ad extensions, which we’ll cover in our Google Ads Help Series, there is one ad extension you should always be running for your business.
- Enhanced Sitelinks (aka Sitelinks)
Enhanced Sitelinks for Google Ads
Enhanced sitelinks offer additional options for ad extensions, allowing you to add even more valuable links to your ads for better user experience.
Enhanced sitelinks provide additional text under ads, making them more informative and engaging.
Google AdWords sitelinks are essential tools for advertisers, offering additional links that can drive more traffic to the relevant sections of your website.
Sitelinks are powerful. When you enter the top positions for AdWords, they will give you a massive CTR boost by taking up almost double the space of a standard ad on the search engine result page. Improved CTR’s lead to a quality score increase, which reduces your CPC. One of my favorite topics in the world of Google Ads is getting more clicks — in a higher position than your competition — for less!
Click Through Rate Increase with Enhanced Sitelinks
Site link extensions in Google Ads are a powerful way to increase the space your ad occupies on the search engine results page, boosting its prominence.
When taking your ad copy and sitelinks pooled data, Sitelinks increase your CTR by 10-20%. You can measure your stats for each specific sitelink by segmenting the data on your sitelink extensions page.
One key insight about Google Ads sitelink usage is that underperforming sitelinks can lower overall ad quality, so regularly updating them with fresh, high-engagement links is essential.
You can see the massive difference in performance from one sitelink to the next. My first one (highlighted above) has a 0.11% CTR, and a 13.22% conversion rate – that’s higher than my normal ad copy!
The “free shipping” ad extension only had a 0.01% CTR, and no conversions. This is a perfect example to always be testing. I’ll be pausing the “Free Shipping” extension for this ad group, as it doesn’t seem to connect with the audience.
Measuring Sitelink Performance
Alright, let’s break it down and get you measuring those sitelink performances like a pro. You’ve set up your sitelinks, and now it’s time to see how they’re doing.
First things first, log in to your Google Ads account and head over to the “Ads & Extensions” tab on the left-hand menu. This is your command center for all things ad extensions. Once you’re there, click on “Extensions” to get a look at all your ad extensions in one place.
Now, filter this view to show only your sitelinks. Use the filter option and select “Sitelinks” so you’re only dealing with the data that matters right now. You’re looking at a list of your sitelinks and how they’ve been performing, but we need to go deeper.
Click on the “Segment” button and choose “This Extension vs. Other” under the “Click Type” segmentation. This will break down how many clicks each sitelink got compared to your main ad.
Pay attention to the key metrics:
Click-Through Rate (CTR): This tells you how many people clicked on your sitelink versus just seeing it. Compare it to your main ad’s CTR. If your sitelinks have a higher CTR, they’re doing their job.
Conversion Rate: This is the money metric. Look at how often clicks on your sitelinks lead to conversions. If one sitelink is driving more conversions, it’s a keeper.
Cost Per Click (CPC): Check out how much you’re paying for each click on your sitelinks. If you’re getting a lower CPC with high conversions, you’re hitting the sweet spot.
Impressions and Clicks: Look at how many times your sitelinks were shown and clicked. This gives you a sense of which sitelinks are the most popular.
This post is part of this series: .
Always Test Your Sitelinks.
Adwords sitelinks are crucial for enhancing your Google Ads campaigns, as they improve visibility and provide users with a more detailed set of options to explore.
Your AdWords account has a lot of moving parts. It can be difficult enough for most businesses to test ad copy, let alone sitelink extensions. Simply having sitelinks will give your account a well-needed CTR boost, but optimizing your sitelinks will put you miles ahead of the competition. As you can see in the previous example, not every sitelink will perform well for you. I created the “Free Shipping” sitelink thinking it would garner huge CTR’s, but the audience was much more concerned (and ready to convert) when I served them the “Specials” sitelink.
Take the time to manage and optimize your account, and you’ll march towards higher CTR’s, lower CPC’s, and a cheaper cost per conversion.
We live, breathe & Dream Paid Traffic
Frequently Asked Questions
What are sitelinks in Google Ads?
Sitelinks are additional links shown beneath your Google Ad that take users directly to specific pages on your site — like a pricing page or a specific product category — instead of just your homepage. Each sitelink supports 25 characters of link text plus two optional 35-character description lines.
How do I add sitelinks in Google Ads?
Go to Assets in the left-hand menu of your Google Ads account, click the plus button, select Sitelink, and add your link text, description lines, and final URL. You need a minimum of 4 sitelinks for Google to serve them. See the full step-by-step walkthrough above.
Do sitelinks actually improve click-through rate?
Yes — sitelinks typically boost CTR by 10-20%, and on branded queries specifically, that lift can reach 20-30%. Most of that gain comes from the description lines, which advertisers frequently leave blank.
Are "ad extensions" and "assets" the same thing in Google Ads?
Yes. Google renamed "Ad extensions" to "Assets" across the Google Ads interface. Sitelinks, callouts, structured snippets, call, location, price, app, and promotion extensions are now all managed under the Assets tab — the features themselves didn't change, just where you find them.
How do I know if my sitelinks are actually working?
Segment your Assets performance report by CTR, conversion rate, CPC, and impressions for each individual sitelink — not just the campaign as a whole. If you're also tracking conversions properly, comparing sitelink-driven clicks against your conversion tracking setup will show you which sitelinks are actually driving results versus just clicks.