top of page
Buddylytics LLC Company Logo

What Are Sitelinks in Google Ads? (And Why They Matter)

  • Writer: Gerald D'Onofrio
    Gerald D'Onofrio
  • Apr 23
  • 2 min read

Updated: May 7

Sitelinks are additional clickable links that appear under your Google Ads, giving users shortcuts to key pages. They typically increase CTR by 20-30% while lowering cost-per-conversion.


ree

How Sitelinks Work


  • Appear below ad text (up to 6 links)

  • Require 2+ sitelinks to show

  • Auto-generated from your final URL’s structure unless customized

Where they appear:

✔ Google Search results

✔ Google Maps ads

✔ Some Display Network placements


4 Key Benefits of Sitelinks


  1. More Real Estate

    • Takes up 50% more space in search results

  2. Better User Experience

    • Directs users to relevant pages (e.g., "Pricing," "Contact")

  3. Higher CTR

    • 25% average CTR lift

  4. Lower CPC

    • Improved Quality Score from better relevance


Types of Sitelinks


1. Standard Sitelinks

  • Basic links to pages (e.g., "Our Services," "About Us")

  • Max 25-character description


2. Call Sitelinks

  • Phone number click-to-call

  • Requires call extensions


3. Lead Form Sitelinks

  • Direct link to embedded forms

  • Only for eligible accounts


How to Set Up Sitelinks


Step 1: Navigate to "Ads & Extensions"

  • Select campaign → "Extensions" → "Sitelinks"


Step 2: Add New Sitelinks

  • Enter link text (≤25 chars)

  • Add destination URL

  • Optional: Description (≤35 chars)


Step 3: Optimize

  • Use high-traffic pages

  • Match ad group themes

  • Test different text


5 Best Practices


Prioritize High-Value Pages

  • "Free Trial," "Pricing," "Contact"

Use Action-Oriented Text

  • "Get a Quote" vs. "Quotes"

Match Search Intent

  • For "CRM software" ads: "CRM Integration Guide"


Mobile Optimization

  • Shorter text (mobile shows fewer characters)


A/B Test Descriptions

  • Try "Limited-Time Offer" vs. "Special Discount"


Common Mistakes to Avoid


❌ Broken Links: 404 errors hurt Quality Score

❌ Duplicate Links: Same URL across multiple sitelinks

❌ Vague Text: "Click Here" instead of "View Pricing"

❌ Ignoring Mobile: Long text gets truncated


When Sitelinks Don’t Show

Reasons they might be missing:


  • Low Ad Rank: Requires "Good" or better

  • Irrelevant Pages: URLs don’t match search intent

  • Policy Violations: Restricted content


Fix: Improve Quality Score + add more sitelinks.


Need High-Converting Sitelinks?

Our Google Ads experts will:


  • Audit your current sitelinks

  • Research competitor strategies

  • Implement CTR-boosting links



bottom of page