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How to Add Sitelink Extensions in Google Ads (Step-by-Step Guide with Pro Tips)

  • Marketingchimp
  • Jul 9
  • 3 min read

If you're not using sitelink extensions in your Google Ads campaigns, you're missing out on valuable real estate, higher click-through rates, and more chances to convert. These nifty little links let you showcase additional pages under your main ad — giving potential customers more options, more context, and more reasons to click.


In this guide, we'll walk you through how to add sitelink extensions in Google Ads the right way, explain why they matter, and share some tips to help you get the most from them.


What Are Sitelink Extensions?


Sitelink extensions are additional links that appear below your main ad copy in search ads. They help users navigate directly to specific pages on your website — like a product category, contact page, pricing, or testimonials — all from a single ad.


They can appear in two formats:


  • Two-line format (desktop): Headline + short description

  • Single-line format (mobile and desktop): Just the headline link


Here’s an example:Main ad = “Professional Plumbing Services – Book Now”Sitelinks = “Emergency Repairs” | “Bathroom Installations” | “Pricing” | “Contact Us”


These are perfect for giving users more options without cluttering your ad.


Why Sitelink Extensions Matter


Adding sitelinks can significantly improve your campaign’s performance. Here's why they’re worth your time:


  • More visibility: Your ad takes up more space on the results page, pushing competitors down.

  • Higher CTR: Google’s own data shows ads with sitelinks can boost CTR by 10–20%.

  • Better UX: You’re helping users get to the page they actually care about faster.

  • Improved Quality Score: Better engagement = better score = lower CPC.

  • More data: See which pages people click, so you can optimise accordingly.


They’re easy to set up — and free. You only pay when someone clicks, just like your standard ad.


How to Add Sitelink Extensions in Google Ads (Step-by-Step)


You can add sitelink extensions at the account, campaign, or ad group level, depending on how specific you want to be.


Step-by-Step Guide:


  1. Log in to Google AdsHead to https://ads.google.com and sign in.

  2. Go to Ads & ExtensionsIn the left-hand menu, click on “Ads & extensions,” then click “Extensions” at the top.

  3. Click the Plus (+) ButtonSelect “+” and choose Sitelink extension from the dropdown menu.

  4. Choose Where to Add the SitelinksDecide whether to apply the sitelinks at the account, campaign, or ad group level.

  5. Add Your SitelinksYou can use existing sitelinks or create new ones. To create new sitelinks:

    • Sitelink text: This is your clickable link (up to 25 characters)

    • Description Line 1: Additional info (optional, but recommended)

    • Description Line 2: More detail (optional)

    • Final URL: Where the link takes people

  6. Add Multiple SitelinksYou can add up to 20 sitelinks per level. Google typically shows 2–6, depending on space.

  7. Save and ReviewHit “Save,” and your sitelinks will be reviewed (usually approved within hours).


Best Practices for Sitelink Extensions


Sitelinks are easy to set up, but done right, they can drastically improve your ad performance. Here’s how to get the most out of them:


1. Be Specific


Link to highly relevant pages — don’t just send all sitelinks to your homepage.


Examples:


  • Book a Free Demo

  • See Our Reviews

  • Download Price List

  • View Case Studies


2. Use Descriptions


Descriptions don’t always show, but when they do, they add context and can increase CTR.


3. Think Mobile


Keep sitelinks short, clear, and benefit-focused — especially for mobile users.


4. Test and Optimise


Google shows performance data per sitelink. Pause underperformers and try new ones.


5. Avoid Duplicate URLs


Make sure each sitelink points to a unique landing page to avoid errors and maximise value.


Where Sitelinks Show Up


Sitelink extensions can appear in both Search Ads and some Video ads on YouTube (if you link your YouTube account to Google Ads). They don’t appear in Display ads.


They’re most commonly shown on:


  • Branded search terms

  • High-performing ads with high Quality Scores

  • Top ad positions


The more relevant your ad, the more likely Google will display your sitelinks.


Final Thoughts


Sitelink extensions are one of the easiest and most effective ways to upgrade your Google Ads instantly. Whether you’re managing ads for a small local business or a national brand, adding sitelinks is a no-brainer.


They improve your visibility, help guide users to what they’re looking for faster, and give you valuable data to make your campaigns even better.


If you're not using them already — this is your sign to log in and start now.

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