Setting Up Sitelink Extensions: Step-by-Step Guide

Sitelink extensions are among the most effective assets in Google Ads. They expand your ad with additional links, raise visibility in the search results and give users the ability to jump directly to the most relevant subpage. According to Google, sitelink assets raise the click-through rate of an ad on average by 10 to 15 percent (source: Google Ads help – sitelink assets).

Yet in many Google Ads accounts sitelinks are either not used at all or only half-heartedly set up. That is wasted potential – because properly configured sitelinks not only improve CTR but also the Quality Score and thus the cost per click.

In this guide you learn step by step how to set up sitelink extensions in Google Ads, which best practices apply in 2026 and which mistakes you should definitely avoid.

What are sitelink extensions (sitelink assets)?

Sitelink extensions – officially called "sitelink assets" since 2022 – are additional links below your Google Ads ad. They direct users to specific subpages of your website without them having to navigate via the main landing page first.

A typical example: your ad promotes your online shop. The sitelinks could then point to category pages like "Men", "Women", "Sale" or "New arrivals". At a glance the user sees the most important areas of your offer.

How sitelinks look in the search

On desktop Google shows up to six sitelinks, on mobile devices up to eight (as horizontally scrollable cards). Every sitelink consists of:

• Link text: maximum 25 characters – the clickable headline
• Description line 1: maximum 35 characters – optional additional info
• Description line 2: maximum 35 characters – further details
• Final URL: the destination page the click leads to

Important: Google does not always display the description lines. On mobile devices they are frequently hidden. Yet you should always fill them in – because when Google displays them, they massively enlarge the ad area.

Sitelinks vs. other ad extensions

Google Ads offers numerous asset types: callouts, snippet extensions, call extensions, location extensions and more. Sitelinks differ from all others because they are actually clickable and lead the user to their own URL.

While callouts and snippets only add text information (without their own link), sitelinks create additional entry points into your website. That makes them particularly valuable for accounts with several relevant landing pages.

Why sitelink extensions are indispensable in 2026

The importance of sitelinks has continued to grow in recent years. Here are the most important reasons why you should not run a Google Ads account without sitelinks in 2026:

1. More ad space in the search results

Sitelinks enlarge your ad visually. Instead of two to three lines your ad with sitelinks and descriptions takes up significantly more space. That pushes competitors further down and raises the probability that users click on your ad.

2. Higher click-through rate (CTR)

Google officially confirms that sitelink assets significantly raise CTR. In practice 10 to 20 percent more clicks are no rarity – depending on industry and configuration even more.

3. Better Quality Score

Expected click-through rate is one of the three factors of the Google Ads Quality Score. A higher CTR through sitelinks improves this factor, which can lead to lower CPCs and better ad positions.

4. More targeted user journey

Not every searcher has the same goal. With sitelinks you offer various entry points. One user searches prices, another references, a third wants to get in touch directly. Sitelinks serve all these intents at once.

5. No additional costs for setup

Sitelinks cost nothing extra for setup. You only pay when a user actually clicks on a sitelink – at the same CPC as for a click on the main ad. There is therefore no reason not to use them.

6. Automatic and manual sitelinks

Google distinguishes between automatic (dynamic) sitelinks and manually created ones. Automatic sitelinks are generated by Google itself from your website structure. Control over them is limited. Manual sitelinks give you full control over text, URL and scheduling. For professional campaigns manual sitelinks are the standard.

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Setting up sitelink extensions: the step-by-step guide

Now it gets concrete. Follow this guide to set up sitelinks in your Google Ads account.

Step 1: open the Assets area

1. Log into your Google Ads account

2. Click on "Assets" (previously "Ad extensions") in the left navigation

3. If you do not see the item, click on "Show more" in the navigation

Since the Google Ads interface update in 2023, you no longer find Assets under "Ads and assets", but as a standalone menu item.

Step 2: create a new sitelink

1. Click the blue plus symbol (+)

2. Select "Sitelink" from the list of asset types

3. Choose the level: Account,** Campaign** or** Ad group**

The level determines where the sitelink is served:

• Account level: the sitelink can appear in all campaigns and ad groups
• Campaign level: the sitelink only applies to the selected campaign
• Ad group level: the sitelink only appears in the specific ad group

Recommendation: start with the campaign level. This way you keep control without having to create own sitelinks for every ad group.

Step 3: write sitelink texts

Now fill in the fields:

• Link text (max 25 characters): short, concise, action-oriented. Examples: "Request quote now", "Compare prices", "View references"
• Description line 1 (max 35 characters): supplementary information to the link text
• Description line 2 (max 35 characters): further value or call-to-action
• Final URL: the exact page the sitelink points to

Important: always fill in both description lines. If Google decides to show the descriptions, both must be present – otherwise they are hidden completely.

Step 4: configure URL options (optional)

Under "URL options for sitelinks" you can:

• Tracking template: add UTM parameters or other tracking codes
• Final URL suffix: additional parameters appended to the URL
• Custom parameters: own parameters for your tracking system

For clean reporting it is recommended to provide every sitelink with its own UTM parameters. This way you can trace in Google Analytics 4 exactly which sitelink generates how much traffic and conversions.

Example for a UTM suffix:

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content=sitelink_prices

Step 5: set scheduling (optional)

Under "Advanced options" you can set when your sitelinks are served:

• Start and end date: ideal for seasonal actions or time-limited offers
• Weekdays and times: sensible when certain sitelinks are only relevant during business hours (e.g. "Call now")

Example: a sitelink "Saturday sale" could only be active on Fridays and Saturdays. A sitelink "Start live chat" only during service hours from 9 am to 6 pm.

Step 6: add more sitelinks

Google recommends creating at least four sitelinks per campaign. For optimal results you should build six to eight sitelinks. This way Google has more options to test and can serve the strongest-performing combinations.

Repeat steps 2 through 5 for each further sitelink. Make sure every sitelink points to a different URL – duplicate target pages are not allowed and are rejected by Google.

Step 7: save and check

Click on "Save". Google now checks your sitelinks for policy compliance. This process usually takes a few hours but can take up to a working day.

Check after approval:

• Are the sitelinks correctly displayed in the ad preview?
• Do all URLs lead to the right pages?
• Are the texts error-free and within the character limits?

Best practices for sitelink extensions in 2026

Setup is only the first step. For your sitelinks to unfold maximum impact you should consider these best practices:

Choose relevant and different target pages

Every sitelink must point to its own relevant subpage. Do not use generic pages like the homepage or the "About us" page if there are more specific alternatives.

Good sitelink targets are:

• Product categories or service pages
• Price pages or offer overviews
• References or case studies
• Contact page or appointment booking
• FAQ page or resource hub

Use action-oriented link text

Avoid generic link text like "Learn more" or "Click here". Instead use specific, action-oriented phrases:

| Weak | Strong | | Learn more | Compare prices | | Our services | Book SEA consulting | | Contact | Get free consultation | | References | View 50+ client projects |

Use description lines strategically

The description lines are your chance to explain the benefit of the sitelink. Use them to:

• Communicate the concrete value of the target page
• Set trust signals (numbers, awards, experience)
• Place an additional call to action

Example:

• Link text: "Google Ads Audit"
• Description 1: "Free account audit in 48h"
• Description 2: "Uncover weak points and potential"

Do not forget mobile optimisation

On mobile devices sitelinks are shown as clickable cards. The description lines often do not appear. Make sure therefore that the link text alone is expressive enough.

Also test your sitelinks on the smartphone. Are the landing pages mobile-friendly? Does the page load fast enough? A sitelink leading to a non-optimised page wastes budget.

Run A/B tests

Create several sitelink variants and let Google find the best combinations. Test:

• Different link text for the same target page
• Different description phrasings
• Different target pages for similar topics

Evaluation: after two to four weeks, compare the click-through rates and conversion rates of individual sitelinks. Pause weak performers and create new variants.

Want to set up your Google Ads campaigns professionally and get the maximum out of your sitelinks? Talk to an expert at Nordsteg – no obligation and free of charge.

Using sitelinks on different campaign levels correctly

Choosing the right level (account, campaign, ad group) is decisive for the effectiveness of your sitelinks. Here is a detailed overview:

Account level: the base layer

Sitelinks at account level apply to all campaigns, unless more specific sitelinks are defined at campaign or ad group level. They are suitable for:

• General pages like contact, about us, blog
• Sitelinks relevant for every campaign
• Accounts with few campaigns and a uniform offer

Campaign level: the golden mean

Campaign-specific sitelinks override the account sitelinks. They are ideal for:

• Product-specific landing pages
• Campaigns with their own offers or actions
• Seasonal campaigns with time-limited sitelinks

Ad group level: maximum granularity

Sitelinks at ad group level override both account and campaign sitelinks. Use this level for:

• Highly specific search terms with their own landing pages
• Single Keyword Ad Groups (SKAGs) or thematically tight ad groups
• Products with their own price pages or comparison tools

The hierarchy is: ad group > campaign > account. Sitelinks at a lower level automatically replace those at the higher level – they are not combined.

Avoiding common mistakes with sitelink extensions

Even experienced Google Ads managers regularly make avoidable mistakes with sitelinks. Here are the most common:

Mistake 1: creating too few sitelinks

Google needs at least two sitelinks to serve them. For maximum serving it should be six to eight though. Anyone creating only two or three sitelinks gives away potential.

Mistake 2: duplicate or similar URLs

Every sitelink must point to a unique URL. Google rejects sitelinks leading to the same page. Very similar pages (e.g. /contact and /contact-form) can also cause problems.

Mistake 3: omitting description lines

Many advertisers only fill in the link text and leave the description lines empty. That works, but you give away the chance for expanded sitelinks with significantly more ad space.

Mistake 4: using generic link text

"Learn more", "Homepage" or "Click here" are wasted 25 characters. The link text must immediately make clear to the user what awaits on the target page.

Mistake 5: no success measurement

Setting up sitelinks and then forgetting them – that is one of the most common mistakes. Regularly check the performance of your sitelinks:

• Which sitelinks are clicked most often?
• Which sitelinks generate conversions?
• Are there sitelinks with strikingly low CTR?

In the Google Ads Assets report you see the performance data of every individual sitelink. Sort by click-through rate and pause sitelinks that consistently lie below average.

Mistake 6: not adapting sitelinks to search intent

Anyone using the same sitelinks in a campaign for "Google Ads agency" as for "Google Ads costs" misses an opportunity. The user searching for costs needs different sitelinks (price page, cost calculator) than the user searching for an agency (references, services, team).

Mistake 7: not testing mobile landing pages

A sitelink leading to a desktop-optimised page causes frustration on mobile devices. Check every sitelink URL with Google PageSpeed Insights for mobile load time and display.

Sitelinks for different campaign types

Depending on campaign type and industry, sitelinks should be configured differently. Here are some practically proven recommendations:

E-commerce and online shops

• Top categories as sitelinks (e.g. "Men sneakers", "Women jackets")
• Sale or offer pages
• Shipping information or return policies
• Bestsellers or new arrivals
• Customer reviews

B2B service providers

• Individual service pages (e.g. "SEA management", "Social ads")
• References or case studies
• Free consultation or audit page
• Industry-specific solution pages
• Blog or resources area

Local businesses

• Location and directions
• Opening hours
• Online appointment booking
• Reviews on Google
• Current actions

SaaS and software

• Price page with packages
• Free trial
• Book demo
• Integrations and features
• Customer voices or success stories

Advanced strategies for sitelink optimisation

After the basics are in place, you can get even more out of your sitelinks with advanced strategies.

Combine sitelinks and Responsive Search Ads (RSAs)

Responsive Search Ads already offer multiple combination options for ad headlines and descriptions. In combination with sitelinks an even greater variety emerges. Google automatically tests various combinations of RSA elements and sitelinks to achieve the best performance.

Tip: tune the messages of your sitelinks to the headlines of your RSAs. If your RSA uses "Free consultation" as headline, a sitelink with the same text should not appear at the same time. Diversify instead.

Seasonal sitelink strategy

Create an annual calendar for your sitelinks:

• Q1: yearly offers, New Year campaigns, early booking actions
• Q2: spring specials, Easter offers, summer preparations
• Q3: summer sale, back-to-school, autumn offers
• Q4: Black Friday, Christmas, year-end actions

Use the scheduling function to automatically activate and deactivate seasonal sitelinks.

Sitelinks for remarketing campaigns

Users who have already visited your website need different sitelinks than first-time visitors. For remarketing campaigns, these are suitable:

• "Continue your cart" (e-commerce)
• "Our current offer" (service provider)
• "What has changed?" (software)
• "Read customer voices" (trust building)

Performance analysis and iteration

Regular analysis of your sitelink performance is decisive. Pay attention to these metrics:

• CTR per sitelink: which sitelinks are clicked most?
• Conversion rate: which sitelinks actually generate enquiries or purchases?
• Impressions: how often are your sitelinks served at all?
• Combination reports: which sitelink combinations work best?

Create a short sitelink report monthly and optimise continuously. Replace weak sitelinks with new variants and document which changes brought which results.

Automatic sitelinks: keeping control

Google sometimes automatically generates dynamic sitelinks from your website structure. These can be helpful but offer less control.

Deactivate automatic sitelinks

If you want to serve exclusively manually created sitelinks:

1. Open "Settings" at account level

2. Navigate to "Automatically created assets"

3. Deactivate "Dynamic sitelinks"

Recommendation: deactivate automatic sitelinks only when you have created at least six to eight manual sitelinks per campaign. Otherwise you risk Google showing no sitelinks at all.

Use automatic and manual sitelinks in parallel

In some cases it can be sensible to combine both. Google prioritises your manual sitelinks but falls back on automatic ones when the manual ones are not enough or their relevance rating is low.

Sitelinks in Performance Max campaigns

Performance Max campaigns (PMax) use sitelinks differently from classic search campaigns. In PMax sitelinks are submitted as part of asset groups. Google decides automatically when and where they are deployed – not only in search, but also on the display network, on YouTube and in Gmail.

Note for PMax:

• Create sitelinks for each asset group separately
• The description lines are particularly important in PMax, since they can be displayed in various formats
• Test sitelinks with and without descriptions

According to the Google Ads Help Center, sitelinks are one of the most important assets in Performance Max campaigns, since they give Google more signals for serving (source: Google Ads help – sitelink assets).

Sitelink extensions and ad rank

Sitelinks are not displayed on every serving. Google decides based on several factors whether and how many sitelinks your ad gets:

• Ad rank: the higher your ad rank, the more likely sitelinks are shown. Ads at position 1 almost always get sitelinks, ads at position 3 or 4 less often.
• Competition: with high competition Google may decide to show fewer sitelinks to make room for other ads.
• Relevance: Google evaluates how relevant your sitelinks are to the respective query. Irrelevant sitelinks are not served.
• Device: on mobile devices sitelinks are served more often than on desktop, but often without descriptions.

That means: sitelinks alone are not enough. You also need a competitive CPC, relevant keywords and strong ad copy to regularly have sitelinks served.

Checklist: setting up sitelink extensions

Use this checklist to make sure you have covered all important points:

• At least 6-8 sitelinks per campaign created
• All sitelinks point to different URLs
• Both description lines are filled in
• Link text is specific and action-oriented
• UTM parameters or tracking are configured
• Target pages are mobile-friendly and load fast
• Scheduling is configured (if needed)
• Sitelinks match the search intent of the keywords
• Automatic sitelinks are deliberately activated or deactivated
• Regular performance review is planned

Conclusion: sitelinks are mandatory – the right strategy makes the difference

Sitelink extensions belong in every professionally run Google Ads account. They cost nothing to set up, raise the click-through rate and give you more control over how users interact with your ads.

The key to success lies not only in setting up sitelinks but in planning them strategically, testing them regularly and optimising them continuously. Use different sitelinks for different campaigns, adapt the text to search intent and measure the results.

If you need support in setting up and optimising your Google Ads campaigns – including sitelinks that actually bring conversions – then contact the Nordsteg team for a no-obligation initial call.

Frequently asked questions (FAQ)