Add Sitelinks in Google Ads

Sitelinks are additional links that appear below your main ad text, directing users to specific pages on your website. They expand your ad's footprint on the search results page and give users more relevant destinations to click — such as a pricing page, contact page, or specific product category. Sitelinks can significantly improve click-through rates by matching user intent more precisely.

You can add up to 20 Sitelinks per account, campaign, or ad group. Google will automatically select and display the most relevant sitelinks depending on the user's search query and the context of the ad. Having more sitelinks gives Google more options to choose from, which can improve performance over time.

Yes. Sitelinks can be added at three levels: Account, Campaign, or Ad Group. Account-level sitelinks apply across all campaigns by default. Campaign-level sitelinks override account-level ones for that specific campaign. Ad group-level sitelinks are the most granular and take priority when that ad group serves. This hierarchy lets you show highly relevant links tailored to each level of your campaign structure.

No — adding Sitelinks is free. You only pay when someone clicks on them, at the same cost-per-click as your main ad. There is no additional charge for having sitelinks show alongside your ad. Since they increase the total clickable area of your ad, they typically improve overall campaign performance at no extra setup cost.

Google typically shows between 2 and 6 Sitelinks per ad depending on the device and search context. On desktop, you may see up to 6 sitelinks displayed in two rows of three. On mobile, Google usually shows 2–4. Google's system selects which sitelinks to show based on relevance to the query, predicted click-through rate, and available ad space.

Effective sitelinks are specific, action-oriented, and link to unique pages — not the same URL as your main ad. Good examples include: "Get a Free Quote", "See Pricing", "View Case Studies", or "Book a Demo." Each sitelink should cover a different user intent. Avoid vague labels like "Click Here" or duplicating your homepage. You can also add 2-line descriptions to each sitelink to provide more context and improve quality score.