Google Ads sitelinks are the extra links that show under your ad, sending people to specific pages like your reviews, your service list, or your contact page. In August 2026, Google Ads started suggesting sitelinks to account owners on its own instead of waiting for you to add them. That is free ad space, but only if the suggested links point to pages that actually win you jobs.

What Are Sitelinks in Google Ads?

Sitelinks in Google Ads are clickable links that appear below your main ad text and take people straight to specific pages on your website. Google calls them sitelink assets (you may still hear the older name, sitelink extensions).

Think of a search ad for a plumbing company. The headline goes to the homepage. The sitelinks underneath can say "Read Our Reviews," "Water Heater Repair," "Financing," and "Contact Us." One ad, five doors in. Sitelink assets work on search campaigns and video campaigns, and they make your ad take up more room on the search engine results page. More room means competitor ads get pushed further down.

What Just Changed?

Google Ads is now showing sitelink suggestions directly to account owners. Before this, you had to add sitelinks manually or turn on dynamic sitelinks and let Google pick for you (Search Engine Watch, August 2026).

This matters for small business owners because most never touched sitelinks at all. Since 2013, our team at SpeedMobi has looked inside a lot of contractor ad accounts, and missing sitelink assets is one of the most common gaps we see. Google nudging owners to add them will close that gap for some people. It will also push some ads to pages that were never meant to sell anything.

Why Do Sitelinks Matter for a Service Business?

Sitelinks raise your click through rate because your ad gets bigger and buyers can jump to the exact page that answers their question. Google's own sitelink documentation says ads with sitelink assets typically earn a higher click through rate than the same ad without them.

Here is what that looks like for a contractor:

How Many Sitelinks Can Google Ads Show?

You can add up to 20 sitelink assets per campaign, but Google shows a smaller set at a time. On desktop, eligible ads can display up to 6 sitelinks. On mobile devices, up to 8 can appear in a swipeable row. Google needs at least 2 approved sitelinks before any of them show on search results.

You do not pick which ones appear. Google rotates sitelinks based on what users searched and past sitelink performance, which is why every single link you add needs to earn its spot. For example, a campaign with 10 sitelinks might show a different set of sitelinks to different users on the same day.

Where Do You See and Add Sitelinks in Google Ads?

You can see sitelinks in Google Ads under Assets in the left menu of your account. That same screen is where the new suggestions now appear. To add sitelinks yourself:

Should You Turn On Dynamic Sitelinks?

Dynamic sitelinks are Google's fully automatic version: Google creates the links and picks the pages with no input from you. Most accounts have them on by default. For search campaigns, we tell contractors to keep dynamic sitelinks on as a backstop but to create sitelinks manually for the pages that matter, because Google does not know which of your pages books jobs.

The same rule applies to the new suggestions. Google is guessing based on your site structure. You know that your reviews page closes deals and your "our story" page does not. If you enable dynamic sitelinks and never check what shows, you are letting a robot decide where paid traffic lands.

What Should a Contractor Do This Week?

Log into your Google Ads account and look at the Assets screen. If Google is suggesting sitelinks, review each one against a simple test: does this page help a buyer call, book, or trust us? Approve those. Kill the rest. If you have no sitelinks at all, add four: your top service, your reviews, your service area, and your contact page.

Then look at the bigger picture. Sitelinks increase ad visibility, but they are one small piece. If your ads run without tracking, your local visibility is weak, or your budget is split across the wrong platforms, the extra clicks will not turn into revenue. That is the part a complete marketing system is built to solve. And if you are weighing paid search against Local Services Ads, we broke down paying per click vs paying per lead with real numbers.

Since 2013, SpeedMobi has managed marketing for over 5,000 home service businesses across 87+ trades. The pattern is boring and reliable: the owners who win with Google Ads are the ones whose ads, landing pages, and follow-up all point the same direction.

Sitelinks in Google Ads: Quick Answers

What is an example of a good sitelink?

A good sitelink example for a service business: link text "Read Our Reviews" pointing to your reviews page, with two optional description lines like "236 five-star reviews" and "See what neighbors say." Descriptions make the sitelink bigger and clearer. Other strong sitelink examples include "Emergency Service," "Free Estimates," "Financing Options," "Our Service Area," and "Store Hours" for businesses with a location. Retailers use sitelinks for product categories, promotions, special offers, and limited time offers. Every sitelink applies the same rule: send users to specific pages with a clear value and a clear next step, never to a page that exists just to fill space.

Do sitelinks work on every campaign type?

Sitelinks show on search campaigns, video campaigns on YouTube, Performance Max, and Demand Gen. For most advertisers running a specific campaign for local services, a search campaign is where sitelinks pull their weight. You can set sitelinks at the account level, campaign level, or ad group level, and the most specific level wins. Account level sitelinks are the easy start; campaign level sitelinks give you more options and more control as your Google Ads campaigns grow.

How do you edit or remove sitelinks?

Go to Assets, filter the table to sitelink assets, hover over one, and click the pencil icon to edit the sitelink text, the final URL, or the descriptions. You can also remove a sitelink, pause it, or set a schedule so certain sitelinks only serve during business hours. Google reports sitelink performance in the same table: segment by click type to see how many clicks each individual sitelink earned versus your main ad text. Watch those metrics monthly and swap out poor performers.

Do sitelinks improve click through rate and Ad Strength?

Yes. Google's documentation says adding sitelinks and other assets like callouts typically helps improve click through rate and Ad Strength, because your ad shows more information and takes more space on desktop and mobile. Sitelinks can also help conversions and conversion rate indirectly: users land on the exact page that matches their intent instead of hunting from the homepage. You are charged the same as a normal click, so the extra visibility is free. Best practices in short: keep sitelink text under 25 characters, add descriptions to every sitelink, use at least four per campaign, and point each different URL at pages on your website that generate calls or leads.

Are sitelink extensions and sitelink assets the same thing?

Yes. Google renamed ad extensions to assets in 2022, so sitelink extensions and sitelink assets are the same feature. Older guides, and plenty of PPC software, still say sitelink extensions or even AdWords site links. For example, most tutorials written before 2022 call them extensions, and some Google Ads reports still group sitelinks with other extensions. Whatever the name, the setup process and best practices have not changed: create sitelinks that guide users to helpful, relevant pages, keep the text short, and review the data.