What Are Sitelinks in Google Ads? (Increase CTR by 20%)
🔥Want more clicks from your Google Ads? Set up sitelinks properly.
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Sitelinks in Google Ads are extra links that appear under your main ad on Google Search, sending people to specific pages like pricing, product pages, contact, or a booking page.
In this video, I explain what sitelinks are, why Google says four sitelinks can lift click-through rate by around 20%, and how to avoid wasting that space with bland links.
You’ll also see how I write sitelink text using numbers and clear benefits (without overdoing it), plus the simple pattern I use to keep sitelinks easy to scan.
Finally, I cover the nuance most people miss: Google can pull sitelinks from account level, campaign level, and ad group level, then mix them into one ad when it thinks it’ll help performance.
⏩ Skip to Section
00:00 What sitelinks are and why they can lift click-through rate
00:47 The common mistake that wastes sitelink space
01:06 How to write clickable sitelink text (numbers, benefits, scanning)
02:07 My simple “2 numbers + 2 non-numbers” sitelink pattern
02:22 When Google automatically mixes sitelinks across account, campaign, and ad group level
03:00 Quick wrap-up and what to do next
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📚 Related resources
5 Ways to Use Auction Insights in Google Ads to Crush Competitors: https://josiahroche.co/blog/5-ways-to...
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❓FAQs
Q1 What are sitelinks in Google Ads?
Sitelinks are extra links that appear under your Google Search ad and send people to specific pages on your website.
Q2 Do sitelinks improve click-through rate?
Sitelinks can lift click-through rate because they give more relevant options to click, especially when four sitelinks show.
Q3 What’s the biggest mistake with sitelinks?
The biggest mistake is using boring sitelink text like “About” or “Services” that wastes space and earns fewer clicks.
Q4 What sitelink text gets the most clicks?
The best sitelink text is short and specific, using clear benefits or proof that matches the landing page.
Q5 How many sitelinks should I add?
I usually add at least four sitelinks so Google has enough options to show on the results page.
Q6 Which pages should sitelinks go to?
Sitelinks should go to high intent pages like pricing, booking, contact, or product pages that match search intent.
Q7 Should I use numbers in sitelinks?
Numbers can make sitelinks stand out, and I like a simple mix like two number sitelinks and two non-number sitelinks.
Q8 Can Google automatically add sitelinks?
Yes, Google can automatically include sitelinks and even mix them from account, campaign, and ad group level if it expects better performance.
Q9 Why aren’t my sitelinks showing?
Sitelinks may not show if ad rank is low, space is limited (especially on mobile), or the sitelink asset isn’t relevant to the query.
Q10 Do sitelinks affect Quality Score?
Sitelinks don’t change Quality Score directly, but higher click-through rate and better relevance can improve performance over time.
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