What Is Sitelinks?
Also written as sitelink assets, sitelink extensions.
Definition
Sitelinks are extra links under a Google ad that send people to specific pages on your site. Google now files them under assets. A store can point one at best sellers, a sale, a size guide or shipping info. People jump straight to what they want.
Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Written by the ZenoX team from the accounts we run. Definitions are general; the numbers in examples are maths, not client results.
Sitelinks, Explained
Sitelinks give one ad several doors. Google says they "take people to specific pages on your site" (checked 5 November 2026). You may still see the old name, ad extensions. Google now calls these add-ons assets.
On a brand Search ad for a shoe store, the main link might go to the homepage. The sitelinks might say New Arrivals, Men's Shoes, Sale and Shipping Info. Someone searching your name can skip the menu and go straight there.
How many can show depends on where the ad runs. On Search and Performance Max, Google says up to 6 on desktop and up to 8 on mobile. Video and Demand Gen can show up to 4. Those are upper limits, not promises.
Your sitelinks will not always appear. Google says they may not show if certain requirements are not met, or if it predicts low performance. So keep your main ad strong on its own.
Do not point every sitelink at the same page, or at a page that later dies. Each link needs its own real page. Dead links waste clicks and can get rejected. Check them after any store redesign. Use real words too. "Sale" beats "Click Here" every time.
How We Use It at ZenoX
Our standard build adds no sitelinks. Campaigns we build carry no manual assets at all: no sitelinks, no callouts, no logo. Google can build its own. Brand Search runs on its headlines and descriptions, and that copy comes from the shop's own website.
Questions People Ask About Sitelinks
How Many Sitelinks Can a Google Ad Show?
On Search and Performance Max, Google says up to 6 on desktop and up to 8 on mobile. Video and Demand Gen can show up to 4 (checked 5 November 2026). These are upper limits. Google picks what shows, and sometimes it shows none at all.
Are Sitelinks the Same as Ad Extensions?
Sitelinks are one kind of what people used to call ad extensions. Google now uses the word assets. So you may see sitelink extension in an old guide and sitelink asset inside your account today. Both mean the same thing: extra links under your ad.
Related terms
- Brand Search CampaignA brand search campaign is a Search campaign that only bids on your shop's own name and close spellings.
- Search CampaignA Search campaign is a Google Ads campaign that shows text ads on search results when someone types a search that matches your keywords.
- Responsive Search AdA responsive search ad is the text ad format for Google Search.
- Landing PageA landing page is the web page someone reaches after clicking your ad.
Go deeper
On the call, we look at your account live. If we can grow it, we will show you how. If we cannot, we will tell you that too, and point you at someone who can.
We work with brands serious about scale. If that is you, let's talk.
