Term
Sitelink Extension
A Google Ads asset/ad extension that displays additional clickable links under the main ad — pointing to subpages, categories, or promotions.
Sitelink extension — in more detail
Sitelinks are among the most important assets (the official term for ad extensions since 2022) in Google Ads. An ad can display up to 6 sitelinks, each with a link text (max. 25 characters) and optionally two description lines (35 characters each). Google decides per auction whether and how many to show — typically 4 on desktop and 2–4 on mobile. Sitelinks expand the ad footprint, give users multiple entry points, and measurably lift CTR. They can be managed at account, campaign, or ad group level, with granular overrides.
Example / In practice
A furniture retailer keeps generic sitelinks at account level (“About us”, “Shipping & returns”, “Stores”, “Customer service”). On the “Sofas” campaign these are overridden with product-specific sitelinks (“Corner sofas”, “Sleeper sofas”, “Leather sofas”, “Sale”). Mobile-specific sitelinks (“Call us”) add click-to-call.
Distinction from similar terms
Callout extensions are plain text snippets without links; structured snippet extensions show structured lists (brands, models); lead form extensions open an inline form. Sitelinks are the only assets that deliver genuine additional click destinations on the website.
Entdecke mehr
Responsive Search Ad (RSA)
The standard ad type in Google Ads Search campaigns. Up to 15 headlines and 4 descriptions are uploaded; Google assembles them into an ad matching the search query.
LexikonQuality Score — what really drives it and how to lift it
Quality Score, ad relevance, landing page experience, expected CTR, Ad Strength and RSA woven together — how the auction score forms and which levers move it.
NewsGoogle Ads launches Journey-Aware Bidding and expands Smart Bidding Exploration
Smart Bidding now learns from the full lead-to-sale funnel. Smart Bidding Exploration is rolling out to Performance Max and Shopping.