How to Use Sitelink Extensions to Improve Google Ads
TL;DR: How to Use Sitelink Extensions to Improve Google Ads
Sitelink extensions give your Google Ads more space and more ways for people to click, which usually increases click-through rate and improves lead quality.
The best sitelinks are written to match search intent, not generic messaging or internal company pages.
Using 6–8 strong sitelink extensions gives Google enough options to show the most relevant links for each search.
Sitelinks work best when they support both conversion and branding by reinforcing trust before the click.
If sitelinks aren’t improving performance, the problem is almost always the messaging or destination page, not the feature itself.
Most Google Ads don’t fail because of bad targeting or low budgets.
They fail because the ad gives the searcher only one option.
One headline.
One link.
One shot to get it right.
When we first started running Google Ads for HVAC and other home service businesses, we noticed something strange. Two campaigns. Same services. Same city. Same spend. The only real difference was this: one had sitelink extensions, the other didn’t.
The one with sitelinks won. Every time.
Click-through rates were higher. Cost per lead was lower. And the calls that came in were better. Not tire-kickers. Not price shoppers. Real customers who already trusted the business before anyone picked up the phone.
Here’s the part most advertisers miss. Sitelink extensions are not “extra links.” They are decision shortcuts. Each one answers a different question that your customer is already asking in their head. Can they fix this today? Are they trustworthy? Can I afford this? Do they work with people like me?
In this article, I’ll show you exactly how to use sitelink extensions to improve Google Ads performance. Real examples from home service campaigns, clear messaging frameworks, and the specific sitelinks we use to turn clicks into booked jobs.
If your ads are getting seen but not chosen, this is where you fix it.
What Are Sitelink Extensions?
What Is a Sitelink Extension?
A sitelink extension is an extra link that shows up under your Google ad. Each link sends people to a different page on your website.
Instead of just one landing page, your ad can point to multiple places at once.
Google officially calls these sitelink assets, but most people still call them sitelink extensions.
According to Google Ads documentation, sitelinks help users get to the most relevant part of your site faster. You don’t pay extra to add them. You only pay when someone clicks.
What Are Sitelink Extensions in Google Ads Used For?
In real campaigns, sitelink extensions do three big things:
Increase click-through rate (CTR)
Help qualify the click
Reinforce your brand and credibility
Sitelinks don’t just add space to your ad. They give users options, which makes your ad more useful.
How Sitelink Extensions Work
Where Sitelink Extensions Appear
Sitelink extensions usually appear under your main ad headline on Google search results. Depending on screen size and device, Google may show:
2 sitelinks
4 sitelinks
Or more in expanded formats
Desktop users often see more sitelinks than mobile users, but mobile sitelinks still work very well, especially for home service businesses.
How Many Sitelinks Can You Have?
This is a common question.
Technically, Google lets you add up to 20 sitelink extensions at the account, campaign, or ad group level.
In practice, we almost never use that many.
For home service businesses, we usually aim for 6 to 8 sitelinks. That gives Google enough options to rotate and choose from without overwhelming the ad.
Google decides which sitelinks to show based on relevance, performance, and search intent.
Why Sitelink Extensions Improve Google Ads Performance
They Increase Click-Through Rate
Every reputable source agrees on this.
Sitelink extensions increase CTR because:
Ads take up more space
Users have more choices
The ad feels more helpful
In our HVAC campaigns, it’s common to see CTR improve by 5-10% after adding well-written sitelinks.
Not because of tricks. Because the ad answers more questions upfront.
They Improve Lead Quality
This part doesn’t get talked about enough.
Sitelinks don’t just get more clicks. They help get better clicks.
For example:
Someone who clicks “Emergency AC Repair” is usually ready to book
Someone who clicks “Financing Options” is price-aware but serious
Someone who clicks “Why Homeowners Trust Us” is looking for reassurance
You learn a lot about intent just by seeing which sitelinks get clicked.
They Reinforce Your Brand
This is where most advertisers miss the point.
Sitelink extensions aren’t just navigation links. They’re brand statements.
When someone sees sitelinks like:
“Family-Owned & Operated”
“Upfront Pricing”
“Same-Day Service”
They start trusting you before they ever land on your site.
That branding effect is why we treat sitelinks as both a CTR booster and a branding tool.
Sitelink Extensions Examples That Actually Work
Service-Based Sitelink Examples
These work well for high-intent searches:
Emergency AC Repair
Furnace Installation
Same-Day HVAC Service
24/7 Repair Services
These sitelink examples match searches where someone wants help now.
Lead Generation Sitelink Examples
These help convert hesitant buyers:
Free Estimate
Schedule Service
Request a Quote
Book Online
These are great for turning interest into action.
Trust and Branding Sitelink Examples
These are underrated but powerful:
Why Homeowners Trust Us
Financing Options
Reviews & Testimonials
Our Guarantee
We recommend mixing sitelinks like this to support different buyer stages.
Sitelink Extensions vs Other Ad Extensions
Sitelink Extensions vs Callout Extensions
This comes up a lot.
Sitelink extensions are clickable links that go to pages.
Callout extensions are short phrases that highlight benefits but don’t link anywhere.
The best-performing ads usually use both.
Think of it this way:
Callouts support the message
Sitelinks move the user
When to Use Each One
Use sitelinks when:
You want users to take specific actions
You have strong service or trust pages
Use callouts when:
You want to reinforce benefits
You need extra context without another click
Sitelink Extensions Best Practices
This is where performance is won or lost.
Write Clear, Specific Sitelink Text
Avoid vague sitelinks like:
Learn More
Click Here
Use specific language instead:
Emergency AC Repair
HVAC Financing Options
Clear beats clever every time.
Match Sitelinks to Search Intent
This is the biggest reason sitelinks fail.
If someone searches “AC repair near me” and your sitelinks are about company history, performance will suffer.
We choose sitelinks based on search intent, not what we want to promote.
Send Traffic to High-Value Pages
Every sitelink should go to a page that:
Loads fast
Matches the message
Has a clear next step
Sending sitelinks to weak pages is one of the most common mistakes.
Use Multiple Sitelinks, Not Just Two
Google recommends adding several sitelinks so the system can choose the best ones.
This matches our experience. Six to eight sitelinks gives Google room to optimize.
Common Sitelink Extension Mistakes to Avoid
Using the Wrong Messaging
This is the number one issue we see.
Sitelinks don’t work when the messaging:
Is generic
Doesn’t match the search
Doesn’t align with the brand
If the message is off, performance drops fast.
Sending Everyone to the Same Page
Each sitelink should go to a different destination.
We warn against repeating the same URL. It wastes the opportunity.
Ignoring Performance Data
Sitelinks should be reviewed and optimized just like ads.
If one sitelink consistently underperforms, replace it.
How to Add Sitelink Extensions in Google Ads
Step-by-Step Setup
Go to your Google Ads account
Click “Assets”
Select “Sitelink”
Add link text, description, and final URL
Save and apply
Google’s official documentation walks through this exact process.
Account-Level vs Campaign-Level Sitelinks
Account-level sitelinks apply everywhere
Campaign-level sitelinks are more specific
We usually use campaign-level sitelinks for home services so messaging stays tight.
Scheduling and Editing Sitelinks
You can schedule sitelinks by:
Time of day
Day of week
Date range
This is useful for seasonal services or promotions.
Sitelink Extensions in Google Ads vs Microsoft Ads
Microsoft Ads also support sitelink extensions, and they work similarly.
The main difference is:
Lower volume on Microsoft
Often cheaper clicks
The strategy stays the same across both platforms.
Final Thoughts: Sitelink Extensions
Sitelink extensions are one of the simplest ways to make Google Ads work harder without spending more money. They give your ads more space, more clarity, and more chances to connect with the person searching.
When used correctly, they do three things at once. They boost click-through rates. They qualify the click before it ever hits your website. And they reinforce trust in your brand before a conversation even starts.
The key takeaway is this. Google Ads Extensions only work when the messaging is right. They need to match search intent, send people to pages that matter, and support the bigger story your ads and brand are telling together. When they’re treated as part of the strategy, not an afterthought, performance follows.
If your Google Ads feel stuck, start here. Audit your sitelinks. Rewrite them with intent in mind. Point them to stronger pages. Small changes at this level often create outsized results.
And when ads, sitelinks, landing pages, and branding all work together, Google Ads stops feeling unpredictable and starts feeling like a system you can actually control.
FAQ: Sitelink Extensions
What Are Sitelink Extensions?
Sitelink extensions are additional links that appear under your Google Ads, allowing users to visit specific pages on your website directly.
Do Sitelink Extensions Cost Extra?
No. You only pay when someone clicks on them, just like a normal ad click.
How Many Sitelink Extensions Should I Use?
We recommend 6 to 8 sitelinks for most home service campaigns.
Why Aren’t My Sitelink Extensions Showing?
Common reasons include:
Low ad rank
Poor relevance
Limited search volume
Google decides when to show them.
Does Schulze Creative Use Sitelink Extensions in Google Ads?
Yes. We use sitelink extensions in nearly every Google Ads campaign we manage for home service businesses.
How Does Schulze Creative Decide Which Sitelinks to Use?
We base sitelinks on:
Search intent
Service priorities
Branding and trust signals
Not guesses.
Can Schulze Creative Optimize Existing Sitelink Extensions?
Absolutely. We audit sitelinks just like ads and landing pages.
