Sitelinks are extra URLs under a Search ad. They help when each link is a door into the same offer. They hurt when they leak to Blog, Careers, or a second price. Arjan KC writes sitelinks as IMC on the SEM brief. Term: ad extensions. Landings: 2026.

→ RSA · Quality Score · Call vs WhatsApp

No sitelink % on this domain

Search objects moved CPA/CPL:

Cite those. Do not invent “sitelinks +15% CTR.”

Search ads and landing alignment

Image: Arjan KC media library.

Ad group Sitelink to Not
Non-brand service Matching landing, Hours, WhatsApp /blog/, random city doorway
Brand Homepage, About, Hours, reviews/GBP story A stale Dashain URL in Magh
Education Country/page in the RSA “All destinations” mega-menu
Clinic Service + maps/hours A personal Facebook URL

All URLs on the canonical host. Same +977 as NAP.

Ad extensions as extra doors

Image: Arjan KC media library.

Account sitelinks are a default. Override on high-CPC groups so “UK file” does not sitelink to “Canada work permit.” That is the same discipline as search terms.

Next: ad schedule · GBP location · hire.