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

Search case studies moved CPA/CPL:

A “sitelinks +15% CTR” figure is not published on this site.

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.

Writing within the limits

Sitelink text is limited to 25 characters, and each of the two optional description lines to 35 characters. Add four to six sitelinks so Google has options; how many appear depends on the device and the ad’s position. Descriptions make sitelinks larger and more likely to show in the expanded format, so fill them in.

Hypothetical example for a Kathmandu physiotherapy clinic’s non-brand campaign:

Sitelink text Description line 1 Description line 2 Links to
Back Pain Treatment Assessment and exercise plan Sessions from NPR 1,200 Back pain service page
Sports Injury Rehab Knee, ankle, and shoulder injuries Same-week appointments Sports injury page
Clinic Hours & Map Open Sunday to Friday Parking near the clinic Contact page with map
Chat on WhatsApp Ask about your condition Reply within working hours Landing section with button

Every link lands on a page about the same service and price as the ad, not on the blog or a careers page.

Sitelinks can have start and end dates. Use them for festival offers so a Dashain sitelink stops on the right day instead of lingering for months. Check the linked page is live before the start date.

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.