How to Write a Google Ads Sitelink Extension Strategy for a Local Business

29 September 2026·5 min read

Quick answer: A good sitelink extension strategy gives each ad four to six extra links that answer the next question a local customer would actually ask, like booking, pricing, service areas, or reviews, each pointing to a dedicated page rather than your homepage. Done well, sitelinks take up more space on the results page, push competitors down, and let people self-select straight to the page that matters to them. 📈

Most local businesses running Google Ads set up their sitelinks once, in about ten minutes, using whatever pages already existed on the website, and never touch them again. That's a missed opportunity. Sitelinks are some of the cheapest real estate in the entire ad, extra visibility with no extra cost per click, but only if they're built with intent rather than filled in as an afterthought. 💖 A proper sitelink strategy treats each link as a mini headline aimed at a specific type of searcher, not a spare space to fill.

What most businesses get wrong

The most common mistake is using sitelinks that all point to the same place, usually the homepage, just with different link text. That defeats the entire purpose, because Google (and the searcher) can tell there's no real distinction between them. The second mistake is filling sitelinks with generic labels like "About Us" and "Contact," which do nothing to move a local customer closer to booking or buying. The businesses that get real value from sitelinks treat each one as a shortcut to a specific decision point in the customer's journey, not a spare menu item.

The sitelink planning template

Before building sitelinks in Google Ads, fill this out for each one:

Sitelink text (25 characters max): A specific action or answer, not a vague label.
Description line 1 & 2 (35 characters each): One extra reason to click, ideally something that removes a hesitation (price, speed, guarantee, availability).
Landing page: A dedicated page, never the homepage, that matches exactly what the sitelink promised.
Who it's for: Name the specific searcher intent this sitelink exists to catch (ready to book vs. still comparing vs. price-checking).

A working set for most local businesses: "Book Online" → booking page, "Our Pricing" → pricing/packages page, "Read Reviews" → testimonials page, "Service Areas" → locations page, "Emergency/Same-Day" (if relevant) → urgent contact page, "Meet the Team" → about page (lowest priority, use only if you have a fifth or sixth slot).

How this looks for different local businesses

A booking-based business with lots of no-shows: Sitelinks are built around reducing friction at the exact moment someone's ready to commit: "Book Online," "Cancellation Policy," "What to Expect," and "Reviews." The cancellation policy link specifically reduces the anxiety that leads to no-shows in the first place, by setting expectations before they even book.

A B2B firm with a long sales cycle: Since nobody buys on the first click, sitelinks lean into trust-building rather than booking: "Case Studies," "Our Process," "Request a Quote," and "FAQs." Each one is designed to answer an objection a cautious buyer would have before they're ready to enquire.

A local service business with a seasonal dip: During the slow season, sitelinks shift to promote the offer that's actually driving business right now: "Current Specials," "Service Areas," "Same-Day Availability," and "Reviews," with the specials link swapped out seasonally as offers change.

How to set this up in Google Ads

Once the template above is filled out, the setup itself is straightforward:

Step 1: Decide the level. Set sitelinks at the campaign level if all ad groups share the same intent, or at the ad group level if you're running distinct services with different landing pages, ad group level gives more control and usually performs better for multi-service local businesses.
Step 2: Build at least four, ideally six. Google needs a minimum to show sitelinks reliably, and more options mean better coverage across different searcher intents.
Step 3: Fill both description lines every time. Sitelinks with descriptions take up noticeably more space on the results page than text-only links, this alone is one of the easiest visibility wins available.
Step 4: Point to matching landing pages, not the homepage. If the sitelink says "Pricing," the page it opens needs to show pricing above the fold, mismatch between promise and page tanks conversion rate fast.
Step 5: Review performance monthly. Google shows which sitelinks are actually getting clicked, swap out the weak performers rather than leaving them static for a year.

💡 Build a dedicated landing page for your top sitelink. Even a simple one, a booking page, a pricing page, a reviews page, will convert noticeably better than sending that click to a generic homepage that makes people hunt for what they came for.

Mistakes to avoid

Sending every sitelink to the homepage. This wastes the entire point of the extra links.
Using vague labels like "Learn More." Specific, action-based text performs better and helps Google match intent correctly.
Setting and forgetting. Seasonal offers, discontinued services, and outdated reviews pages quietly hurt performance if nobody checks in.
Skipping description lines. This is free extra space in the ad, leaving it blank is leaving visibility on the table.

Frequently asked questions

Do sitelinks actually improve Quality Score?

There's honest nuance here: Google doesn't publish a direct causal link, and sitelinks alone won't fix a fundamentally weak ad or irrelevant keyword. What they reliably do is increase ad real estate and click-through rate, which indirectly supports Quality Score over time. Treat them as a visibility and CTR lever, not a guaranteed ranking fix.

How many sitelinks should I actually use?

Four is the practical minimum for consistent display, six gives Google more options to rotate and test, which tends to perform better for multi-service businesses.

Can I use the same sitelinks across every campaign?

You can, but it's rarely optimal. Sitelinks tailored to each campaign's specific service or season will generally outperform a one-size-fits-all set.

Do sitelinks cost extra to show?

No, you only pay when someone clicks, whether that click lands on your main ad headline or a sitelink, the cost model is the same.

Keep reading 🤍

Written by

Kate, founder of Chronically Online

I help Gold Coast and Brisbane businesses grow with branding, websites and marketing that actually works.

Work with me ✦