Sitelink Assets for Google Ad Grants: Setup Guide and Best Practices
Sitelinks are additional links that appear beneath your main ad, giving searchers direct access to specific pages on your website. They're one of the simplest yet most impactful elements of your Google Ad Grant account: they increase your ad's visual size on the search results page, improve CTR, and satisfy a compliance requirement.
Google requires at least 2 active sitelinks at the account level. But stopping at the minimum leaves performance on the table. This guide covers setup, what to link to, and how to get the most out of your sitelinks.
Key Takeaways - Minimum 2 sitelinks required; aim for 6-8 for best performance - Link to your highest-value pages: donate, volunteer, programs, about, events, contact - Fill both description lines for each sitelink (2x25 characters each) - Sitelinks increase ad size and CTR significantly - Update sitelinks quarterly to keep them fresh and relevant
Why Sitelinks Matter for Grant Accounts
Compliance: 2 sitelinks is a minimum structural requirement. Missing them risks a compliance flag.
CTR boost: Ads with sitelinks take up more screen real estate, making them more noticeable and more likely to get clicked. Google's own data shows ads with extensions receive significantly higher click rates. For Grant accounts where maintaining 5% CTR is critical, this matters.
Better user experience: Sitelinks let searchers skip your homepage and go directly to the page they want. Someone searching for volunteer opportunities can click the "Volunteer" sitelink instead of clicking your main ad and then navigating through your site.
How to Create Sitelinks
- In Google Ads, go to Ads and assets, then Assets
- Click the + button
- Select Sitelink
- Choose whether to add at the account level (recommended, applies to all campaigns) or campaign level
- Fill in the fields for each sitelink
Fields for Each Sitelink
| Field | Limit | What to Enter |
|---|---|---|
| Sitelink text | 25 characters | The clickable link text (e.g., "Donate Now") |
| Description line 1 | 35 characters | Additional context (e.g., "Support our mission today") |
| Description line 2 | 35 characters | More context (e.g., "Every dollar makes a difference") |
| Final URL | Full URL | The specific page this sitelink links to |
Always fill both description lines. When Google displays your sitelinks with descriptions (which happens on desktop and some mobile placements), the extra text makes your ad significantly larger and more informative.
What Pages to Link To
Choose your 6-8 most important pages. Prioritize pages where you want visitors to take action:
| Sitelink Text | Links To | Why |
|---|---|---|
| Donate or Give Now | Your donation page | Highest-value action for most nonprofits |
| Volunteer | Your volunteer sign-up page | Second most common conversion goal |
| Our Programs | Programs/services overview | Shows the breadth of your work |
| About Us | Your about/mission page | Builds trust and credibility |
| Events | Your events calendar or upcoming events | Drives event attendance |
| Contact Us | Your contact page | For people who want to reach out directly |
| Success Stories | Impact stories or testimonials | Social proof and emotional connection |
| Get Help | Your services page (for service seekers) | For organizations that serve clients directly |
Customize for your organization. A food bank might include "Find a Pantry" and "Donate Food." A museum might include "Visit Us," "Membership," and "Exhibitions." Match your sitelinks to your most important pages.
Sitelink Best Practices
Use action-oriented text. "Donate Now" is better than "Donations." "Volunteer With Us" is better than "Volunteering." The sitelink text should tell the searcher what they'll do on the page, not just describe the topic.
Don't duplicate your main ad's landing page. If your main ad sends traffic to your homepage, your sitelinks should point to other pages. The whole point is to give visitors additional options.
Keep text concise. You only have 25 characters for the sitelink text and 35 for each description line. Make every word count.
Test different sitelink text. Create more sitelinks than you need (8-10) and let Google test which combinations perform best. Google rotates sitelinks automatically.
Update quarterly. Sitelinks should reflect your current priorities. Update them for seasonal campaigns (GivingTuesday, year-end giving), new programs, or events.
Use campaign-level sitelinks for specific campaigns. Your account-level sitelinks (donate, volunteer, about) apply everywhere. But for a specific event campaign, add campaign-level sitelinks pointing to event-specific pages (registration, schedule, speakers).
Common Sitelink Mistakes
Only adding 2. The minimum is 2, but Google typically shows 4-6 sitelinks at once. With only 2, your ad looks smaller than it could be.
Linking to the same page. Each sitelink must point to a unique URL. Duplicate URLs will be disapproved.
Not filling description lines. Sitelinks without descriptions are smaller and less informative. Always fill both description lines.
Using generic text. "Click Here" or "Page 1" tells the searcher nothing. Use specific, descriptive text.
Forgetting to check for disapprovals. Sitelinks can be disapproved for policy reasons (broken links, misleading text). Check your sitelink status monthly.
Troubleshooting Sitelink Issues
Sitelinks not showing. Google doesn't show sitelinks on every impression. They appear when Google determines they'll improve the ad's performance. If you never see them, check that they're approved (not disapproved) and that your ad rank is high enough (sitelinks only show when your ad is in a strong position).
Sitelink disapproved. Click on the disapproved sitelink to see the reason. Common causes: the URL is broken, the page doesn't load, the sitelink text is misleading relative to the page content, or the page violates Google's advertising policies.
Low sitelink CTR. If specific sitelinks rarely get clicked, the text might not be compelling enough or the page isn't what searchers expect. Test new text or swap in a different page.
Audit Your Sitelinks with GrantMax
GrantMax checks whether your sitelinks meet compliance requirements and evaluates their completeness (descriptions filled, enough variety, no broken links).
Prefer to hand it off to an expert? Our Google Ad Grant management services include sitelink setup and optimization. Explore Grant Services
Frequently Asked Questions
How many sitelinks should I have? Minimum 2 (compliance requirement). Recommended 6-8 for best performance. You can create up to 20 at the account level; Google will test and rotate the best performers.
Do sitelinks show on mobile? Yes, but the format is different. On mobile, sitelinks typically appear as smaller links without description text. On desktop, they appear as larger blocks with descriptions (when available).
Can I have different sitelinks for different campaigns? Yes. Account-level sitelinks apply to all campaigns. You can add campaign-level sitelinks that override or supplement the account-level ones for specific campaigns.
Are sitelink requirements the same globally? Yes. The minimum of 2 sitelinks applies to all Grant accounts worldwide. Best practices are the same regardless of country.
Key Takeaways
- Minimum 2 sitelinks for compliance; aim for 6-8 for performance
- Link to your highest-value pages: donate, volunteer, programs, about, events, contact
- Fill both description lines (35 characters each) for maximum ad size
- Use action-oriented text: "Donate Now" not "Donations"
- Update quarterly to reflect current priorities and seasonal campaigns
- Check for disapprovals monthly
- More sitelinks = more options for Google to test and optimize
Published: March 2026 | Last Updated: March 2026 | Author: GrantMax Category: Getting Started | Tags: Account Setup, Compliance