What sitelinks are and where they appear
A standard search ad leads to one landing page. Sitelinks add several links beneath the ad text, and each opens a specific section: pricing, catalog, reviews, branch addresses, current offers.
They are not guaranteed to show. Google displays them when the ad sits high enough and the system expects them to help the searcher. On a phone they look more compact than on desktop, and in Tashkent and the regions a large share of searching happens on mobile.
You may still hear them called extensions. In the account they now live under Assets, but the idea is unchanged.
Why they matter for local businesses
Someone searching for a dentist in Chilanzar or a tour from Samarkand rarely wants the homepage. They want a price, an address or a booking form. Sitelinks put those one tap away.
They also make the ad larger and more convincing next to competitors who run a bare headline, and they let one ad serve several intents: one person compares prices, another checks past work, a third wants to call.
Clicks on sitelinks are charged under the usual auction logic, with no separate fee for the asset. The format is free to add, but the traffic is not free.
Choosing the right pages
Pick pages that answer the question a buyer has right after reading your headline. A furniture shop in Fergana might link to its catalog, delivery terms and showroom address. A language school in Tashkent might link to the course list, the schedule and the enrollment page.
Each sitelink should open its own page, not the same URL as the ad. If all four go to the homepage, they add nothing. If the page you need does not exist yet, build it first.
- Main product or service categories
- Pricing or a cost calculator
- Offers that are actually running
- Reviews and examples of finished work
- Contacts, branches and directions
- Delivery and payment terms, including Click and Payme
- A booking or request page
Writing link text and descriptions
Each sitelink has a headline of up to 25 characters and two optional description lines of up to 35 characters. Space is tight, so be specific: “Installation prices” beats “Learn more”. Generic phrases burn characters and say nothing.
Always fill in the descriptions. Use them to remove doubt: “Same-day visit”, “Pay with Click or Payme”, “Work guarantee”. Only claim what is true and visible on the landing page.
Match the language of your audience. If customers search in Uzbek, run a separate campaign or ad group with Uzbek copy and an Uzbek page rather than mixing languages in one set.
How to set sitelinks up
Sitelinks can be attached at account, campaign or ad group level. The lower the level, the more precise the control, and ad group sitelinks take priority over campaign ones. If you sell and repair, for example, give each line of business its own set.
- Open Assets in your Google Ads account and choose sitelinks
- Pick the level: account, campaign or ad group
- Create at least two, ideally four or more, so the system can choose
- Fill in the headline, descriptions and final URL for each
- Check that every page loads fast on a phone and has no errors
- Wait for review and confirm the asset status
Common mistakes
The biggest one is treating sitelinks as a checkbox: added once, never reviewed. The second is stale content. An offer ends, the sitelink stays, and a customer lands on a page that no longer makes sense.
- Every link goes to the homepage
- Vague text like “Click here”
- One identical set across all campaigns
- Slow or mobile-unfriendly landing pages
- No goals in analytics, so nobody knows which link produced a lead
Measuring results and where to start
Google Ads lets you segment clicks by type, so you can see how many came from the headline and how many from sitelinks. Clicks are not the goal, though. Set up leads, calls and orders in your analytics, and you will see which links bring inquiries and which only collect visits. Replace weak ones with other pages and test new wording.
If you want help, the markdev team sets up Google Ads for businesses in Uzbekistan, from campaign structure and assets to lead tracking. Describe your task and we can talk through which pages of your site to start with.
FAQ
How many sitelinks should I add?
At least two, but four or more is better so Google can pick the most relevant ones. Showing the whole set on every impression is never guaranteed.
Do sitelink clicks cost money?
Yes. A click on a sitelink is billed like a normal ad click. There is no separate charge for the asset itself.
Why are my sitelinks not showing?
Most often it comes down to ad position and quality, since sitelinks do not appear on every impression. Also check the asset's review status and that the pages load properly.
Can a sitelink point to Telegram or Instagram?
Sitelinks are meant for website pages. A safer route is to link to a page that has Telegram and Instagram contact buttons and track inquiries there.
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