Sitelinks can add direct paths beneath eligible Demand Gen ads, including campaigns that serve on Gmail. Google’s current guidance says Demand Gen can show up to four sitelinks and recommends unique text, relevant destination pages, descriptions, and scheduling when appropriate. Good sitelinks reduce navigation effort; weak ones repeat the same homepage four times.

VISUAL LESSON

What you will learn

  1. 01Select four distinct destination jobs.
  2. 02Create and attach sitelink assets correctly.
  3. 03Test rendering, schedules, URLs, and measurement.
An email-style ad card branches into four distinct destination cards
Four sitelinks are useful only when they answer four different next-step questions.

ILLUSTRATIVE WORKED EXAMPLE

Compare an illustrative four-link plan

Services destinationSpecific service page tested
Ready
Proof destinationCase evidence and claims reviewed
Ready
Pricing destinationMobile table overflows
Fix
Contact destinationConfirmation event missing
Fix
Illustrative example—not a benchmark. Replace every sample value with your own campaign, market, and measurement data.

PRACTICAL INTERFACE MAP

Create a sitelink set from user question to verified page

Jobs01Map four distinct next steps

Use pages such as services, proof, pricing, or contact only when each answers a different high-intent question.

Assets02Write and attach the links

Use unique text, useful descriptions, relevant URLs, the appropriate account or campaign level, and schedules where needed.

Test03Preview every destination

Check mobile and desktop rendering, redirects, UTMs, page content, forms, conversion events, and start or end dates.

Conceptual walkthrough. Labels, controls, and availability can vary by account, region, plan, and interface version; verify the current screen before acting.

STEP-BY-STEP LESSON

User questions → distinct sitelinks → specific pages → measured actions

MapFour destination jobs
AttachText, level, schedule
VerifyPage and conversion

THE LEAD ATLAS METHOD

Lead Atlas Data can research business contacts specific to the campaign’s categories, locations, and market, while each Gmail sitelink leads to a clearly measured page with its own purpose.See how custom list research works ↗
01

Choose four destination jobs

List the questions a high-intent prospect may ask after seeing the ad: what services exist, whether the company has relevant proof, how pricing or eligibility works, and how to begin. Select up to four pages that answer distinct questions and support the campaign’s offer.

Do not use four labels that all point to the homepage. If the site lacks a credible destination, improve the page first or omit the sitelink; an extra path that breaks message match adds friction instead of reducing it.

02

Write specific sitelink assets

Write concise, unique link text that names the destination accurately. Google’s current general limit is 25 characters for link text in most languages; confirm the live limit in the account. Add description lines that clarify the page rather than repeating the link text.

Keep prices, conditions, availability, claims, and calls to action consistent with the destination. Review capitalization, punctuation, trademarks, regulated language, and any time-sensitive statement with the appropriate owner before upload.

03

Choose level and schedule

Attach broad links at account level only when they are relevant across campaigns. Use campaign or ad-group association when the links are specific to an offer, market, product, or audience. Record which higher-level assets may also be eligible to serve.

Use start and end dates or day and hour scheduling for promotions, events, staffed contact paths, and seasonal pages. Assign an expiration owner; a correct schedule is a control against stale offers, not a substitute for checking the destination.

04

Preview and test every link

Preview the eligible Demand Gen ad in mobile and desktop contexts where the interface allows. Verify link text, description rendering, ordering expectations, final URL, redirect chain, HTTPS, load speed, mobile layout, page message, consent behavior, form or checkout, and confirmation state.

Give each destination a consistent UTM convention without overwriting platform identifiers. Trigger labeled test actions and verify the intended conversion event, value, source-system record, and follow-up. Google may choose which eligible assets serve, so test the set without assuming all four appear together.

05

Review asset and business outcomes

After sufficient delivery, inspect sitelink eligibility, disapprovals, impressions, clicks, cost, destination engagement, conversions, and qualified outcomes where reporting is available. Compare pages by user job and traffic quality rather than declaring the highest click-through link the winner automatically.

Deliverable: destination-job map, sitelink text and descriptions, association level, schedule, URL and UTM sheet, claims approval, mobile and desktop previews, redirect tests, conversion receipts, asset-status review, destination-quality report, expiration owner, and next refresh date.

THE TAKEAWAY

Give each sitelink a distinct user job, attach it only where relevant, write truthful text and descriptions, and test the final URL, mobile page, event, and schedule before launch.

OFFICIAL REFERENCES

Check the platform’s current instructions.

Platform labels, eligibility, and workflows can change. These official help pages were used to validate this lesson.