Google Maps Ads Get Scrollable Sitelinks Boost

Technical Requirements and Campaign Compatibility

Campaign Types That Support Scrollable Sitelinks

Scrollable sitelinks are available for both Search campaigns and Performance Max (PMax) campaigns. Search campaigns can leverage sitelinks when they serve impressions in Maps results through location-based keywords or when users have location extensions enabled. Performance Max campaigns, which automatically optimize across Google's inventory, can also display sitelinks when appearing in Maps placements.

This dual support means existing Search and PMax campaigns with sitelinks configured will automatically display them in Maps when eligible. Campaigns targeting specific geographic areas or using location extensions are more likely to trigger Maps ad placements with sitelinks.

Minimum Configuration Requirements

Google requires advertisers to include at least two sitelinks for desktop and two sitelinks for mobile to activate the scrollable sitelinks feature. Sitelinks can be configured at multiple levels: account-level (applying to all eligible campaigns), campaign-level (specific to individual campaigns), asset group level (for PMax campaigns), or ad group level (for granular control).

Character Limits and Content Guidelines

Each sitelink text is limited to 25 characters, while optional descriptions can be up to 35 characters per line. These character limits force concise, action-oriented copy. Landing pages linked from sitelinks must be mobile-friendly, and Google reviews each sitelink for policy compliance, which typically takes 1-2 business days.

Best Practices for Implementation

Creating Action-Oriented Sitelink Text

Effective sitelink text speaks directly to user intent: "View Menu," "Book Appointment," "Check Hours," "Get Directions," or "Order Online." These phrases tell users exactly what will happen when they click, reducing uncertainty and increasing engagement.

When selecting sitelink priorities, consider the most common user journeys for your business. A restaurant might prioritize menu viewing and reservation booking, while a retail store might focus on store hours, directions, and current promotions. according to Medowa Global's implementation guide, sitelinks that align with user intent perform significantly better than generic options.

For businesses looking to maximize their local advertising performance, working with professional SEO services can help ensure your sitelinks and landing pages work together effectively.

Optimizing for Local Intent

Align sitelink content with location-relevant actions, emphasizing information that helps users act on their immediate needs. Time-sensitive options like "Order for Pickup," "Reserve Now," or "Today's Specials" resonate with users searching in the moment. Your web development strategy should include mobile-optimized landing pages that convert sitelink traffic effectively.

Structuring Your Sitelink Portfolio

A well-structured sitelink portfolio covers multiple user needs with 4-6 sitelinks. Organizing around key business functions—information (hours, location), transactions (ordering, booking), and engagement (reviews, specials)—creates a logical flow that users can navigate intuitively.

Step-by-Step Setup Guide

Step 1: Navigate to Assets

In your Google Ads account, click Ads & assets in the left sidebar, then select Assets to view all extensions.

Step 2: Create New Sitelink Assets

Click the blue + button and choose Sitelink from the dropdown. Fill in the details:

• Sitelink text: Enter short, action-oriented phrases (e.g., "Order Online")
• URL: Paste the landing page link
• Description lines: Add supporting text (optional)

Repeat to create at least four sitelinks (two per device type).

Step 3: Attach Sitelinks to Campaigns

Find your new sitelinks in the asset list, click Add to, and choose the level: Account, Campaign, Asset group, or Ad group. Select your Search or PMax campaign and set device preferences.

Step 4: Review and Launch

Go to Campaigns > Select your campaign > Ads & assets to preview sitelink integration. Check the Extensions tab for status—sitelinks should show "Eligible" once approved.

Conclusion

Scrollable sitelinks represent a meaningful advancement in Google Maps advertising, transforming promoted pins into interactive decision engines that serve user needs while driving business results. For local businesses, the feature offers expanded clickable real estate, deeper user engagement, and cost-effective performance improvements.

Successfully leveraging scrollable sitelinks requires attention to technical requirements, thoughtful content strategy, and ongoing optimization. Advertisers who approach sitelink creation from a user perspective—focusing on genuine needs and clear value—will see better results than those treating sitelinks as mere advertising space.

The rollout of scrollable sitelinks reflects broader trends in digital advertising toward user-centric formats that respect attention and provide genuine utility. By embracing this approach and optimizing sitelinks effectively, businesses can capture more local search traffic, drive more meaningful conversions, and build stronger connections with nearby customers.

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