How sitelink assets work
A sitelink is an additional link that appears beneath a search ad. Each one has short link text, an optional pair of description lines, and its own destination URL — so a single ad can offer several routes into the site instead of one. You add them in Google Ads at account, campaign or ad group level, and the most specific level in place is the one that serves.
They are eligible rather than guaranteed. Google decides at auction time how many to show, if any, based on the device, the position the ad won and whether including them looks likely to help. A desktop result with a high position may show several stacked with their descriptions; a phone may show a compact row of just a couple. You need more than one configured before any can appear at all.
Why sitelinks matter
They make the ad taller, which crowds out the results below it and generally lifts click-through rate. Because expected click-through rate is part of Ad Rank, a well-served ad can hold its position without bidding as hard.
The more useful effect is on click quality. Someone who taps “Pricing” or “Trekking permits” has told you what they came for, and lands on the page that answers it rather than a homepage they must navigate. That shortens the path to an enquiry and makes the traffic easier to judge, since the sitelink report shows which routes people actually take.
Common mistakes with sitelinks
The most common is writing them as navigation. “Home”, “About Us” and “Blog” are copied straight off the menu and none of them serve a buyer who is mid-search. Sitelinks should offer next steps, not a site map.
The second is repetition. If the headline already says “Free Consultation”, a sitelink saying the same thing wastes the space. The third is neglect: links pointing at pages that have been renamed, campaigns still promoting a finished offer, or a set written once for the whole account and never adjusted for campaigns that sell something quite different.
How to act on it
Write each sitelink around an intent a searcher plausibly has at that moment — a specific service, a price or package page, a location, a way to make contact. Keep the link text short enough to survive a narrow phone screen, and use the description lines, because they only serve on the larger formats and cost nothing to add.
Point every sitelink at a page that genuinely delivers what the text promised, and check those URLs whenever the site changes. Where buyers prefer to phone rather than fill in a form, which is common in Nepal, one sitelink should lead somewhere the number is obvious. Review the asset report on a schedule and replace the links nobody uses, in the same pass as your other ad extensions when you review search campaigns.