What's the Maximum Number of Sitelinks on a Google Ads Search Ad?

A Google Ads search ad can show up to 6 sitelinks on desktop and up to 8 on mobile devices. At least 2 sitelinks need to be eligible to show before any of them appear with the ad, per Google's official sitelink asset documentation.

Desktop vs. Mobile Sitelink Counts

On desktop, sitelinks typically appear below the main ad copy, arranged on one or two lines beneath the headline and description, and Google can show up to 6 of them in that space. On mobile, sitelinks render differently: they show side-by-side in a swipeable carousel on a single line, and that layout accommodates up to 8 sitelinks rather than 6. The difference comes down to available screen space and interaction pattern, not a difference in how many sitelinks an advertiser is allowed to create.

The 2-Sitelink Minimum

Google requires at least 2 sitelinks to be eligible and ready to serve before any sitelink shows with a given ad. An account can have more than 2 sitelinks set up at the campaign or account level, but if fewer than 2 are eligible for a particular auction, because of disapproval, scheduling, or device targeting, none of them will display, not just the ones that failed eligibility.

How Many Sitelinks to Actually Create

The 6-to-8 display ceiling is a serving limit, not a creation limit. Advertisers can add more than 8 sitelinks to a campaign or account, and Google's system rotates and selects whichever ones are most likely to perform for a given query and device. Most advertisers get the full benefit of the feature by building somewhere between 4 and 8 well-differentiated sitelinks, such as distinct landing pages for pricing, contact, key product categories, or promotions, rather than padding the list with near-duplicate links that compete with each other in rotation.

What Counts as a Useful Sitelink

Each sitelink needs its own link text and ideally its own description lines, and should point to a genuinely distinct page rather than a variation of the main ad's destination. A sitelink pointing to the homepage when the main ad's final URL is already the homepage, for instance, adds nothing to the auction and just dilutes rotation among the sitelinks that do offer something different.

Example of a Strong Sitelink Set

A home services company running search ads for "emergency plumber" might build sitelinks for Same-Day Service, Service Areas, Customer Reviews, and Request a Quote, four landing pages that each answer a different question a searcher might have before calling, rather than four variations of the same contact page.

Bottom Line

Build at least 4 to 6 meaningfully distinct sitelinks per campaign so Google's system has real options to rotate between on both desktop (up to 6 shown) and mobile (up to 8 shown), and confirm all of them are approved and eligible, since falling below the 2-sitelink floor at serving time means none show at all.

Source: Google Ads Help Center, "About sitelink assets" (support.google.com/google-ads/answer/2375416).