Sitelinks now factor into Google Performance Max ad strength

Google Ads updated how it calculates ad strength in Performance Max campaigns and sitelinks are now officially part of the equation.

Why we care. Sitelinks can boost engagement by offering users more paths to convert. Their absence could now drag down ad strength scores, potentially affecting campaign performance.

How it works. Sitelinks now appear in the asset group interface alongside images, videos, products, headlines, and descriptions. If they’re missing, the system may prompt advertisers to add them to improve ad strength.

Sitelinks Ad Strength Pmax

What to watch. Advertisers should audit their Performance Max asset groups and ensure sitelinks are properly set up to avoid penalties in ad strength and maximize reach.

The discovery. This update was first spotted by PPC Specialist Vojtěch Audy

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About the Author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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