Google Ads sitelink character limits (25 / 35 / 35)
Sitelink text is limited to 25 characters (12 in Chinese, Japanese and Korean). Description line 1 and description line 2 are 35 characters each, and you have to fill both or neither.
Yehor Dementiev · Updated September 19, 2026
Google Ads sitelink text is limited to 25 characters, and each of the two sitelink description lines is limited to 35 characters. In Chinese, Japanese and Korean, link text drops to 12 characters.
Last verified: September 19, 2026, against Google Ads Help — About sitelink assets and the Google Ads API SitelinkAsset reference.
Want to check a line before you upload it? Paste it into the free Google Ads character counter. All other ad and asset limits are on the Google Ads limits hub.
Sitelink limits
| Field | Limit | Double-width languages (CJK) | Required? |
|---|---|---|---|
| Sitelink text | 25 characters | 12 characters | Yes |
| Description line 1 | 35 characters | Not published by Google | Optional, but only together with line 2 |
| Description line 2 | 35 characters | Not published by Google | Optional, but only together with line 1 |
| Final URL | Must match the ad's final URL domain (exceptions below) | — | Yes |
Source: Google Ads Help — About sitelink assets (link text, CJK limit); Google Ads API — SitelinkAsset (description1 and description2: "between 1 and 35, inclusive", and each requires the other to be set); Sitelink asset requirements (URL domain).
What that means in practice:
- Spaces and punctuation count.
Emergency Plumber 24/7is 22 characters, not 19. - Both description lines or none. The API rejects a sitelink with only
description1set. In the UI, Google says your sitelink "may be eligible" to show descriptions only when you fill out both lines. - Double-width characters. Google caps CJK link text at 12 characters. It does not publish a separate CJK figure for description lines, so check those in the Google Ads interface before you upload.
- Final URL domain. The sitelink URL must be on the same domain as the ad's final URL. Google allows a few third-party destinations, such as Amazon, Best Buy, Facebook, YouTube, LinkedIn and Instagram. For those, the link text has to name the full domain, e.g.
Demo on YouTube.com(19).
Google also says outright that shorter link text means more links can show: "Short links mean that more links can show, so be sure to stay within limits." That makes 25 a ceiling, not a target. Most strong sitelinks are 10–18 characters.
When descriptions show (and when they don't)
Descriptions are optional, but Google says they "are required for unlocking ad formats that are shown to increase your performance". In other words, the larger format where each link gets two lines of text under it only shows if you've written descriptions.
They show when:
- Both description lines are filled in (or Google generates them, see below).
- Google predicts the expanded format will perform better in that auction. Google's own guidance notes that advertisers see this format most often on brand terms, where they are the only ad above the results (Use as many asset types as possible).
They don't show when:
- Only one line is filled in. The API won't even accept that.
- The ad serves lower on the page, or the compact format is predicted to do better. Then you get plain links.
- On mobile, sitelinks usually appear as a swipeable carousel of link text. If the ad is in the very top position, sitelinks can instead show in a prominent row with one sitelink per line.
Two more details from the help page. First, "descriptions don't reduce the number of links that can show." Second, if you're opted into dynamic sitelinks, Google Ads can write the descriptions for you. It's better to write your own, because auto-generated lines can pick up wording you wouldn't approve for a client.
How many sitelinks you can add and show
| Rule | Value | Source |
|---|---|---|
| Max sitelinks per account, campaign or ad group | 20 | Use as many asset types as possible |
| Minimum to show sitelinks at all | 2 (desktop and mobile) | About sitelink assets |
| Max shown on desktop (Search, Performance Max) | 6 | About sitelink assets |
| Max shown on mobile (Search, Performance Max) | 8 | About sitelink assets |
| Max shown in Video campaigns (mobile only) | 4 | About sitelink assets |
| Max shown in Demand Gen | 4 | About sitelink assets |
| Google's recommendation | At least 6 with descriptions for high-volume ad groups, asset groups and campaigns | About sitelink assets |
You can attach sitelinks at the account, campaign, ad group or asset group level. Sitelinks at every level of the same branch (account, campaign, ad group) can serve together. Google picks the best combination from that pool, so account-level sitelinks can appear next to campaign-level ones. The practical rule: only put a sitelink at the account level if it fits every campaign. Contact Us works there. Water Heater Repair doesn't.
Also know that unused RSA headlines can now serve in the sitelink space. Google says up to 2 unused responsive search ad headlines can show as link-based assets pointing to your final URL's domain (About assets). Writing six or more sitelinks yourself keeps you in control of what shows there.
Sitelink examples by industry
Every line below is within limits. Counts include spaces.
Lead generation (B2B services)
| Sitelink text | Description line 1 | Description line 2 |
|---|---|---|
Get a Free Quote (16) | Response within one business day (32) | No obligation, no sales pressure (32) |
Case Studies (12) | Results from 40+ client projects (32) | Real numbers, named industries (30) |
Pricing (7) | Transparent monthly packages (28) | No setup fees, cancel anytime (29) |
Book a Consultation (19) | Pick a 30-minute slot online (28) | Talk to a specialist, not a bot (31) |
E-commerce
| Sitelink text | Description line 1 | Description line 2 |
|---|---|---|
New Arrivals (12) | Fresh styles added every week (29) | Shop the latest drops first (27) |
Sale Up to 40% Off (18) | Last-season styles, limited sizes (33) | Ends Sunday at midnight (23) |
Free Returns (12) | 30-day returns on every order (29) | Prepaid label in the box (24) |
Gift Cards (10) | Delivered by email in minutes (29) | Any amount from $10 to $500 (27) |
Local services (plumber)
| Sitelink text | Description line 1 | Description line 2 |
|---|---|---|
Emergency Plumber 24/7 (22) | On-site in 60 minutes or less (29) | Nights, weekends and holidays (29) |
Drain Cleaning (14) | Clogged sink, shower or sewer line (34) | Upfront price before we start (29) |
Water Heater Repair (19) | Tank and tankless, all brands (29) | Same-day repair in most cases (29) |
Service Area (12) | Serving Austin and Round Rock (29) | Check your ZIP code online (26) |
Two patterns work well here: line 1 says what's on the page, line 2 gives a reason to click. Each description pair also works if Google shows it without the other sitelinks around it.
Mistakes that get sitelinks disapproved
These come from Google's Sitelink asset requirements policy and the troubleshooting notes on the help page:
- Same link text on two sitelinks. Not allowed, "even if each sitelink points to a different destination."
ContactandContacton two URLs gets disapproved. - Off-domain URLs. Sitelink URLs that don't match the ad's final URL domain are not allowed, apart from the third-party exceptions above. Even for those, the link text must include the full domain.
- Attention-grabbing punctuation and symbols. Exclamation marks, punctuation at the start of the text and symbols like ► are not allowed in link text or descriptions.
Call Now!!!gets disapproved.Free Shippingis fine. - Link text that doesn't match the page. The text has to clearly and accurately describe what's on the destination page.
Pricingthat lands on the homepage is a policy problem, not just bad UX. - Similar text (not a disapproval, but they won't both show). Google says sitelinks with "the same or similar text won't serve together," so only one of
Get a QuoteandGet a Free Quotewill serve. - Scheduling mismatch. Sitelinks scheduled for times when the ad doesn't run never show. This doesn't cause a disapproval, but it's a common reason sitelinks stop appearing.
What about duplicate URLs? The current policy page does not forbid two sitelinks pointing to the same URL. It still wastes a slot, so give each sitelink its own page (or at least its own anchor or filter).
For callout and structured snippet rules, see callout and structured snippet limits. For image, call, price and promotion assets, see other asset limits.
Standard sitelinks for every client, from one template
Agencies tend to rewrite the same sitelink sets for every new account: quote, pricing, case studies, contact. And across 30 accounts, someone always uploads a 27-character link text or leaves one description line empty.
With AdsCockpit Templates you build a campaign once as a template, including its sitelinks with link text, both description lines and final URLs, and launch it for every client. Per-client values such as city or service name are filled in at launch. Before anything is published, a preflight check measures each sitelink against the 25 / 35 / 35 limits after those values are filled in and validates the final URL. So a link text that fits for Plumber in Austin (17) but not for a longer city name fails before it reaches Google, not after. If you run many accounts under one manager account, that's one sitelink standard across your whole MCC.
FAQ
What is the character limit for Google Ads sitelink text?
25 characters in most languages, or 12 characters in double-width languages like Chinese, Japanese and Korean. Spaces and punctuation count.
What is the sitelink description character limit?
Each of the two description lines is limited to 35 characters. Descriptions are optional, but if you set one line you must also set the other.
How many sitelinks can I add in Google Ads?
Up to 20 sitelinks per account, campaign or ad group. An ad needs at least 2 to show sitelinks and can show up to 6 on desktop and up to 8 on mobile.
Why are my sitelink descriptions not showing?
Descriptions are eligible only when both lines are filled, and Google decides per auction whether the expanded format shows. It appears most often when the ad is in a top position, typically on brand searches.
Can two sitelinks have the same text or URL?
Two sitelinks with the same link text get disapproved, even if they point to different pages. Google's policy does not ban two sitelinks with the same URL, but they waste slots.
Keep reading
- ArticleCallout & Structured Snippet LimitsCallout text is limited to 25 characters (12 in Chinese, Japanese and Korean). Structured snippets need 3 to 10 values per header, each value up to 25 characters, under one of 13 predefined headers.9 min read
- ArticleResponsive search ad character limitsGoogle Ads headlines are limited to 30 characters (3 to 15 per ad), descriptions to 90 characters (2 to 4 per ad), and each of the two display paths to 15 characters. Spaces and punctuation count.8 min read
- ArticleBusiness name, display path, price & promotion limitsThe Google Ads business name is capped at 25 characters, each display path at 15, price asset headers and descriptions at 25 each (3 to 8 items), and Performance Max long headlines and descriptions at 90.11 min read
- GuideGoogle Ads limitsThe complete guide this article belongs to.
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