TLDR: Google Maps Ads have been updated with scrollable sitelinks, allowing advertisers to direct users to specific pages on their websites directly from promoted pins. This new feature aims to boost user engagement and conversion rates within the Maps platform, integrating more deeply with Search and Performance Max campaigns.
Google has rolled out a significant enhancement to its Maps advertising, introducing scrollable sitelinks that allow advertisers to guide users to specific pages on their websites directly from promoted pins. This update, confirmed by Google Ads Liaison Ginny Marvin, is now fully launched and is designed to improve user experience and ad engagement within the Google Maps environment.
The new ad format presents light blue, scrollable sitelinks positioned beneath promoted pins on Google Maps. This provides brands with additional clickable real estate, enabling deeper interaction without requiring users to leave the Maps application. The sitelinks function similarly to those found in traditional Search ads, offering a direct pathway from discovery to action.
Advertisers can leverage these scrollable sitelinks through existing Search or Performance Max (PMax) campaigns. To enable this feature, campaigns must include at least two sitelinks configured for both desktop and mobile devices. These sitelinks can be implemented at various levels, including the account, campaign, asset group, or ad group.
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The introduction of sitelinks in Google Maps Ads is particularly impactful given Maps’ role as a high-intent platform for local and in-person searches. By allowing users to navigate directly to relevant product or service pages, the feature is expected to foster deeper engagement and potentially higher conversion rates for businesses. This strategic move further blurs the lines between Google’s Search and Maps advertising experiences, offering marketers greater flexibility in guiding consumers from initial discovery to a desired action. The update was initially observed and reported by Anthony Higman, Founder & CEO at ADSQUIRE, on X.
