Google tests Business Links to boost engagement in Search Ads

Business Links is a new type of asset in Google Ads that leverages customizable, AI-enhanced headlines to target various user intents within a single search ad.

How it works

Business Links function similarly to sitelinks, offering added flexibility:

• Customizable Headlines: With up to three headlines per link, advertisers can address different user intents, expanding their audience reach.
• AI-Driven Enhancements: Google AI automatically generates additional headlines and optimizes content for real-time relevance by default, though advertisers can turn off this feature in campaign settings.

Why it matters

Business Links are designed to adapt to various customer journeys, helping increase ad engagement and performance. For instance, the option to include up to six links per campaign provides extra flexibility for engaging specific audience segments.

How to set up

Advertisers can add Business Links at the account, campaign, or ad group level in Google Ads. Each link requires:

• Headlines: Up to three 30-character headlines
• Description: A single 90-character description
• Final URL: The landing page URL

Pausing or removing links

Advertisers can pause or fully delete a Business Link if needed. Pausing keeps the link available for reactivation, while deletion removes it entirely from the campaign.

Tracking performance

Individual Business Link performance data can be found under the Assets > Associations tab in Google Ads, showing details like asset approval status and source, which indicates if the asset was created manually or automatically by Google AI.

Recommendations from Google

• Create multiple headlines for improved ad relevance.
• Use AI enhancements to generate additional headlines automatically.
• Add at least six Business Links for optimal performance.

What’s next

Though still in the pilot phase, advertisers interested in testing Business Links can reach out to their Google representative. This tool offers a valuable opportunity to maximize campaign relevance and effectiveness as Google continues to expand its AI-driven ad customization features.

Expert conclusions

UAMASTER experts note that Google’s new Business Links tool can significantly enhance the effectiveness of search campaigns through a personalized approach and automated optimization. By allowing up to three headlines per link and leveraging artificial intelligence, advertisers can reach different audience segments with varying intents. This makes campaigns more adaptive and relevant to user queries, ultimately increasing their efficiency and engagement.

Business Links is an excellent tool for businesses looking to provide a better user experience and achieve higher conversion rates. The option to pause or remove links makes this asset even more flexible, while the performance tracking feature provides clear insights into how each link impacts the campaign.

UAMASTER recommends Business Links for companies focused on a tailored approach to different audiences. This tool fosters deeper interaction with users and improves the efficiency of advertising budgets through real-time content optimization.

This article available in Ukrainian.