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.
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