About business links for Search ads

Business links is a new asset type with enhancement features that allow you to target customized and varied user intents all in a single Search ad. It can adapt to different customer journeys to help improve ad consideration, engagement, and optimize your ad’s overall performance.

Benefits

• Capture multiple user intents: You can create multiple headlines, which allows you to capture multiple user intents within the same business link.
• Optimize ad relevance and performance: Through business links, Google AI can help generate additional headlines and make enhancements for you to improve ad query relevance and performance at serving time.
  • Note: This feature will be gradually rolled out and you may not have access at this time.

How it works

Business links can be created at the account level, campaign level, and ad group level in Google Ads only. To add business links, follow the instructions below.

1. In your Google Ads account, click the Campaigns icon .
2. Click the Assets drop down in the section menu.
3. Click Assets.
4. Click the plus button, then select Business Links.
5. In the “Add to” dropdown menu, choose the level where you’d like to add the business link:
   • Account
   • Campaign
   • Ad group
6. Fill out the following fields:
   • Business link text
   • Description
   • Final URL
7. Repeat step 6 as needed.
8. Click Save.

Pause or remove business links

If you don’t like a given business link, you’re able to pause or remove it. Pausing a business link will prevent it from serving, but keeps it available to be re-enabled. Removing a business link removes it completely so that it will not be able to serve again later on.

1. In your Google Ads account, click the Campaigns icon .
2. Click the Assets drop down in the section menu.
3. Click Assets.
4. Click the Business links summary card header.
5. To pause or remove multiple business links:
   1. Select the assets by clicking on the checkbox.
   2. Click Pause or Remove on the blue bar at the top.
6. To pause or remove an individual business link:
   1. Select the individual asset in-line by clicking on the drop down next to the colored indicator.
   2. Click Pause or Remove.

Business links enhancements

The business links enhancements feature allows Google AI to help you generate additional headlines and enhance your existing headlines and descriptions to help further drive ad query relevance and performance. Note that business links enhancements are enabled by default. To disable, follow the instructions below.

How to disable business links enhancements for a new campaign

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down menu in the section menu.
3. Click Campaigns.
4. Click the + New campaign and follow the required steps for campaign creation.
5. When you reach the “Campaign settings” page during campaign creation, scroll down to “Business link enhancements”.
6. Click the Business link enhancements drop down.
7. Click the button next to "Off: Use business links without enhancements”.
8. Click Next.

How to disable business links enhancements for an existing campaign

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down menu in the section menu.
3. Click Campaigns.
4. Click the Settings tab, then select the campaign that you want to edit.
5. Click the Business link enhancements drop down.
6. Click the button next to "Off: Use business links without enhancements”.
7. Click Save.

Asset specification

Type	Maximum length	Quantity	Required
Headline	30 characters	Up to 3 headlines per business link
Description	90 characters	1 description per business link

Performance and reports

You can view individual business links performance by following the instructions below.

1. In your Google Ads account, click the Campaigns icon .
2. Click the Assets drop down in the section menu.
3. Click Assets.
4. Click the Associations tab.
5. Click the Business Link summary card header for the type of assets.

In the performance table, you’ll find the following:

• Asset column: Shows the provided assets such as headline and description, including additional assets if available.
• Status column: Reflects the policy approval status of your business link and the provided assets.
  • “Approved”: All assets in your business link are approved.
  • “Approved (limited)”: One of the assets in your business link has been disapproved or requires your attention, though the overall asset is still serving.
  • “Disapproved”: All assets in your business link are disapproved.
• Source column: Identifies who created the assets.
  • “Advertiser”: You initially created the assets, including additional automatically created assets.
  • “Automatically created”: All assets were automatically created with the help of Google AI.

Best practices

Business links are compatible with Search campaigns. When creating business links, keep these best practices in mind:

• Add multiple headlines (up to 3 per business link) to help improve ad relevance and performance.
• Leverage business links enhancements to generate additional headlines and enhance your existing headlines and descriptions with the help of Google AI.
  • Note: This feature will be gradually rolled out and you may not have access at this time.
• Provide more than 6 business links to optimize performance.
• Utilize increased character limits for headlines and descriptions.

Frequently asked questions

Related Links

• About price assets
• About promotion assets
• Create and edit sitelink assets