Google Ads Introduces New Business Links Asset Type for Search Ads

Google Ads has introduced a new asset type called “Business Links” designed to enhance ad performance by capturing varied user intents within a single search ad. This feature, still in its pilot stage, allows advertisers to target customized and diverse user journeys, improving ad engagement and consideration.

According to Google’s new help document, “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.” While currently limited in availability, this pilot feature has the potential to refine how ads resonate with specific user intents, adapting to different customer journeys to optimize ad relevance and overall performance.

Digital marketer Hana Kobzová shared this update on X, adding, “Google Ads launches a new ad asset pilot for Search Ads called Business Links.” Her post on PPC News highlights the unique benefits and functionality of this new asset.

Key Benefits of the Business Links Asset

Google lists several benefits to using Business Links, including:

Capture Multiple User Intents: With the ability to create multiple headlines, advertisers can address diverse user intents within a single Business Link, making ads more relevant to a wider audience.
Optimize Ad Relevance and Performance: Google’s AI can generate additional headlines and enhancements for Business Links, improving ad relevance based on the user query at serving time.

Business Links serve similarly to sitelinks, meaning they can appear alongside other assets. However, Business Links will compete with sitelinks in the auction, meaning either the Business Links or sitelinks, or a combination of both, may serve based on relevance and performance.

How to Get Started with Business Links

Since Business Links are still in the pilot stage, they may not be available to all advertisers yet. For those interested in learning more, details and setup instructions can be found in Google’s help document here.

This new asset type underscores Google’s commitment to refining ad relevance and engagement through AI-powered tools, enhancing advertisers’ ability to meet varied customer needs in search ads.

Are you seeing Business Links in your Google Ads account? Share your experience and thoughts!

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