Creative Formats & Assets

Location Assets vs Sitelink Assets: Nearest Branch or Extra Links

In short: Both extend a search ad, but one pulls its content from an external account and the other is written directly inside Ads. A location asset syncs address, map pin, distance, and hours from a linked Google Business Profile, and Google automatically shows the branch nearest the searcher. A sitelink asset has no external dependency - you write the link text and URL yourself. That difference matters most when something breaks: a location asset can go silent with no visible error, while a broken sitelink is usually easy to spot. Use location assets when the physical address matters to the purchase, use sitelinks when it doesn't.

By the AdFlint research team · Fact-checked against current Google and Meta platform behavior · Last reviewed July 2026

Location Assets

Pulls address, map pin, and distance from a linked Business Profile so a search ad can surface your nearest storefront.

The asset links your Google Business Profile to the ads account, and Google shows the branch closest to the searcher along with hours and a directions link, which can also feed store-visit reporting. Use it whenever the physical location matters to the purchase. The mistake is broken plumbing: unverified or mismatched Business Profile locations simply stop the asset from serving, silently, with no obvious error surfaced.

Full definition

Sitelink Assets

Extra clickable links shown beneath a search ad, each pointing to a different page and carrying its own short description text.

Formerly called sitelink extensions, these expand the ad's footprint and let one ad serve several intents at once, such as pricing, locations, or a specific product. Google decides how many to show and which ones, based on query and device, so add at least four to qualify for larger layouts. The common mistake is pointing every sitelink at the homepage, which wastes the space.

Full definition

Side by side.

The differences that actually change what happens in your account.

 Location AssetsSitelink Assets
Where the content comes fromSynced live from a linked, verified Google Business Profile.Typed directly into the asset in Google Ads.
External dependencyRequires a Business Profile account linkage as a prerequisite.None - fully self-contained inside the Ads account.
What it showsAddress, map pin, distance, hours, and a directions link.A link title, optional description, and URL.
Multi-location handlingAutomatically selects the branch nearest the searcher.Shows the same set of links regardless of the searcher's location.
Failure visibilityAn unverified or mismatched profile silently stops the asset from serving, no error surfaced.A broken link or policy issue usually shows as a visible disapproval you can act on.
Special reportingCan feed store-visit style reporting tied to the physical footprint.Standard click and conversion reporting only.
Best fitBusinesses where visiting a physical location matters to the purchase.Any business, physical or online, with multiple relevant pages.

What actually separates them.

01

Location assets depend on a linked, verified Google Business Profile, while sitelinks are authored entirely inside the Ads account with no external account required.

02

When the Business Profile link breaks, location assets simply stop showing with no error message, whereas a broken sitelink usually throws a visible policy disapproval.

03

Location assets automatically pick the branch nearest the searcher, while sitelinks show the same links to everyone regardless of location.

04

Location assets can feed store-visit style reporting tied to your physical footprint, something sitelinks have no equivalent for.

05

A location asset's content, like hours and address, stays live from the Business Profile, while a sitelink's content is static until you manually edit it.

Which one should you use?

Use Location Assets when

  • The business depends on foot traffic to a physical address - retail, restaurant, clinic.
  • You operate multiple branches and want the nearest one served automatically.
  • Your Business Profile is already claimed, verified, and kept accurate.
  • You want hours and directions visible without maintaining them as separate manual assets.
  • You care about store-visit style reporting alongside standard click data.

Use Sitelink Assets when

  • The business is online-only, or the physical address isn't part of the purchase decision.
  • You want full manual control over the link text and destination with no external sync.
  • No Business Profile exists, or the one that does isn't verified or maintained.
  • You want to route to conceptual pages like pricing, about, or FAQ rather than a storefront.

Common questions.

Why did my location asset stop showing with no warning?

This is almost always an unverified or mismatched Google Business Profile link, since the asset fails silently rather than throwing a visible error in Ads. Check the profile's status directly rather than looking for a disapproval.

Do I need a Business Profile for location assets to work?

Yes, the Business Profile is the required data source for address, hours, and map information, so there's no way to run location assets without one linked and verified.

Can sitelinks replace what location assets do?

Not fully - a sitelink can link to a store locator page, but it won't automatically select the nearest branch or surface map pin and hours the way a location asset does natively.

Can location assets and sitelinks run on the same ad?

Yes, both can be eligible together, and Google decides which combination of assets actually renders for a given impression.

Or stop choosing between them.

AdFlint picks the setting, writes the ads, and keeps optimizing inside the Google and Meta accounts you already own.

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