Turn Google Maps Browsers into Callers: Scrollable Sitelinks Done Right for Contractors

By techgrad | October 17, 2025

Google Maps ads now feature a horizontal, scrollable row of sitelinks on promoted pins/ad cards, enabling users to jump directly to specific, conversion-focused pages instead of just the homepage. For HVAC, plumbing, and electrical contractors, this increases on-screen presence and helps address high-intent needs like emergency service, booking, financing, and trust signals. Benefits include faster conversions, a larger mobile footprint, and better routing to booking pages over homepages. To implement quickly, link your Business Profile with Location assets, add concise sitelinks to purpose-built pages, enable call reporting/conversion tracking, and use UTM parameters to measure which links drive calls and jobs.

TL;DR — Google Maps ads now show scrollable sitelinks under your promoted pin/ad card. That’s extra screen real estate to route high-intent, near-me shoppers straight to the page that turns them into a call: emergency service, online booking, financing, specials, or service areas. Keep labels short, pages fast, calls tracked, and measure which links actually produce jobs—then double down.

What actually changed in Google Maps

Google added a horizontal, scrollable row of sitelinks to Maps ads. When your ad shows in Maps (promoted pin/ad card), users can swipe through multiple links and jump straight to specific pages on your site—not just your homepage. More real estate, more paths to conversion, and a chance to address the exact intent someone has when they’re on Maps: “Who’s close, open, and can fix this now?”

For contractors, that’s powerful. If you’re HVAC, plumbing, or electrical, most Maps users want one of a few things: emergency service, same-day availability, a quick estimate, or proof they can trust you (reviews, licensing, service area). Sitelinks let you answer those in one swipe.

Why this matters for HVAC, plumbing, and electrical

  • High-intent traffic: Maps users are closer to calling than general search. Remove friction and they convert faster.
  • Bigger footprint: Scrollable sitelinks push competitors down and give your brand more presence on a tiny mobile screen.
  • Pre-call confidence: Financing, warranties, and reviews reduce price/urgency anxiety so the user is ready to call.
  • Better routing: Guide people to booking instead of your homepage. Fewer clicks, more scheduled jobs.

How to implement in 15 minutes

  1. Link your Business Profile and turn on Location assets. In Google Ads, ensure your Business Profile is linked and Location assets are active. That’s your ticket into Maps placements.
  2. Add sitelink assets at the campaign or account level. Create 4–8 sitelinks with short, mobile-first labels (think chips, not sentences). Example labels below.
  3. Point to purpose-built pages. Not the homepage. Send “Emergency Service” to a page that screams 24/7, service area, response time, and a click-to-call.
  4. Use call reporting and conversion tracking. Turn on Google forwarding numbers for ads and set a call conversion with a sensible duration (e.g., 60–90 seconds) to filter tire-kickers.
  5. Add UTM tags to sitelinks. utm_content=sitelink_emergency, etc., so you can see which link drives calls and bookings in GA4/CRM.

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