● The short answer
A good ad landing page matches the promise in the ad, loads fast on a phone, focuses on one offer and one action, shows proof like reviews, and makes the next step (call, form or booking) obvious. It usually beats sending ad traffic to your homepage. Google also rates landing page experience as one of the three components of Quality Score.
Key takeaways
- A landing page should match the ad and search, and focus on one offer and one action.
- Landing page experience is one of the three components of Google Ads Quality Score.
- Fast mobile loading, short forms and a tappable phone number are basic requirements.
What a landing page is for
A landing page is the page someone reaches after clicking an ad. Its only job is to turn that click into the action you are paying for. That makes it different from a homepage, which serves many audiences at once. Someone who searched "emergency furnace repair Milwaukee" and clicked your ad wants to know three things in a few seconds: can you fix it, can you come soon, and how do I reach you.
Google's Quality Score includes landing page experience as one of three components, alongside expected click-through rate and ad relevance. Google describes it as how relevant and useful your page is to people who click your ad. See Quality Score.
The how is where we come in.
What we walk through with you, for your business:
- The checklist
- Common mistakes
- Testing and improving
- Our take
Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.
Talk to usMore questions
Should my ads go to my homepage?
Usually not. A homepage speaks to everyone, so visitors from a specific ad have to search for what they wanted. A page focused on the service or offer in the ad converts better in most cases. The exception is a branded search, where someone looking for your business by name may be well served by the homepage.
How long should a landing page be?
Long enough to answer the questions someone needs answered before acting, and no longer. Urgent services can work with a short page and a big call button. Higher-consideration purchases, like a remodel or B2B service, often need more detail, proof and FAQs. Put the call to action near the top either way.
Sources
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