If you’re running Google Ads and sending traffic to a generic homepage, you’re leaving conversions on the table. A dedicated, high-converting landing page is key to success. It’s what turns a click into a lead, a sign-up, or a sale.
Let’s break down what makes a landing page work and how you can optimize yours for better results.
Key Elements of a High-Converting Landing Page
1. A Single, Clear Call to Action
Every great landing page has one job. That job is defined by your call to action (CTA)—or better yet, your call to value (CTV). A CTA tells people what to do. A CTV tells them why it matters.
Instead of “Submit” or “Click Here,” use language that highlights the value behind the click. Think:
- “Book a Demo” → “See How It Works in 15 Minutes”
- “Download the Guide” → “Get Your Free 10-Step Optimization Checklist”
Make your CTA:
- Visibly placed above the fold
- Repeated throughout the page (without overdoing it)
- Framed in benefit-driven language that emphasizes the value of the action
Avoid distractions. No menus. No multiple offers. Just one clear CTV that aligns perfectly with the promise you made in the ad. When users know what they’re getting and why it’s worth it, they’re far more likely to convert.
2. Relevant, Focused Content
Your content needs to align with your ad copy, both in message and in tone. A disconnect between the ad and the landing page is one of the top reasons for high bounce rates and low conversion.
Here’s what that means in practice:
- Headline matches ad copy: If your ad says “Affordable Social Media Management,” your landing page headline should echo that.
- Benefits over features: People want to know what’s in it for them. List features, but lead with outcomes.
- Trust signals: Add testimonials, badges, or stats that validate your expertise.
3. Mobile-Friendly Design
Google Ads traffic is overwhelmingly mobile, especially in B2C and local service industries. If your landing page isn’t built for mobile, it’s built to fail.
Mobile best practices include:
- Fast load times (under 3 seconds)
- Tap-friendly buttons
- Clear, readable text with no pinch-and-zoom
Not sure if your landing page passes the mobile test? Open it on your phone right now. If it takes more than five seconds to find the CTA, you’ve got work to do.
Test, Optimize, Repeat
Landing page optimization isn’t a one-and-done task—it’s a cycle. Here’s how to make it work:
A/B Testing Basics:
- Test one element at a time. CTA text, headline, hero image, etc.
- Give it enough time/data to produce statistically significant results.
- Use tools like Google Ads, VWO, or Unbounce to set up experiments.
What to Test:
- CTA button color and text
- Headline variations
- Form length (sometimes fewer fields = more leads)
- Different offers (e.g., free consultation vs. downloadable guide)
Key Metrics to Watch:
- Conversion rate: Are users taking the desired action?
- Bounce rate: Are they leaving immediately?
- Time on page: Are they engaging with the content?
Use heatmaps and session recordings (Hotjar or Microsoft Clarity) to identify where people drop off or get stuck.
Your Landing Page Should Match Your Campaign Strategy
Remember: the goal of a landing page is not to educate your audience on everything you do. It’s to convert based on the promise of your ad.
Your Google Ads landing page should be laser-focused on a single offer, a single CTA, and a single conversion path. Keep it tight. Keep it targeted.
Need help building or optimizing landing pages that convert? Schedule a call with Bear Fox Marketing; we’ll help you turn traffic into results.
FAQs
What’s the difference between a landing page and a website page?
A landing page is designed for a specific campaign or offer, often with no navigation, one CTA, and minimal distractions. Website pages serve broader informational or navigational purposes.
How many landing pages should I have for my Google Ads campaigns?
As many as needed to match your different ad groups and offers. Ideally, each major campaign or keyword group should have its own landing page.
Do landing pages affect Google Ads Quality Score?
Yes. Relevant, fast-loading, mobile-optimized landing pages with strong UX can improve your Quality Score, which reduces your CPC.
How long should my landing page be?
It depends on your offer. Simpler offers (like a discount code) need short pages. High-ticket items or services may require longer pages with more trust-building content.
Can I use my homepage as a landing page?
You can—but you probably shouldn’t. Homepages are built for exploration, not conversions. A focused landing page will almost always outperform it in a PPC campaign.