Skip to content

Best practices for paid landing pages.

Google Ads are a great way for businesses to get quick exposure, and along with Facebook, LinkedIn and Display Ads should form a big part of your online marketing strategy.

However, having an eye-catching ad is only effective if the landing page they click through to is personalised and relevant to the initial search.

Your chosen landing page needs to be relevant to the keyword search, simple to navigate, and speak to a specific need or want. If done correctly this can reduce your cost-per-click and increase your Quality Score in Google Ads.

Your ad Quality Score is a ranking out of 10, based on the quality of your ads, keywords, and landing page. According to Google, higher quality ads can lead to a lower cost-per-click and better ad positions. To achieve a higher Quality Score, focus on creating landing pages with messages that match the keyword in your ad.

For example, you’re an orthopaedic surgeon that offers various orthopaedic procedures and a potential customer searches for “bunion removal.” Creating a landing page that is specific to bunion removals would be much more relevant than linking to a page that talks broadly about all foot and ankle surgery offered by the practice.

Once your landing page content has proven effective, it’s time to move on to the various formats of the page itself. For example, if you find that most of your traffic comes from mobile, why not create a shortened version of the paid landing page for all mobile visitors. Or add a pinned CTA once a visitor has scrolled to the 50% mark of the page to make signing up easier on a long-scroll page.

The goal of Google Ads is to increase your leads to get more customers. A higher conversion of Google Ads means lower spend to achieve the right number of converted leads. So, if your visitor was enticed to click through to your website, send them to a landing page which makes them feel like they have made the right decision.