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Why are landing pages so important for Google ads?

Are you using Google Ads to drive traffic to your website? If so, you probably know that getting people to click on your ad is only half the battle. Once they arrive on your website, you need to make sure they have a good experience and take the desired action, whether that’s making a purchase, filling out a lead form, or subscribing to your email list. You’ll have maybe heard the phrase, “you can lead a horse to water, but you can’t make it drink”… That’s where landing pages come in – making the horse drink!

Let’s start at the beginning: what is a landing page? It’s a standalone web page that’s designed specifically to convert visitors into leads or customers. Unlike your website’s homepage or other pages, landing pages have one specific goal and a clear call-to-action (CTA). They’re designed to eliminate distractions and guide the visitor toward the desired action.

The landing page is often used as a destination URL for a Google Ads campaign, which means that when a user clicks on the ad, they are taken directly to the landing page rather than the advertiser’s homepage. This approach has been shown to improve the conversion rate of ads by reducing the bounce rate and making it easier for visitors to take the desired action.


google ads landing page example of structure


Overall, landing pages are an essential tool in any successful Google Ads strategy. They help improve the user experience, increase the likelihood of conversion, and provide valuable data and insights for optimizing future campaigns.


Why are landing pages important for Google Ads?

1. They improve your quality score

If you’ve ever attended a Google ads training session with Digital 24, you’ll know we like to rattle on about the importance of your quality score quite a bit! Your Quality Score is Google’s measure of the relevance and usefulness of your ad and landing page to the user’s search query. The higher your Quality Score, the lower your cost-per-click (CPC) and the better your ad position.

Having a high-quality landing page that’s relevant to the user’s search query can help improve your Quality Score. This, in turn, can help lower your CPC and improve your ad position. Ultimately, it helps make great performance cheaper and easier!

(Quick tip, if you want to find out how to check your quality score, read our blog on Google ads metrics here)


2. They help you track your campaign’s performance more accurately

By directing visitors to a unique landing page, you can see exactly how many people clicked on your ad and took the desired action. This data can then be used to optimise your campaign and improve your ROI.

For example, if you’re running a campaign to promote a new product, you can create a landing page specifically for that product. By tracking how many people click on your ad and then visit the landing page, you can see how effective your ad is at driving traffic to the page. You can also see how many people complete the desired action (such as making a purchase or filling out a lead form), which can help you calculate your conversion rate and ROI.


3. They improve the user experience (“UX”)

When someone clicks on your ad, they’re expecting to find information that’s relevant to their search query. If they land on your homepage or another generic page, they may get frustrated and leave. But if they land on a page that’s tailored to their needs and offers them something of value, they’re more likely to stick around and convert.

By using landing pages that are tailored to the user’s needs and offer them something of value, you can improve the user experience and increase the likelihood of conversion. For example, if someone is searching for “best running shoes for women,” you can create a landing page that showcases your top-selling women’s running shoes and includes detailed information about each one. This can help the visitor find the perfect pair of shoes and increase the likelihood of a sale.


What makes a good landing page?

Keep it simple and focused

Don’t overwhelm the visitor with too much information or too many options. Keep the page focused on the desired action and eliminate any distractions. For example, if you want the visitor to fill out a lead form, don’t include a lot of other links or options that could take them away from the page. Below is an example of a Google ads landing page from Babbel. They have  taken clarity to the next level, only including a clear description of what they offer and two options: going forward as a beginner or an advanced learner. No distractions!


babbel landing page for google ads


Use a clear and compelling headline

Your headline should grab the visitor’s attention and clearly communicate the value proposition. For example, if you’re offering a free trial of your software, your headline could be “Get a Free Trial of Our Powerful Software Today!” Below, you can see Cash For Cars NI’s landing page which is clear in it’s offer to users – if they enter their registration they’ll receive a free valuation. Also note, they’ve kept this right at the top of the page so users don’t have to scroll to convert!


cash for cars ni landing page



Include a strong CTA

Your call-to-action (CTA) should be clear, concise, and compelling. Use action-oriented language that encourages the visitor to take the desired action. For example, if you want them to make a purchase, your CTA could be “Buy Now and Save 20%!”


shopify landing page for google ads


Provide value and benefits

Your landing page should clearly communicate the value and benefits of your product or service. Explain how it can solve the visitor’s problem or meet their needs. Use testimonials, case studies, or other social proof to demonstrate the effectiveness of your product or service.

pact coffee google ads landing page


Use visuals to support your message

Visuals such as images, videos, or infographics can help support your message and make the landing page more engaging. Use high-quality visuals that are relevant to the visitor’s needs and showcase the benefits of your product or service.


leadpages google ads landing page


Keep forms simple and easy to fill out

If your landing page includes a form, make sure it’s simple and easy to fill out. Don’t ask for too much information, as this can be overwhelming and discourage the visitor from completing the form. Only ask for the information that’s necessary to follow up with the lead or complete the transaction.


active campaign google ads landing page


Make sure it’s mobile-friendly

More and more people are using their mobile devices to browse the web and make purchases. Make sure your landing page is optimised for mobile devices and is easy to navigate and interact with on a small screen. If you want to check the mobile friendliness of  your landing page, we recommend using Google Lighthouse.


mailchimp google ads landing page on mobile



Landing pages are a crucial part of any Google Ads strategy. They help improve your Quality Score, track your campaign’s performance more accurately, and improve the user experience. By creating landing pages that are simple, focused, and tailored to the user’s needs, you can increase the likelihood of conversion and improve your ROI.

Remember to keep your landing pages optimised for SEO as well, by using relevant keywords in your headlines and content, and ensuring your page loads quickly. With a well-crafted landing page, you can take your Google Ads strategy to the next level and achieve your business goals.

Picture of Meghan Semple

Meghan Semple

I'm Digital 24's Performance Marketing Director. My bread and butter's in advertising on channels like Facebook and Google as well as others like TikTok, Pinterest and LinkedIn... However, I'm quite a data-driven person and love chatting all-things tracking, analytics and even some SEO!