10 Google Ads Landing Page Best Practices

Want to create a high-converting Google Ads landing page? Check out these 10 best practices to get started.

Creating a high-converting landing page is essential to any successful Google Ads campaign. But with so many different factors to consider, it can be difficult to know where to start.

To help you create the best possible landing pages for your Google Ads campaigns, we’ve put together a list of 10 landing page best practices. By following these best practices, you can be sure that your landing pages are optimized for conversion and that your Google Ads campaigns are as successful as possible.

1. Keep your landing page simple

When a user clicks on your ad, they are taken to your landing page where they will make the decision to either stay and convert or leave. If your landing page is too complicated, with too much text, too many images, or too many options, users will get overwhelmed and are more likely to leave without converting.

Instead, keep your landing pages simple and focused on one thing – conversion. Include only the most important information and use clear and concise language. And, of course, always include a strong call-to-action so users know what you want them to do.

2. Make sure it loads quickly

Users have become accustomed to pages loading almost instantaneously, and if your landing page doesn’t meet that expectation, they’re likely to click back to the search results and find a different result. Not only does this mean you’ve lost a potential customer, but it also hurts your quality score, which in turn raises your costs per click.

There are a few things you can do to ensure your landing page loads quickly, including optimizing your images, using a content delivery network, and minifying your code.

3. Use a clear, compelling call-to-action (CTA) button

Your CTA button is the final step in your prospects’ journey through your landing page, so it’s important to make sure it’s effective. An effective CTA button will:

Be clear and concise – The text on your CTA button should be clear and to the point, telling your prospects exactly what you want them to do.

Stand out – Your CTA button should stand out from the rest of your landing page, so use a color that contrasts with the rest of your page.

Be placed prominently – Your CTA button should be placed prominently on your landing page, so prospects can’t miss it.

Google Ads offers a number of features that can help you create an effective CTA button, including custom colors, fonts, and placement.

4. Include relevant images or videos

The first thing that prospects see when they arrive on your landing page is the image or video. And if that image or video isn’t relevant to what they’re looking for, you’ve just lost them.

That’s why it’s so important to make sure that the image or video on your Google Ads landing page is relevant to the ad that they clicked on. If you can do that, you’ll be much more likely to keep their attention and get them to convert.

5. Show social proof

When people visit your landing page, they want to know that they can trust you. They want to see that other people have had positive experiences with your product or service.

One of the best ways to show social proof is by including customer testimonials on your landing page. If you have any famous or well-known customers, be sure to mention them as well. You can also include customer logos, if you have permission.

If you don’t have any testimonials yet, consider using reviews from third-party sites, such as Google Reviews, Yelp, or Amazon.

6. Optimize for mobile

More than half of all web traffic now comes from mobile devices, and that number is only going to increase in the years to come. What’s more, people who use their smartphones to search for something are often looking for immediate results—they want to find what they’re looking for right away, without having to wade through a lot of irrelevant content.

That’s why it’s so important to make sure your Google Ads landing pages are optimized for mobile. That means using a responsive design that automatically adjusts to fit any screen size, making sure your text is easy to read on a small screen, and including clear calls to action that can be easily tapped on a mobile device.

Following these best practices will help you make sure your Google Ads campaigns are successful, no matter how people are searching.

7. Remove navigation

The purpose of a landing page is to get the visitor to take a specific action, such as filling out a form or making a purchase. If you include navigation on the page, it gives the visitor the opportunity to leave the page without taking the desired action.

By removing navigation, you’re forcing the visitor to stay on the page and increasing the chances that they’ll take the desired action. This is a simple change that can have a big impact on your conversion rate.

8. Match the ad’s messaging and design

When a potential customer clicks on your ad, they have a certain expectation of what they’re going to see on the landing page. If the messaging and design of the landing page doesn’t match the ad, you risk confusing the customer and losing the conversion.

To avoid this, make sure that the headline, copy, images, and overall design of the landing page all match the ad. This will create a seamless experience for the customer and increase the chances of converting them into a paying customer.

9. Test different versions of your landing page

Conversion rates can vary significantly from one version of a landing page to another. By testing different versions of your landing page, you can find the version that converts at the highest rate and use that as your primary landing page.

Not sure how to get started? Google provides a tool called Content Experiments that makes it easy to test different versions of your landing page. All you need is a Google Analytics account.

10. A/B test your landing pages to improve performance

When you A/B test your landing pages, you’re essentially creating two (or more) versions of a page to see which performs better. This is done by changing one element at a time and then measuring the results to see which version converts better.

A/B testing is important because it allows you to improve your conversion rate by making small, incremental changes to your landing pages. Over time, these small improvements can add up to big results.

To get started with A/B testing, create two versions of your landing page and then use Google Analytics to track which version performs better.


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