What a good Google Ads landing page looks like

Someone searched for a garage door repair at seven in the morning, with the car stuck inside. The ad said "Same-day garage door repairs". The page it opened on said exactly that, with a phone number right under it.

They rang before they’d read the rest.

That is what a good landing page does.

A landing page is the page someone arrives on after clicking an ad. A good one carries on from the ad, works on a phone, and makes the next step obvious, so the person who clicked can do what they came to do. When the page is right, the rest of the campaign has something to work with.

What a good landing page has in common

• It carries on from the ad.
• It works on a phone first.
• The next step is obvious.
• It does one job.
• What happens on it gets counted.

Carrying on from the ad

An ad makes a small promise, and the click is someone taking it up. A good landing page picks up from there.

The heading says what the ad said, in close to the same words, and the first thing on the page is the thing the person searched for. Nobody has to go looking for it. This is often where the most is lost, which is why the ad and the page are read together.

Reading an ad, then the page it leads to, is the quickest check.

Built for a phone

A lot of people clicking Google Ads are on a phone, often with one hand and not much time.

A page that works well on a phone loads quickly, reads easily without zooming, and keeps the important parts near the top. Buttons are big enough to tap, and forms are short enough to finish on a small screen.

Opening your own page on your phone, away from wifi, shows what those visitors see.

An obvious next step

Every landing page is there to lead to something: a call, an enquiry, a booking or a sale.

On a strong page, that next step is clear from the moment the page opens and easy to find again further down. It’s worded in plain terms, and it’s the same step the ad was pointing towards.

Asking someone who hasn’t seen the page what they’d do next usually settles it in a few seconds.

One page, one job

A home page has to speak to everyone. A landing page only has to speak to the person who clicked one particular ad.

The best landing pages stay focused on that. One service or product, one kind of customer, one next step. Everything on the page helps that person decide. Small details matter too, like a proper business email address.

A good sign is being able to say what the page is for in one sentence.

Counted when it works

A page can do everything right and still look like it isn’t working, if the enquiries and sales it brings in aren’t being counted.

In a healthy account, each call, form and purchase from the page is recorded, so the campaign knows which clicks led somewhere. It’s what lets the account learn from the right results.

Sending a test enquiry through the page, then checking it shows up in the account, is a simple way to confirm it.

Where to start

Read one of your ads, then open the page it leads to on your phone and go through it as a customer would, all the way to the enquiry or sale. Most of what the page is doing well, and what it isn’t, shows up along the way.

That’s also where a review starts.

If you’d like us to look at yours, request a review, or read more about Landing pages.