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Landing page optimisations & best practices

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Landing page optimisations & best practices

Key take-aways

The page you send customers to after clicking your ad, commonly referred to as a landing page, can have a huge impact on your advertising effectiveness and budget. By following a few landing page best practices, you could see your ad bid prices drop, users spending more time on your site, and hopefully, more overall sales or leads generated. The Google Ads system evaluates landing pages on a regular basis and updates its assessment accordingly. Start optimising your landing page with these best practices and see improvements in no time.

1. Why is Landing Page Optimisation Important?

2. Landing Page Optimisation Best Practices

3. Make the Landing Page Relevant

4. Make the Landing Page Trustworthy

5. Make the Landing Page easy to Navigate

6. Make the Landing Page Reliable

What is Google Ads?

Google Ads, formerly known as Google AdWords, is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

Try Google Ads now

Send the user to a tailored landing page, rather than a homepage, so they don’t have to click around to find the content they are looking for.

1. Why is landing page optimisation important?

If you find that your customers aren’t moving past the first page, then it’s time to re-evaluate your landing page. Your landing page experience refers to the quality of the experience that a customer has while they are on your website. The easier it is for customers to find their way to the shopping basket, the more likely they’ll complete a purchase.

In addition, your landing page experience also affects ad rank position, Quality Score, and overall cost. So if your landing page is causing users to consistently leave without making a purchase, this may cause your ads to show less often, or even not at all.

Here's how your landing page optimisations can affect ad performance and overall budget:

Decreased Bounce Rate

The better tailored that your landing page is to a specific audience, the less likely they will be to click away, or bounce immediately. If you drive traffic to a general landing page instead a more relevant one, then you're going to end up paying more for clicks and receive fewer conversions.

Improved Ad Position

Google notices when people find your landing page more relevant than others. The longer that people stay on your page or website after clicking your ad, the more likely your ad will show in a higher position and ultimately gain more traffic.

Improved Quality Score

Landing page relevance plays a large part in how Google Ads calculates your Quality Score. The more relevant your landing page is to your chosen keywords, the higher your Quality Score will be. Improve your Quality Score to get your ads ranked higher and the less you’ll need to pay per click.

Increased Links & Authority

The more relevant and interesting content that your landing page provides, the more probable it is that people will share it with others, hence, increasing your web traffic without you paying for clicks.

Take advantage of the data that Google provides and start testing and adopting the following landing page best practices.

What is Google Ads Quality Score?

It is a score Google Ads provides as an indicator of how healthy an ad and keyword selection is and it partly goes towards determining the position of your ad.

2. Landing page optimisation best practices

At Google, we’re focused on delivering the best possible results to users. Customers want a landing page that is:


The web page that they click in to should be useful and applicable to what they’re looking for. If not, they’re more likely to leave your website for a more relevant one.


If a landing page is poorly designed or lacks product or service explanations, this sends a signal to users that the brand or website may not be completely honest or credible.


Users shouldn’t have to click through a million links to find what they’re looking for. A landing page should be simple and straightforward – this includes the mobile experience on devices.


Your landing page should be consistent and accessible, no matter the platform. Issues such as a slow page load time can make people impatient, often causing them to click away prematurely.

Let’s take a deeper look into each of these pillars and what may need improving on your landing page.

3. Make the landing page relevant

Send users to a relevant landing page

Instead of sending users to a generic home page, direct them to a tailored home page so that they don’t have to click around to find the content that they’re looking for. Not only does this prevent customers from dropping off before they find what they’re looking for, but it also signals to Google that the page is the best choice for users.

Use similar keywords on your landing page

Use similar keywords on your landing page to those in your ad campaign. This helps ensure that the content is relevant and displays a unified experience to the customer.

Use the same call to action

Your call to action is ultimately what you’d like users to do. "Buy", "Act now" and "Sign up", are all very strong and simple call to actions.Use the same wording on your landing page as you do in your ads.

Ensure that every element on your page supports your ultimate goal

As an example, if your goal is to sell black dresses on your website, then your landing page should not suggest that users also view men’s shoes or baby clothes. Stay focused on your goal to keep users engaged and on the path to conversion.

Use the same value proposition on your landing page

This also ties into the trustworthiness of your website. If you’re offering free delivery in your ad, then your landing page should also highlight free delivery.

Make your call to action and value proposition stand out

In terms of design, allow for a little extra white space around your call to action, or CTA and value proposition in order to make them really pop and hold onto users attention to drive action.

Show off your unique features

Be clear about what your product and its advantage is and why customers should purchase it from you over your competitors. Don’t cut and paste your copy from another product or category page.

Gear your language toward your audience

It’s important that the tone of your landing page copy resonates with the audience. For example, if you’re selling yoga clothes or mats, reflect a more peaceful and mellow tone.

Use ad groups to narrow your focus

You may have a few related offers or products that can be grouped in the same campaign, within an ad group, to help drive a more specific sales agenda.

What is Ad Conversion?

An Ad Conversion occurs when a customer clicks or interacts with your ad that directly leads to a behavior that's valuable to you, such as a purchase, newsletter sign-up, phone call, or download.

4. Make the landing page trustworthy

Be upfront about what you’re offering, additional fees and all

Your landing page is the first impression that a customer has of your business. It’s important that you come across as honest and transparent by providing clear and comprehensive information upfront, even when it comes to factors that may potentially drive customers away, such as additional fees.

Include your contact information and make it easy to find

It’s important that if your customers have a problem, they know how to contact you for help. This shows that your business is willing to communicate and offer customer support.

Make sure that your copy is grammatically correct

Spelling errors and unnatural language are the first signs that a page might be a scam. Ensure that your copy flows naturally and is error free.

If asking for customer information, be clear about why

If you’re asking customers to fill in forms to provide additional information or to submit an email address before entering your page, clarify why you need this information. Users are naturally hesitant about offering personal information so tell them why it’s necessary beforehand to build a better sense of trust.

Prominently display customer reviews or testimonials

Knowing that other users are pleased with their purchase helps to build authority, so always display them. Never alter or delete reviews just because they may not be perfect.

Provide a safety net

Not all customers are ready to purchase as soon as they click your ad. Provide a secondary call to action at the bottom of your page that may offer more information, but doesn’t necessarily require a firm commitment. This builds confidence, while keeping users on your website rather than leaving to find additional information.

Don’t use pop-ups

When users click on your ad, they expect to be taken directly to your landing page. Pop-ups may annoy or scare away potential customers by asking for too much information, too early on.

Verify any facts or claims and don’t exaggerate

Only boast “free one-day shipping” or the “largest selection of sneakers online” on your website if it’s true. It’s often tempting to exaggerate, however, this can lead to negative reviews or worse, if your business can’t deliver.

Provide a link to your terms and conditions or privacy statement

This helps to quell fears of email abuse or false promises and adds transparency to your business objectives. These links should be easily accessible in case of questions.

Display any certifications or brand associations prominently

If your company has any specialty certifications, awards or reputable affiliations, make this clear on your landing page. This helps to improve the credibility of your website and makes customers feel more comfortable making a purchase or releasing personal information.

Use a clean and concise design

Make sure that your layout is simple, clear and not distracting. A professional design indicates that your business is legitimate and investing in its own success.

What is an ad group?

An ad group contains one or more ads which target a shared set of keywords and can be used to optimise your paid media marketing campaign.

Read this advertising guide to learn about ad groups, keywords, and more.

Learn more

5. Make the landing page easy to navigate

Make your landing page easy to navigate

The number one rule for landing page best practices is giving customers what they want. Make sure that it’s easy for your customers to navigate their options.

Use lists or bullet points

Lists and bullet points help to make the most pertinent information obvious, which will help lead to more conversions. This is especially true when considering mobile landing pages, as bullet points are more easily digestible.

Get straight to the point

Rather than long, complex introductory paragraphs, get to the point and give your customers the information that they’re looking for immediately.

Use oversized buttons

You’ve made your call to action clear and users knows what they want. However, do they know or where they can accomplish that goal? Oversized buttons can catch their eye and direct them to complete the action.

Make your page and/or content easily shareable

Your landing page should have social media buttons displayed at the top, and all images or videos should also be easily shared.

Tools to test your website

Google Test My Site tool lets you test your website in a matter of seconds, to see how well it works on mobile devices and receive recommendations for improving website performance.

Learn More

6. Make the landing page reliable

Make your landing page load as quickly as possible

Your page load time plays a big role in ensuring a good user experience. If a page takes too long to load, users will often get frustrated and leave the page, indicating to Google that your page isn’t the best option. Use PageSpeed Insights to determine whether or not your page is up to par.

Provide a consistent experience

Whether on a tablet, desktop or mobile device, customers expect to find the same brand experience on all your landing pages. Ensure you’re either using a mobile version of mobile ad landing page or that your website has a responsive design, where the page will automatically adjusts to the screen size.

Avoid excessive Flash or JavaScript

Certain features like flashing ads or pop ups are often hard for our crawlers to read and may make the Google Ads system think that your page doesn’t offer relevant content. These can also slow down page load time.

Keep your landing page consistent with your brand

Users expect a seamless experience, and delivering a landing page that does not fall in line with brand standards indicates an unreliable business.

Optimise any images used

Images can often be the main cause for slow page load time. Ensure any images on your landing page are both relevant and aren’t so large that they affect your load time.

Use natural-sounding copy that is welcoming and encouraging

Your landing page is the equivalent to a face-to-face sales person. Customers should feel welcomed and encouraged to buy your products.


Any page on your website can be used as a landing page. While your ad campaign landing pages should be the focus of your landing page optimisations, you should aim to optimise your core web pages. Consistently check and minimise your bounce rate, improve your quality score and towards increasing conversions.

These tips and strategies are suggestions only and do not guarantee any specific results

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