Potential customers quickly click on your
Google Ads
– but just as quickly they click back to the search results.

  • Why is landing page optimization indispensable?
  • How can you convince visitors to your website of your offer in a split second?
  • Do you even need a separate Google Ads landing page?

We answer these and other questions in the Google Ads Landing Page Optimization Guide.

How to optimize your Google Ads landing page

What is a landing page?

A landing page (also landing page) is a website to which a potential customer is directed via an external link, i.e. most of the time a search engine, a social media post or an advertisement.

The website is used to encourage the user to perform a targeted action (conversion), which the website operator defines in advance. Goals may include: selling products, generating leads, distributing content, or redirecting visitors to another site.


Why is landing page optimization important?

If you find that your customers aren’t getting past the first page, it’s time to reevaluate your landing page. Landing page quality refers to the quality of the experience a customer has on your website. The easier it is for customers to find their way to the shopping cart or inquiry form, the more likely they are to complete a purchase or submit a form.

In addition, the quality of your landing page also affects ad ranking position, quality score, and overall cost. So, if your landing page causes users to leave it again and again without making a purchase, this may result in your ads being displayed less frequently or not at all.

Here’s how optimizing your landing page can impact ad performance and overall budget

  • Lower bounce rate

The better your landing page is tailored to a specific audience, the less likely users are to click away or bounce immediately. By directing visitors to a targeted landing page instead of a generic page, you can improve your conversion rate and lower your cost per click (CPC).

  • Improved ad position

Google notices when visitors find your landing page more relevant than others. The more useful information and better experience your website offers, the more likely your ad will appear in a higher position.

  • Improved quality factor

The relevance of the landing page plays a big role in calculating the quality factor of Google Ads. The more relevant your landing page is for your chosen keywords, the higher your quality factor will be. If you improve your quality factor, your ads will rank better and you will pay less per click on your ads.

In other words, relevant landing pages save advertising budget.

  • Increased sharing and higher authority

If you provide relevant and interesting content on your landing page, your website visitors are more likely to share your page with others. This leads to greater reach and brand awareness for you, and it’s completely free.

Best practices for landing page optimization

Basically, all users want landing pages that meet the following requirements.

The landing page should be relevant

The website visitors click on should be useful and correspond to what they are looking for. If this is not the case, they are more likely to leave the site to visit a more relevant page.


If a landing page is poorly designed or lacks explanations about products or services, it signals to users that the brand or website may not be entirely honest or credible.


Users should not have to click through many links to find what they are looking for. A landing page should be simple and clear – this also applies to mobile use on devices.


A landing page should be consistent and accessible, regardless of the platform. If there are problems, such as slow page load time, this can cause visitors to leave the site prematurely.

  • Send users to a relevant landing page

Make the landing page relevant

landingpage 1

Instead of sending users to a generic home page, direct them to a customized home page so they don’t have to click around to find the content they want. This not only prevents customers from leaving the site before they find what they are looking for, but also signals to Google that the site is the best choice for users. Keywords are relevant that consumers are searching for.

Match the keywords in your ads with your landing page

Use the same keywords for your ads and landing pages. This ensures that your content is relevant and provides a consistent experience for your website visitors. the keywords consumers are searching for are relevant.

Match the call to action in your ads to your landing page

Your call to action is a prompt that encourages your users to take a specific action. Popular calls to action include “Buy,” “Act Now,” and “Sign Up.” Use the same call to action in your ads and on your landing page to reinforce your message.

Make sure every element on your page supports your end goal

For example, if your goal is to sell black dresses on your website, your landing page should not suggest users to also look at men’s shoes or baby clothes. Focus on your goal to keep users engaged and on the path to conversion.

Use the same value proposition on your landing page

This also has to do with the trustworthiness of your website. If you offer free delivery in your ad, free delivery should also be highlighted on your landing page.

Make sure your call to action and value proposition stand out

As for the design, include a little more white space around your call to action and value proposition. This way they stand out better and attract the attention of your visitors.

Highlight your unique features

Make it clear what your product is and why customers should buy your product from you and not the competition. Do not use the same text that you have already used on another landing page.

Align your language with your target audience

Make sure the tone of your landing page appeals to your target audience. For example, if you are selling yoga clothing or mats, you should use a calm and gentle tone

Use ad groups to narrow your focus

Combine ads for similar offers or products in the same ad group. Ad groups help you organize your campaigns more effectively and ensure that your ads are relevant to the keywords consumers are searching for.

  • Transparent and comprehensible

Make the landing page trustworthy

landingpage 2

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

Use a clear and concise design

Make sure your layout is simple and clear and not distracting. A professional design shows that your company is serious and invested in its own success.

Provide your contact information and make it easy to find

It is important that your customers know how to contact you in the event of a problem. This shows that your company is willing to communicate with its customers and offer them support.

Pay attention to correct legal spelling and grammar

Spelling errors and unnatural language are the first signs that a site might be a scam. Make sure your text is fluid and error-free.

When you ask your users for information, clearly state why and what for

If you ask customers to fill out forms to provide additional information or submit an email address before they enter your site, explain why you need that information. Users are naturally hesitant to provide personal information, so explain to them beforehand why this is necessary to build trust.

Prominently display customer reviews or testimonials

Displaying product reviews or testimonials from customers helps you build trust. Don’t change or delete reviews to put your brand in a more positive light.

Offer more options for interaction

Not all customers are ready to buy something immediately when they click on your ad. Offer a second call to action at the bottom of your page that provides more information but doesn’t necessarily require a firm commitment. This creates trust and keeps users on your website.

Do not use pop-ups

When users click on your ad, they expect to be taken directly to your landing page. Pop-ups can annoy or scare off potential customers if they ask for too much information too soon.

Display any certifications or brand associations in a prominent location

If your company has any special certifications, awards, or reputable partnerships, you should clearly display them on your landing page. This increases the credibility of your website and makes customers feel more comfortable making a purchase or disclosing personal information.

  • Simple and clear

Make your landing page easy to navigate.

landingpage 3

The most important rule for landing page best practices is to give customers what they want. Make sure your customers can easily navigate through the options.

Use lists or bullet points

Lists and bullet points help organize your content and make it easier to digest. This provides a better experience for your website visitors, especially those on their mobile devices.

Get straight to the point

Refrain from long, complex introductions. Get to the point and give your customers the information they are looking for right away.

Make the buttons for your call-to-actions large enough

If your call-to-action buttons are too small, your visitors won’t be able to see them. Consider enlarging the buttons to make them more visible and eye-catching.

Make sure your page and/or content can be easily shared

Your landing page should have social media buttons at the top, and any images or videos should be easy to share as well.

  • Consistent and fast

Make the landing page reliable

Your page load time plays a big role in ensuring a good user experience. When a page takes too long to load, users often get frustrated and leave, signaling to Google that your site is not the best option. Use PageSpeed Insights to determine if your site is up to par.

Provide a consistent user experience

You should provide the same brand experience to all your customers, whether they visit your website via a tablet, desktop, or mobile device. To achieve this, you should either create a mobile optimized landing page for your mobile ads or design your website to be mobile responsive.

Avoid Flash or too much JavaScript

Certain features such as flashing ads or pop-ups are often difficult for our crawlers to read and can lead the Google Ads system to believe that your page does not offer relevant content. They can also slow down the page loading time.

Keep your landing page consistent with your brand

Users expect a seamless experience. If your landing page doesn’t match your brand, consumers may have doubts about the seriousness of your business.

Optimize all images on your landing page

The number of images you use affects the load time of your page. Make sure the images on your landing page are relevant and not too big.

Use natural sounding texts that are inviting

Your landing page is the equivalent of talking to a salesperson in person. Use a welcoming tone to build rapport with your customers.

Quality Factor is a diagnostic tool that helps you find out how your ad quality compares to other advertisers.

It is calculated at keyword level and presented using a scale from 1 to 10. A high quality factor means that your ad and landing page are more relevant and helpful to users searching for your keyword than those of other advertisers.

With the help of the quality factor, you can find out which aspects of your ads, landing pages or keywords need optimization.

Quality factor calculation

The performance of three components is used for the quality factor:

  1. Likely Click-through Rate (CTR): This value indicates how likely it is that your ad will be clicked by users who see it.
  2. Ad relevance: Here you can see how well your ad matches the user’s search query intent.
  3. User experience with the landing page: This value indicates how relevant and helpful your landing page is to users who click on your ad.

Each component is assigned one of the following statuses: “Above Average”, “Average” or “Below Average”. This rating is based on a comparison with other advertisers whose ads were delivered for exactly the same keyword within the last 90 days.

How important is the Google Ads landing page quality factor?

The quality factor and its influence on ads is a central concept of Google Ads. In the beginning, the main task of the quality factor was to keep completely irrelevant or dubious ads and landing pages out of Google Ads.

Typical low quality websites were and are.

  • Malware pages, i.e. pages that install software after they are called up
  • Websites that serve the mere collection of information and data without offering any added value
  • Arbitrage pages such as MFA (Made for Adsense; pages created solely to place AdSense ads) or affiliate pages.
  • Websites created exclusively to display advertising

However, Google also names websites that are subject to particularly high quality requirements (Your Money Or Your Life Website)

  • Sites that request personal information, such as personal identification numbers, bank account numbers, driver’s license numbers, etc., that could be used for identity theft.
  • Pages that are used for money transactions and where users can provide their credit or bank account information, for example, any pages where you can buy something.
  • Pages containing medical or health information that could affect your physical well-being.
  • Pages that give advice on important life decisions, such as pages about parenting, buying a house, a car, etc.
  • Sites that offer advice on important life issues that could affect your future happiness and finances, such as sites offering legal or financial advice.

In these cases, you should pay extra attention to optimizing your Google Ads landing pages.

What to do if the quality factor of the Google Ads landing page is bad?

If the user experience with the landing page is below average or average, the following best practices might help:

  1. Make sure that users find exactly what they are looking for on the landing page.
  2. The advertising message should be consistent from the ad to the landing page. Make sure the page reflects the offer or call-to-action of the ad. Even if you don’t design your website yourself, it’s worth testing the existing pages to find the best possible landing pages.
  3. Create separate landing pages for your Google Ads ads when it makes sense.
  4. Often the conversion rate is a good indicator of the user experience with the landing page. This rate does not affect the status of your landing page, but it offers clues for analysis and optimization.
  5. Optimize your website for mobile devices. Ease of use is even more important on mobile websites than usual. With the mobile optimization test, you can understand how well your landing page works on mobile devices.
  6. Shorten the loading time. Bounce or buy – page load time can make all the difference.


Continually optimize the landing pages you use in your ad campaigns so you can provide a better experience for your visitors.

Working to minimize your bounce rate and improve your quality score will help you increase conversions.

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