Imagine paying for clicks on your Google Ads only to have visitors land on a generic homepage and bounce within seconds. Frustrating, right? You're not alone. The difference between clicks that convert and those that don't often comes down to one thing: a well-designed, high-performing landing page.
In this guide, you'll discover 5 practical steps to build good landing pages for Google Ads that turn traffic into valuable leads. We'll cover everything from choosing the right tools to crafting content that speaks directly to your audience—helping you get the most out of every ad dollar you spend.
Why Do You Need a Landing Page for Google Ads?
When running a Google Ads campaign, sending users to your homepage might seem like the easiest option—but it's rarely the best. While a homepage gives a broad overview of your business, it often fails to match the intent behind your ad. Visitors arrive looking for something specific, and if they don't find it immediately, they'll likely leave.
Issues with Linking Ads to the Homepage
A homepage is built to showcase everything your business offers, but that could also be why it doesn't work for Google Ads. Here's why:
Too much information: Homepages are often cluttered, leaving visitors unsure where to focus.
No clear call to action: Without a direct next step, users might browse, but they're less likely to convert.
Lower conversion rates: The lack of a specific message can cause visitors to leave without engaging.
Benefits of a Dedicated Google Ads Landing Page
A landing page, on the other hand, is designed with a singular goal: to convert your visitors. Here's why a landing page makes a huge difference:
Extension of Ad Experience: A well-designed landing page serves as a natural continuation of the ad, providing consistency that guides visitors smoothly toward taking action.
Personalized experience: By tailoring the landing page to your ad, you meet the user's expectations from the start.
Higher conversion rates: Targeted messaging and a clear call-to-action lead to more successful outcomes.
Impact on Google Ads Quality Score
A dedicated landing page doesn't just improve user experience—it boosts your Google Ads performance. Google's Quality Score measures how relevant and useful your ad is, and a high score can lower your cost-per-click. Here's how landing pages help:
Better relevance: Matching your landing page content to your ad increases relevance, which improves your Quality Score.
Improved user experience: Pages that load quickly and deliver what users are looking for contribute to a higher score.
Lower costs: A higher Quality Score means lower costs for the same ad position, making your campaign more cost-effective
The right landing page can dramatically boost your ad performance by providing a tailored experience for your visitors and improving your Quality Score. But how to build good landing pages for Google Ads?
Step 1: Choose Your Landing Page Builder
The first step to building a high-quality landing page for Google Ads is picking the right tool. Not all landing page builders are created equal, so it's crucial to find one that fits your needs—whether it's ease of use or customization options.
Essential Features: Editor, Hosting, Templates
When evaluating a landing page builder, you'll want to ensure it offers these essential features:
Drag-and-drop editor: Look for a builder with an intuitive editor that doesn't require coding skills. This will save you time and make it easy to create a polished page.
Built-in hosting: Having hosting included simplifies the process. You won't need to manage external hosting, and it reduces technical hurdles.
Templates: High-quality templates are a must, especially if you're short on design time. Choose a builder that offers a wide variety of customizable templates to fit your industry and campaign goals.
Importance of Ad Ranking and Marketing Tool Integration
A great landing page builder isn't just about the aesthetics—it needs to work behind the scenes too. Ad Ranking and marketing tool integration play a big role in ensuring your landing page is visible and effective.
Ad Rank optimization
Ensure the builder allows you to add meta descriptions, alt text, and other elements that improve your page's ranking. Better Ad Rank means your page is more likely to appear in search results, driving more traffic.
Marketing tool integration
It's crucial to connect your landing page with analytics platforms, email marketing software, and CRM tools. This seamless integration provides actionable insights, helping you optimize strategies, understand visitor behavior, and enhance future campaigns for better results.
Reviewing Popular Landing Page Builders
There are plenty of landing page builders out there, but here are some of the most popular options that align well with Google Ads campaigns:
Unbounce: Known for its A/B testing features and high-conversion templates, Unbounce offers excellent tools for creating tailored landing pages.
Instapage: This platform excels in customization and optimization, with built-in heatmaps to analyze user behavior.
Leadpages: Affordable and beginner-friendly, Leadpages provides a range of templates, along with integrations for marketing tools like Mailchimp and HubSpot.
In addition to the ones mentioned above, here are 7 Landing Page Builders (Ranked by Categories & Use Cases).
By choosing the right landing page builder, you set the foundation for a strong, conversion-focused page—making it easier to attract the right traffic and get better results from your Google Ads campaigns.
With your landing page builder in place, it's time to move on to the next step: Choosing a template that looks great and is also built for conversions.
Step 2: Select a Landing Page Template
Once you’ve selected your landing page builder, the next step is choosing a template that aligns with your campaign’s goals. Templates make the design process quicker and ensure your landing page is built to convert effectively.
Advantages of Using Templates
Why start from scratch when templates give you a head start? Templates come with pre-built structures that are designed to engage visitors and guide them toward taking action. Here are some key advantages:
Saves time: You don't need to design every element from scratch, allowing you to focus on content and strategy.
Proven layouts: Most templates are designed based on high-performing structures, so you're working with a format already optimized for user experience.
Easy A/B testing: Templates make it easy to create multiple versions of a page to test different elements and see what works best.
Customization Options
While templates give you a solid foundation, customization is key to making sure your landing page feels unique and aligns with your brand. Here's what you should look for in customization options:
Changeable layouts: A good landing page builder will let you modify the layout to fit your brand's style and message.
Adjustable color schemes and fonts: Consistency in your brand's colors and fonts helps build trust with your visitors.
Modifiable sections: You can personalize sections like the header, body, and footer to match your campaign's specific goals, making the page even more effective.
Industry-Specific Templates
Some builders offer templates specifically tailored to different industries. This can be a massive time-saver if you want a landing page that speaks directly to your audience. Whether you're running a campaign for E-commerce or Direct-to-Customer (D2C), these industry-specific templates come pre-loaded with elements proven to work in your niche.
For example, e-commerce templates often include product galleries, customer testimonials, and "buy now" buttons strategically placed to drive conversions. A fashion brand might use a template with sleek product carousels and a prominent checkout button to encourage purchases.
Choosing a suitable template ensures that your landing page is built for success from the start. Now, it's time to fill it with content that resonates with your visitors.
Step 3: Add Your Content
Now that you've selected the perfect template, it's time to fill it with content that speaks to your audience and drives action. High-converting landing pages aren't just about design; it's the content that convinces visitors to take the next step.
Crucial Elements: Headlines, Body Copy, Images
Every successful landing page starts with strong, compelling content. Here are the key elements to focus on:
Headlines: Your headline is the first thing visitors see, so it needs to grab their attention instantly. A good headline is clear, benefit-driven, and aligned with the promise of your Google Ads. For example, if your ad promotes a discount on your best-selling product, your headline should reinforce that, such as “Get 20% Off Your Favorite Products–Shop Now!”.
Body Copy: This is where you elaborate on the value you're offering. Keep it concise, avoid fluff, and focus on how your product or service solves a specific problem. Remember, visitors came to your landing page for a reason—make sure your copy speaks directly to that reason.
Images: Visual elements help reinforce your message and break up text, making your landing page more engaging. Whether it's product images or customer testimonials in visual form, ensure that your images are high quality and relevant to your offer.
Creating a Strong CTA
The Call-to-Action (CTA) is arguably the most important part of your landing page. It's the final push that turns a visitor into a customer. Here's how to make it count:
Be direct: Avoid vague CTAs like "Learn More." Instead, use specific action-oriented phrases like "Shop now," “Claim Your Discount,” or "Get Free Shipping Today".
Place it prominently: Make sure your CTA is visible without scrolling, and consider including it in multiple areas of the page, especially after product descriptions and customer reviews.
Use contrasting colors: Make your CTA button stand out by using a color that grabs attention and encourages quick action. This makes it easier for shoppers to take the next step, whether purchasing or adding items to the cart.
Consistency in Brand Voice and Ad Phrases
Your landing page should be a natural extension of your Google Ads. If someone clicks on your ad and lands on a page that feels disconnected or confusing, chances are they'll leave. Keep the language on your landing page aligned with what your ad promised, and stay true to your brand's voice. This consistency reassures visitors that they've landed in the right place and builds the trust needed to move them forward.
Focusing on these key elements will help you create a landing page that speaks to your audience and encourages them to take action.
Once your content is polished and ready, it's time to think about the technical side—starting with your domain name and hosting, which can have a larger impact on your campaign than you might think.
Step 4: Choose Your Domain Name and Host
Your landing page's content is ready, but where it lives and how visitors find it is just as important. Choosing the right domain name and hosting ensures your landing page is easy to access and leaves a lasting impression.
Importance of a Memorable Domain Name
The domain name is the address visitors will type in or click on to reach your landing page, so it needs to be simple, memorable, and aligned with your brand. Here are some tips for picking the right one:
Keep it short and relevant: Short domain names are easier to remember and less prone to typos. Make sure they reflect your brand or the specific campaign.
Use keywords: Incorporating relevant keywords, like your product, can boost your visibility. For example, if you're running a campaign on lab-grown diamonds, a domain like "LabDiamondsOffer.com" can immediately communicate value.
Avoid numbers and hyphens: These can be confusing and harder for visitors to remember, leading to lost traffic.
Effect on Click-Through Rates
Your domain name isn't just about aesthetics—it can also impact your click-through rates. A well-chosen domain name makes your landing page appear more professional and trustworthy, encouraging more people to click on your Google Ads. The more visitors you attract with a clear, relevant domain, the better your chances of conversions.
URL Structure Best Practices
It's not just the domain name that matters—the URL structure also plays a role in user experience. Here's what to keep in mind:
Keep it clean: A straightforward URL like "www.yourbrand.com/special-offer" is easier to read and remember than something overly complicated.
Use relevant keywords: Just like with your domain name, including keywords in your URL can help with user clarity.
Avoid unnecessary parameters: Long strings of numbers or irrelevant text can make your URL look messy and less trustworthy.
By carefully choosing your domain name and structuring your URLs effectively, you'll make it easier for potential customers to find and trust your landing page—giving you a head start in driving conversions.
With your domain name and hosting in place, you're just one step away from going live. But before you hit publish, let's make sure everything is in top shape and ready to convert visitors.
Step 5: Preview and Publish
You've crafted your landing page, selected your domain, and ensured everything is in place—but before you hit that publish button, there's one final step: previewing and fine-tuning your page. This ensures that your landing page is polished, functional, and ready to convert from the moment it goes live.
Previewing Before Publishing
It's crucial to take a moment to view your landing page as your visitors will see it. A good landing page builder will allow you to preview your page across different devices (desktop, tablet, and mobile) so you can catch any potential layout issues before they affect the user experience.
Check for layout consistency: Make sure your page looks clean and professional on all devices. Sometimes elements shift or overlap, especially on mobile, so double-check that everything is aligned and easy to navigate.
Ensure your CTA stands out: Whether it's a button or form, your call-to-action must be immediately visible and easy to interact with on every device.
Checking for Completeness and Broken Links
Before going live, make sure every element on your page is fully functional:
Test your links: Any links on your page (including the CTA) should work properly. Broken links can frustrate visitors and result in lost conversions.
Proofread your content: A typo or confusing sentence can turn visitors off. Make sure your content is clear, concise, and error-free.
Ensuring Mobile Optimization and Marketing Software Integration
With mobile users making up a considerable portion of web traffic, optimizing your landing page for mobile is no longer optional—it's essential.
Mobile-first design: Your landing page should be fully responsive, meaning it adapts smoothly to smaller screens without compromising on user experience. This includes ensuring text is readable, images load quickly, and the layout remains clean.
Marketing software integration: Lastly, ensure your landing page is fully integrated with your marketing tools—whether it's for email follow-ups or analytics. This allows you to collect valuable data and fine-tune your future campaigns.
Once you've checked all these details, you can publish your landing page and start driving conversions. Now that your landing page is live let's go through some best practices that can help maximize your results and ensure every visitor has the best experience.
Best Practices for Google Ads Landing Pages
Your landing page is live, but there are a few tricks you can use to guarantee its performance. These best practices will help you convert more visitors into customers and ensure your Google Ads campaign runs smoothly.
Page Load Time and Impact on Bounce Rates
Nobody likes waiting for a slow website to load. If your landing page takes too long, chances are visitors won't stick around long enough even to see what you're offering. It's simple: faster pages mean happier visitors—and happier visitors are more likely to convert.
Optimize your images: Compress images to load quickly without losing quality.
Clean up your code: Minimize scripts and unnecessary plugins that could slow things down.
Mobile Optimization and Formatting
With more than half of online traffic coming from mobile devices, your landing page needs to look just as good on a phone as on a desktop. If it's hard to use on mobile, you'll lose potential customers before they even engage with your content.
Make it responsive: Ensure your landing page adjusts beautifully to different screen sizes, giving mobile users the same great experience.
Keep it simple: Avoid clutter on mobile by simplifying navigation and verifying that everything is easy to tap and scroll.
Streamlining Navigation for Conversion
The less you make your visitors think, the better. A streamlined landing page makes it easy for them to take the action you want—whether that's adding items to the cart or making a purchase.
Cut out distractions: Remove extra links and unnecessary clutter that could pull visitors away from your CTA.
Use clear headings: Break up the content with easy-to-read headings that guide visitors toward the next step.
By following these best practices, your landing page will be set up to deliver a seamless experience, giving your visitors every reason to take action and helping you get the most out of your Google Ads campaigns. Now that you’re aware of how to build good landing pages for Google Ads let’s wrap up with some final thoughts.
Conclusion
A dedicated landing page for your Google Ads campaigns is key to turning clicks into conversions. It allows you to tailor your message, create a focused experience, and ultimately improve your ad performance. By following the best practices we've covered—like optimizing load times, simplifying navigation, and ensuring mobile responsiveness—you'll be in a strong position to get better results. And remember, there's always room to refine and test your landing page for continuous improvement.
While a high-quality landing page plays a vital role in converting traffic, the success of your overall campaign hinges on the quality of traffic you send to it. This is where expert campaign management can make a significant difference. At GoMarble, we ensure that the traffic reaching your landing pages is abundant and highly relevant, thanks to our data-driven, AI-assisted approach to optimizing Google Ads campaigns. Let us help you attract the right audience so your landing pages can do what they’re meant to—convert visitors into customers.
Contact GoMarble today to see how we can elevate your Google Ads strategy for maximum impact.