Which is a Best Practice for Optimizing a Landing Page for Google Ads?

Antonella Saravia

4 years ago



Landing pages are essential to every business. We all know this. However, most people might overlook that they are critical to pay-per-click advertising.

Though it would appear to be an easy thing, creating high-quality landing pages is no easy feat. Various elements need to come together to create a great user experience. From structural design to content, once the page is up, marketers must test which models convert best so that their pages can be optimized.

An advertiser and digital marketing agency are already juggling several accounts. With all its moving parts, managing optimizations for landing pages becomes secondary. Rarely is there spare time to monitor and tweak the changes that could improve performance.

As a PPC agency, we realized that our clients were missing opportunities here. Our White Label PPC Partner Program was developed to assist clients with everyday (tedious) services such as these that come together to make a difference.

Our partners benefit from landing pages that convert Google Ads and Microsoft Advertising visitors into leads. This would be impossible without our strategists, so without further ado, we’d give them the floor to review some of the best practices on the matter.

Tips to Create Landing Pages That Convert - PPC Landing Page Best Practices

What’s Your Landing Page Strategy?

Show a Clear Offer to Prospects

The important thing about landing pages is to communicate the ‘gist,’ as we say. Arriving on a landing page is the user following their interest or intrigue. This is why your landing page must quickly communicate your value proposition to solve the customer’s needs and the unique benefits that your business offers over others. 

Because many aren’t well-acquainted with PPC and the price of marketing services vary, it is considered a good practice to include a pricing plan. This helps the user discern which program is best for him and calculate their investment without awkwardness. 

Also, it shows transparency, which is much appreciated these days.

Direct Customers Into How to Get in Touch With Your Business

You can provide the essential contact information in various ways, it’s up to you, but it must be intuitive. Make sure that the contact information you provide grants them direct access to someone–anyone–on your team. If it’s complicated to contact you for business, something is not right. 

Many companies offer links to help centers or chatbots. All of this helps, but it’s still crucial to place the information on the landing page. The general recommendation is to put this on the right upper corner or footer of your page. 

Contact forms go a long way as well. Make this visible at the top of your landing page, in the menu bar. Request as much information as you can (without being annoying). That way, you have a variety of ways to reach out to them and may use this data to understand your audience better. That said, keep it short. 

Oh! Once they’ve filled out a contact form, make sure to send a thank you page. 

Landing Page Design

As you can imagine, design plays an integral role in the success of your landing page. If it’s not easy on the eyes or difficult to understand, staying is slim. It’s imperative to create a page that keeps the user focused on taking actions and addressing their initials interests. Your design should guide your potential buyer to take action–be it purchase a product or contact you for your services. When creating your landing page, you should consider the following elements:

  • Typography
  • Graphics or Images
  • Attractive Fonts
  • Color Palette
  • CTA Button

There should be a balance among the elements of design: order, color, description, and typography. If it’s uncomfortable or counter-intuitive, they will find a more manageable landing page to address their interest or issue. 

Landing Page Design Example

A vague, problematic page will not establish trust with the user. As a business owner, you know what products are most popular, common concerns, and your services’ value. Communicate what you know effectively, and your visitors will love you for it. 

Images & Videos

Many businesses use images or explainer videos to attract potential customers. Depending on the industry, this can make a big difference in establishing rapport. Cisco predicts that 80% of all traffic will belong to video in 2020. This insight is something to consider if all of your content is static. 

Additionally, when you add images and videos, make sure that the size doesn’t weigh your hosting platform down too much. Your design can be stellar, but if it doesn’t load fast enough, it’s pointless.

Testimonials & Reviews

User engagement is powerful–88% of consumers trust user reviews as much as personal recommendations. Adding a video testimonial or customer review to your landing page can help you convert prospects into customers. 

Landing Page Testimonial

Call to Action

Ah, the CTA! The call to action has an immensely beneficial addition to website performance. These buttons give visitors direction, clarity, and make it easy to move forward. For even better results, align your headline and other parts of the content to your CTAs. 

To create great CTAs, you need to ask yourself what actions you want them to take. From there, you can create phrases for your CTA buttons such as:

  • Download now
  • Buy now
  • Subscribe now 
  • Get a free trial 

Landing Page Optimization Best Practices

Landing Page SEO

Every great Google Ads landing page has SEO. Your strategy will go a long way when you pair your landing page with PPC campaigns and SEO to get high-quality ranking. Be sure to match your campaign strategy to: 

  • The keywords you select. Carefully spread these out (organically) on your landing page. 
  • Use the proper tag hierarchy for headlines.

Another rule is to keep your landing page friendly to both desktop users and mobiles. Both reel in a lot of people, and you can’t afford to miss out on either. Again, keep things light so your page loads quickly. 

HOT TIP: Test your page speed on Google’s PageSpeed Insights 

Create Tracking Goals on Google Analytics

Massive traffic is useless if you can’t measure the ROI for your marketing efforts. Add tracking to all of your forms to count your leads. Leverage resources to help you do this. For example, you can identify which sources drive higher traffic to your landing page with Google Analytics.

Google Analytics Tracking Goal

Use Heatmaps to Analyze User Behavior

Get ahead of the crowd with heatmaps. This feature will help you identify:

  • Where visitors click the most
  • What content is most engaging
  • Where they stop scrolling

These insights will give you a clear direction on where to make optimizations. Recommended tools include HotJar, Crazyegg, or Smart Look to track user behavior.

Which is a Best Practice for Optimizing a Landing Page for Google Ads?

In short, these features help you understand user behavior to improve their experience on your page. Investing in each of these elements will create harmony between design and content. 

Of all the practices our team has shared with you today, tackle the ones you have not experimented with yet.


As we mentioned above, we understand that advertisers and digital marketing agencies are already juggling accounts and other responsibilities. Rarely is there spare time to monitor and tweak the changes that could improve performance. 

For those who are tackling this, Subscribe to our blog! We will continue to provide content that makes it easier for you to advertise.

For those who are interested in outsourcing, contact us to learn more about white label digital marketing services.