PPC Landing Page Best Practices

Whether you’re new to PPC or an expert in Google Ads, these PPC landing page best practices will help you optimise your ad campaigns and, hopefully, convert more visitors into leads or customers.


Create Campaign-Specific Pages

The first rule of PPC is to create landing pages that are unique to each campaign.

Despite the fact that the homepage is the most important page on any website, avoid driving traffic to it.

A highly optimised landing page designed specifically with the campaign in mind with a clear call-to-action (CTA) will outperform the homepage.


Ensure that your headline, offer, and CTA are all in sync

All PPC ads, banners, and landing pages must include a clear CTA so that your audience understands the next step in the conversion process.

Make sure the CTA on the landing page is in sync with the headline and offer.

For example;

You are running a promotion with 20% off all brands – the headline should say something like “15% off everything this week only”

Then, align the CTA with the offer by using copy using “Get 20% Off now. Hurry whilst stocks last”. Try to keep the CTA visible above the fold as well.

Maintaining consistency in these three elements across all PPC landing pages creates a unified user experience from the moment your audience sees the ad to the moment they convert.


Make use of creative design and imagery

The importance of visuals is equal to that of the headline and CTA.

Even the most complex ideas and stories can be conveyed with an image.

A picture is worth a thousand words.


Make your copy succinct and compelling

Visitors to a website typically skim through the words on a page to get the gist of it.
Keep it simple by writing succinct but compelling copy.

Bullet points are an excellent way to convey your brand’s message to visitors in a clear and concise manner.


When it’s appropriate, use video

A video is a powerful tool for communicating your message, but it’s critical to keep the video relevant to the page it’s on.

To sell products and convert more landing page visitors into customers, use “how-to” or lifestyle videos.


Include assurances

Increase consumer trust and confidence in your brand by including trust signals such as testimonials from previous customers or product reviews.

People want to know what their peers think about products and services, so make it simple for them to see by displaying user-generated content on the page.

Display security assurances, certifications, and guarantee seals to demonstrate to online shoppers that your website is trustworthy and reliable.

This is especially important for first-time visitors, who are often hesitant to buy from a brand they’ve never heard of.


Don’t use too many form fields

The number of form fields and conversion rate are inversely proportional: as the number of fields in a lead form increases, so does the conversion rate.

That is why it is critical to limit the number of required fields and only request the most critical information.

A common recommendation is to request a visitor’s first name, last name, and email address.


Distractions should be avoided

A PPC landing page’s goal is to convert as many visitors as possible.

However, only include the most critical information needed to convert a person (such as the limited form fields, security assurances, graphics, images/videos, and compelling copy we discussed previously).

The top or side navigation of your website should not be included on this page because it will distract visitors and cause them to browse rather than convert.

The links in the footer can also be a source of distraction, so keep the number of links here to a minimum.

Another thing to keep in mind is that pop-ups on desktop and mobile should be avoided (if your company leverages a pop-up tool).

This is the ultimate distraction because it immediately diverts attention away from the task at hand.


Be keyword relevant

People expect to see relevant search results when they use Google.

Ensure that all of your PPC landing pages deliver information that is relevant to the keyword entered into the search engine.

Both the PPC landing page and the ad copy should match the keywords you’re bidding on.


A/B test everything

A/B testing is the process of continuously experimenting with on-page factors in order to improve the performance of your landing page.

Headlines, images, CTA copy, and button colours are all common places to start testing.



We hope these PPC landing page best practices help you improve page performance and convert more customers or generate more leads.

Please contact us using the form below if you have any questions or concerns, or if you’d like to learn more about how our team can implement a paid media strategy to increase your revenue.

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Posted by Alex Stevens

Alex is a Digital Marketeer with a creative focus. He specialises in content creation, brand building and performance marketing. With extensive experience in concept design, brand strategy and creative direction, Alex loves the ideas side of the business. After many years working with Pan-European brands within traditional media, Alex took the decision to go fully digital. With the evolving social platforms and the newly formed markets they bring, Alex finds social and content an amazing space to operate in.