How to create perfect landing pages in Google Ads?

The landing page, being a key element of marketing strategy, is where the magic of conversion becomes a reality. The uniqueness of an effective landing page lies in a precise understanding of the user’s needs and skillful targeting. With the right design, a landing page not only attracts but most importantly converts visitors into customers. In a reality where it takes fractions of a second to fight for a user’s attention, a perfect landing page is like a masterpiece – harmoniously combines aesthetics with functionality. So how do you create such a page in Google Ads that not only catches the eye but, above all, prompts action? Discover the secret of how to make a good and effective landing page for your Google Ads campaigns.

What is a landing page in Google Ads?

The landing page in Google Ads is a specially designed web page that a user goes to after clicking on an ad. Its main purpose is to redirect the visitor to a specific action, such as buying a product, signing up for a newsletter, or downloading material. The landing page should be precisely tailored to the content of the ad, ensuring consistency of communication and maximizing the conversion rate. Key elements of an effective landing page are a clear and eye-catching headline, compelling content, intuitive navigation, as well as a visually appealing and responsive design. In the context of Google Ads, a well-designed sales landing page is not only a sales tool, but also a key element in building a positive user experience, which translates into better results for advertising campaigns. However, to achieve the desired results, you need to know how to make a landing page that is good and appeals to users’ consciousness, encouraging them to take action.

A good sales landing page, which is what?

What elements of a landing page in Google Ads make a sales landing page good? See what you should take care of!

• Content focused on results – landing page content in Google Ads campaigns should be tailored to the message of a specific ad. This alignment is critical to maintaining visitor interest and ensuring the continuity of the user experience from first click to transaction.
• A clear call to action on a landing page in ad campaigns is no place for ambiguity. Include a clear and compelling call to action that directs visitors to the desired conversion. Whether it’s a “Buy Now” button, a registration form, or a download link, the CTA is the star of the show.
• Minimal distractions – unlike a homepage or general website, a PPC landing page minimizes distractions. Irrelevant links, navigation options, and unrelated information are removed, keeping the visitor’s attention focused solely on the conversion goal.
• Correct design – you must choose the visual elements of your Google Ads landing page to complement the visuals and message of the ad. Uniform branding and images create a cohesive experience, reinforcing the connection between the ad and the landing page.
• Responsiveness and speed – a seamless user experience contributes to higher conversion rates, so visitors don’t lose interest while waiting for the page to load.
• Customizability and ease of testing – one of the strengths of Google Ads landing pages is their adaptability. You can create multiple versions of a landing page and run A/B tests to determine which elements are most effective in generating conversions. From headline changes to different calls to action, these tests help you refine your landing page for optimal performance.

See also:

• how to implement A/B testing in Facebook campaigns,
• how to optimize mobile apps with A/B testing,

target-page vs. website

The main purpose of a Google Ads landing page is to focus on one specific user action, such as buying a product, signing up for a newsletter, or downloading an e-book. In contrast, a traditional website serves multiple functions and purposes, offering a wide range of information about the company, its services, or products The landing page has a simplified structure, often without full navigation, to avoid distracting the user. The site’s content is closely related to a single topic or offering and is designed to lead the user to take a specific action. A traditional website, on the other hand, has extensive navigation, allowing users to freely browse through different sections, such as the home page, about us, services, products, or blog.

The landing page has a simplified structure, often without full navigation, to avoid distracting the user The content of the site is closely related to a single topic or offer, and is designed to lead the user to take a specific action. A traditional website, on the other hand, has extensive navigation, allowing users to freely browse through various sections, such as the home page, about us, services, products, or blog.

How to make a landing page that sells?

A successful landing page in Google Ads – wondering how to make one? Check out our tips!

1. Take care of the content on the landing page

In designing sales landing pages for Google Ads, content that convinces the user to take action and encourages them to buy is important. With content, how do you prepare a good landing page that works?

Take care of the headline on your sales landing page
The headline is the first thing a user sees when they go to your landing page from a Google Ads ad. This is one of the reasons why you need to take care of it. Do it in the following ways:

• Pose for brevity and precision – the headline should be short, clear and specific. Users need to immediately understand what the site offers.
• Care about the value to the user – focus on the benefits the user will receive by visiting the site. Instead of general statements, emphasize the added value the offer brings.
• Consistency with the ad – the headline should directly relate to the content of the ad from which the user came to the site. This builds trust and ensures that the user goes to the right place.
• Add a clear CTA – if possible, include a clear call to action (CTA) in the headline. This could be an incentive to make a purchase, sign up for a newsletter, or download material.
• Use numbers and data – specific numbers, statistics, or other data in the headline can attract attention and increase the credibility of the offer. Example: “Increase sales by 30% with our tools!”
• Use emotional language – use words that evoke emotions and encourage action. Emotional language can more effectively attract users’ attention and interest.
• Avoid unnecessary embellishments – focus on the essence of the message, avoiding unnecessary words and embellishments that can distract the user.

Make sure the content of the landing page is consistent and concise
In designing a landing page, make sure the message is clear, with short words and concise sentences. Write clearly, and avoid jargon and complicated industry terms unless you know that your audience knows and understands them. Also, write in a friendly tone, as if you were talking to an acquaintance over coffee, not as if you were writing a scientific article.

Take care of the emotional message of the landing page content
In designing content for your landing page, it is important to take care of the emotional message. By doing so, you will establish an emotional connection with your audience and help them understand the value of your product or service. In creating Google Ads landing pages, focus on the benefits of investing in your offer and how it solves your customers’ problems.

Use high-quality images on landing pages
Research shows that up to 80% of audiences are willing to read content if it is accompanied by high-quality images What’s more, receivers typically remember 20% of what they read, but as much as 80% of what they saw Take advantage of this when creating a sales landing page. Use high-quality images that match your product and target audience.

Apply bullets and numbered lists
If your landing page is filled with continuous text, it is difficult for the user to find the information he is looking for. You can help him with this by using bullets and numbered lists. This will allow the viewer to scan the text without having to read the entire content. Bullets are also useful for dividing the content of a page into smaller sections. You should also divide longer paragraphs into smaller ones, making sure there is enough space after each one. The recommended spacing between paragraphs is about 10-20 pixels. If you’re using a larger font or wide columns of text, it’s a good idea to increase the spacing to 20-30 pixels.

2. Add clear calls to action

When creating an effective landing page in Google Ads, you need to make sure that the call to action is easily accessible and aligned with the ad. Therefore, put one CTA on a single landing page. To achieve the right effect, make sure that the call to action button has a contrasting color and stands out from the rest of the content.

Example of a call to action on Netflix’s landing page

3. Optimize your landing page navigation in Google Ads

The sales landing page has a specific goal -0 to get the user to make a purchase, and encourage them to sign up for an event or create an account. Every element on the landing page should support this goal and its achievement. Therefore, you need to take care of the navigation so that the navigation does not hinder the user. How do you do that?

• Minimalism care – the fewer distracting elements, the greater the chance that the user will focus on the main CTA.
• Remove the main navigation menu, which is usually located at the top of the page. This can be done by hiding the relevant HTML or CSS elements.
• Remove all side links, which can distract users from the main purpose of the page.
• If you must keep links in the footer, limit their number to the necessary, such as privacy policy or terms and conditions.
• If you absolutely must keep any form of navigation, consider including only those links that directly support the purpose of the page (such as “Learn more” leading to additional product information). Instead of full navigation, use buttons that move the page down to relevant sections (known as anchor links).

4. Optimize your Google Ads landing page for mobile

The last thing you need is a landing page that a user can’t fully use because they viewed it on a mobile device. What can you do to ensure that your Google Ads landing page is also effective on smartphones and tablets?

• Make sure the page automatically adjusts to different screen sizes Check how the site looks and works on different smartphones and tablets.
• Use an appropriate font size (minimum 14-16px) and ensure adequate contrast between text and background Maintain a spacing of at least 48×48 pixels between clickable elements to avoid accidental clicks.
• Limit the number of required fields in forms to a minimum Enable autocomplete to make it easier for users to fill out forms. Use appropriate field types (e.g., numeric for phone numbers) and labels that clearly describe what data is required.
• Avoid pop-ups, which can be cumbersome on mobile devices.

Example of a landing page with a form

5. Improve sales landing page speed

The speed of a landing page is critical to the user experience and conversion rates of Google Ads campaigns. Pages that load slowly can discourage visitors, limiting engagement and conversions. Take care of image optimization by:

• reduce file size without losing quality (compression), such as with the TinyJPG tool,
• using modern image formats – WebP, JPG, PNG,
• adjusting the size of images to the dimensions in which they will be displayed to avoid scaling in the browser,
• linking JavaScript and CSS files,
• minification of JavaScript and CSS code,
• use of browser and server cache,
• using a distributed server network – Content Delivery Network – so that the resources of the site will be dispersed to servers located closer to users,
• reducing the number of plug-ins and internal scripts,
• choice of fast hosting, tailored to your needs,
• regular PHP and database updates,
• implementation of lazy loading for images and other media so that they are only loaded when they are needed, i.e. when the user scrolls down the page.

Page speed improvement tips in PageSpeed Insights tool

6. Implement A/B testing on Google Ads landing pages

A/B tests are an indispensable tool in landing page optimization, allowing you to empirically test which elements best affect conversion rates. They allow you to compare two versions of a page or its elements, identifying those that produce better results. How to create A/B tests for landing pages in Google Ads?

• Define goals and hypotheses – define what metrics you want to improve (e.g., conversion rate, time spent on the page, number of clicks on CTA button). Identify specific variables that can affect these metrics. For example: “Changing the color of the CTA button from blue to red will increase the conversion rate by 10%.”
• Select elements to test – test different text, colors, sizes, and placement of call-to-action buttons. Compare different versions of elements to see which attracts more attention and encourages further action.
• Make sure that traffic is evenly split between versions A and B so that the results are statistically significant. Segment users by demographics, devices, or traffic sources for more detailed data.
• Monitor the results for an appropriate amount of time to collect enough data. Typically, it is recommended to run the test for a minimum of two weeks.
• After identifying a winning version, ensure that it is implemented permanently, monitoring whether long-term results confirm short-term successes. Once you’ve implemented the changes, continue testing other elements to continually optimize the site and achieve even better results.

For A/B testing, you can use tools such as:

• Google Optimize – a free tool that allows you to easily conduct A/B tests, integrating with Google Analytics.
• Optimizely – a platform offering advanced testing and personalization features.
• VWO (Visual Website Optimizer) – an easy-to-use A/B testing tool with multiple analytics features.

Don’t limit yourself to typical changes. Test more creative elements, such as unusual layouts, interactive elements or experimental graphics. Remember to base all testing on user experience. Understanding user needs and behaviors will allow for more relevant and effective experiments.

Summary

Creating an effective Google Ads landing page is the art of combining aesthetics with functionality. Every element, from headers to CTA buttons, must be carefully designed and tested to maximize conversion rates. Adapting the site to mobile devices and ensuring fast loading and intuitive navigation is also key. In turn, regular A/B testing allows for continuous optimization, adapting the site to changing user needs. Through a strategic approach and continuous improvement, the landing page becomes a powerful marketing tool that leads to successful advertising campaigns.