Why it happens
Sending ad traffic to your homepage makes visitors search for what the ad promised, and many won’t. A landing page is one page with one job: turning those clicks into enquiries.
What it costs you
You pay for the page once. You pay for the clicks every month the ads run. So the page decides how much each month of ad spend brings back.
You’re not buying a page. You’re buying what each click turns into.
How to check your own
Click your own ad on your phone. Does the page you land on repeat the ad’s promise in its first screen? Is there one clear action? Does it open fast? Can you see, afterwards, how many clicks became enquiries?
What a good one includes
- Words that match your ad. The page keeps the promise the ad made.
- One page, one job. One clear action, nothing pulling visitors away.
- Fast on phones. Most ad clicks happen on a phone, so it’s built for that first.
- Tracking set up. So you can see which clicks became enquiries, and what each one cost.
Three kinds of landing page
| Template page | Conversion-focused page | Custom-built page | |
|---|---|---|---|
| What you get | A ready-made layout with your words dropped in. | A page planned around one offer and one action, often in a page builder. | A page designed and coded for your offer, your customers and your ads. |
| Speed on a phone | Often slow: the builder loads more than the page needs. | Depends on the builder and how many add-ons it uses. | Fast when it’s built that way, because it carries only what the page uses. |
| Tracking | Usually left to you. | Often included. | Planned in from the start. |
| Changes after launch | You make them in the builder. | You or the builder’s expert make them. | Made by the developer, or in an editor if one was built in. |
| Good for | Testing an idea this week. | Running ads on one offer. | Ads that run for months, where every click costs real money. |
Google Ads itself looks at the page: landing page experience is one of the three parts of its Quality Score, which affects what you pay for each click (Google Ads Help: About Quality Score).
What to settle before the page is built
Three questions decide whether a landing page pays for its clicks: who writes the words from your customers’ own language, who sets up the tracking that shows which clicks became enquiries, and who keeps improving the page once the ads are running. With us, the answer to all three is us, for six months from the first sprint.
How we solve it
We start from your ad’s actual promise and your customers’ words, build the page in a sprint you approve after its demo, check it against the 44 checks, set up tracking, and for six months watch how visitors from your ads behave and improve the page. If one page isn’t the right first step, we’ll say so in the first conversation.