Google Ads, Digital Marketing

Best Practices for Optimizing a Landing Page for Google Ads

When it comes to running successful Google Ads campaigns, optimizing your landing page is essential for delivering conversions. A well-crafted landing page should be tailored to the audience and focus on providing a clear call-to-action (CTA)

To help you out, this post will discuss some key tips for optimizing a landing page for Google Ads. 

But before we dive straight into that, let’s take a moment to understand what exactly a landing page is and what makes it good.

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What Is a Landing Page?

A landing page is a standalone web page where visitors land after clicking on your ad on an advertising platform like Google. Its core purpose is to generate leads, make sales, and/or get people to take some kind of action. 

Moreover, a landing page is distinct from other web pages such as home or product pages, which are used to offer general information about the business and its products or services. 

Unlike these generic web pages, a dedicated landing page is designed to be distraction-free and has the sole purpose of persuading visitors to take a specific action — such as signing up for an email list or purchasing a product.

What Is a Good Landing Page for Google Ads?

A good landing page for Google Ads is one that meets the needs of your target audience and encourages them to take action. It has a clear and concise headline, provides a compelling CTA, and includes visuals that help illustrate the product or service you’re offering.

Always keep in mind that a good landing page should be focused on a single goal and be:

  • Relevant: Supports the ad that it’s linked to.
  • Intuitive: Makes it easy for users to complete the desired action.     
  • Trustworthy: Provides visitors with the assurance they need to take action.
  • Smooth: Provides a seamless user experience.

15 Best Practices for Optimizing Landing Pages for Google Ads

Now that you know what a good landing page for Google Ads should look like, let’s discuss 15 key tips for optimizing your landing page:

1. Match the Message of Your Ad 

Your landing page should hold true to the message of your ad by using a consistent value proposition and voice. For example, if your ad promised product discounts, then make sure that this is also mentioned on the landing page.

Doing so will create more relevance between the ad and landing page, increasing the chances of conversion.

Here’s how Asana did this.

This is its ad for the search query “Best project management tools”

Asana's Google Ad

And here is its accompanying landing page.

Asana's landing page

2. Reduce Loading Time  

And short page loading time is essential for a good user experience and should be tested regularly. Slow page loading speeds will drive away potential customers, affecting your conversion rates.

So make sure to minimize your page loading times by limiting the number of images, making use of caching, and compressing content on your website. 

You can also use tools such as Google’s PageSpeed Insights to test your page speed and identify any possible improvements. 

3. Use High-Quality and Relevant Visuals

It’s important to incorporate clear and attractive visuals that help reinforce the message of your ad.

Visuals like demo videos are especially important when it comes to displaying products, as they help visitors get an idea of what the product looks like and understand its features. 

For service-based businesses, visuals like images and short videos can be used to convey the message in a more engaging manner.

Here’s how Landbot went creative about using a picture to explain what their product is about! 

Landbot's landing page
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4. Showcase Your USP

Your USP (unique selling proposition) is what differentiates you from your competitors.

So show your visitors why they should go for your product or service by highlighting the unique features that make it better than others. 

This is how Wise showcases its USP (which is that it’s cheaper than sending money through traditional banks)