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What is a PPC landing page (and how to use them to your advantage)


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Victoria Roscow
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When it comes to PPC advertising, one term you often come across is a PPC landing page. But what exactly is a PPC landing page and why is it important for your ad campaigns? If your current search marketing agency can’t answer that question for you, hoist up your purse strings and run for the hills. We’ve got you.


What is a PPC landing page?

A vital aspect of paid marketing.

PPC stands for Pay-Per-Click, which is a type of online advertising model where advertisers pay a fee each time their ad is clicked. A PPC landing page is a specific web page that is created to receive traffic from pay-per-click advertising campaigns. It’s literally in the name. These landing pages are an essential component of paid marketing campaigns that focus on relevance, simplicity, compelling content, strong CTAs and mobile optimisation.

Unlike a regular webpage or a homepage,  a PPC landing page is highly focused and tailored to a specific marketing campaign that is designed to provide relevant and persuasive information to encourage the user to take a desired action, such as making a purchase, signing up for a newsletter, or filling out a form. These landing pages should align with the intent of the search ad campaign and provide a seamless experience for users who click on the ad.

By mastering the art of creating effective PPC landing pages, businesses can drive better results and maximise their return on investment in online advertising. 


Why are landing pages useful

PPC landing pages play a vital role in maximising the effectiveness of your PPC campaigns. They help improve the quality score of ads, which in turn affects the cost and position of ad placements. By providing relevant and engaging content, optimising for conversions and delivering a seamless user experience, businesses can increase their chances of generating leads and achieving their marketing goals. In short, more money for you.


Improved user experience


When users click on a PPC ad, they have certain expectations based on the ad’s messaging. If your landing page does not align with those expectations, users will likely leave immediately resulting in a high bounce rate and wasted ad spend. By creating landing pages that are highly relevant to your ad copy, you can improve the user experience and increase the chances of conversions.


Increased conversion rates


The primary goal of PPC campaigns is to drive more conversions. A well-designed PPC landing page can significantly improve your conversion rates by engaging users with clear calls-to-action and highlighting the value proposition of your offer which in turn creates a seamless path for users to convert. A generic or cluttered landing page can confuse visitors and lead to a missed opportunity for conversions.


Improved quality score


Quality Score is an important metric in PPC advertising that determines the cost and placement of your ads. It is influenced by various factors, including the relevance of your landing page to the ad and the overall user experience. By optimising your landing pages, you can improve your Quality Score, resulting in increased ad visibility and lower costs.

Tailored messaging


PPC campaigns often target specific keyword groups, demographics, or locations. By creating dedicated landing pages for each campaign, you can tailor your messaging to your targeted audience. This personalization creates a stronger connection with users and increases the likelihood of conversion.

Tracking and analytics


PPC landing pages provide valuable data and insights into the performance of your PPC campaigns. By tracking user behaviour, engagement and conversion metrics on your landing pages you can gain a deeper understanding of what is working and what needs improvement. This data can then be used to optimise your campaigns and drive better results for your ads.


What makes a good PPC landing page?




A PPC landing page should be aligned with the keywords and messaging used in your PPC ad campaign. This helps visitors feel that they have landed in the right place and enhances their trust and confidence in your brand whilst reducing potential bounce rates.

Compelling content


The content on a PPC landing page should provide all important information, highlight the benefits or unique selling points of the product or service and encourage the visitor to take the desired action. Visuals such as images or videos can also be used to engage users and make them more likely to convert.



Keeping the design and layout simple and uncluttered helps visitors focus on the main purpose of your PPC landing page. Clear and concise copy with powerful headlines and subheadings will guide users through the content and drive them towards the desired call-to-action.

Concise and clear messaging


The messaging on a PPC landing page should be clear, concise and easily understood. It should communicate your value proposition and convey the main benefits of the product or service being offered. Visitors should be able to quickly understand what the page is about and how it can benefit them.

Strong call-to-action (CTA) 


The call-to-action on a PPC landing page is one of the most important elements. It should be prominent, visually appealing and clearly communicate the desired action with actionable language such as using imperatives. Whether it is a button to make a purchase, sign up for a newsletter, or download a free e-book, the call-to-action should be direct and compelling.

Mobile optimisation


With the increasing use of mobile devices, it is crucial for PPC landing pages to be mobile-friendly and responsive. This ensures that the page is accessible and visually appealing across different devices, improving the user experience and increasing conversions.

Conversion tracking 


If you’re not tracking your PPC conversions, you are literally throwing money down the drain. In order to measure the success of a PPC campaign and optimise it for better results, it is important to have conversion tracking in place. Conversion tracking allows you to track and analyse how many visitors are taking the desired action on the PPC landing page and provides valuable insights into the effectiveness of the campaign to help you make data-driven decisions.


How to create a PPC landing page

A PPC (Pay-Per-Click) landing page is a crucial element in any successful digital marketing campaign. It serves as the first point of contact between your brand and potential customers and it plays a significant role in converting clicks into leads or sales. If you want to create an effective PPC landing page, here are the key steps to follow:

1. Set clear objectives


Before you start designing your landing page, identify your goals. Are you aiming to generate leads, promote a specific product, or increase brand awareness? Having a clear objective will help you determine the appropriate elements and call-to-action (CTA) on your page.

2. Understand your target audience


Research and analyse your target audience to understand their needs, preferences and pain points. This knowledge will allow you to tailor your landing page content, design and messaging to effectively engage and convert visitors.

3. Craft compelling headlines


Your PPC landing page headline is the attention-grabbing element that will entice visitors. Make it catchy, concise and relevant to your offer. It should instantly communicate the value or benefits that visitors will gain by engaging with your brand.

4. Optimise for conversions


Implement conversion optimisation techniques to maximise the effectiveness of your landing page. This includes using a clear and compelling CTA, strategically placing it above the fold and ensuring it stands out visually. Your aim is to limit on-page distractions and avoid users leaving your PPC landing page by keeping visitors engaged and focused on converting.

5. Use visuals to your advantage


An aesthetically pleasing and user-friendly design is crucial for a successful PPC landing page. Use complementary colours, high-quality images and easy-to-read fonts to create a visually appealing accompaniment to your ad campaign.

6. Align with ad copy


To provide a seamless experience for visitors, make sure your landing page aligns with the corresponding ad copy that brought them there. Use consistent language, imagery and offer details to reinforce the message and encourage the visitor’s decision to carry out your desired conversion.

7. Always review the analytics


Utilise web analytics tools, such as Google Analytics, to track visitors’ behaviour on your landing page. Analyse metrics like bounce rate, conversion rate and time on page to gain insights into user engagement and identify potential optimisation opportunities.

8. Test and optimise


Continuously test and analyse your landing page performance to identify areas for improvement. Conduct A/B tests to compare different variations and optimise the elements such as headlines, CTA placement, or content to increase conversions.


What ads can you use a PPC landing page with?

Product ads


If you are promoting a specific product or service, a PPC landing page can be the perfect destination for users. The landing page should include compelling product descriptions, high-quality images and clear calls to action that encourage visitors to make a purchase.

Lead generation ads


Landing pages are excellent for collecting leads and expanding your customer database. Create a lead generation form on the landing page, asking for essential information like name and email address. In exchange, offer something valuable such as a free downloadable e-book, a discount code, or access to exclusive content.

Event registration ads


If you’re organising an event, a PPC landing page can efficiently handle event registrations. Provide detailed information about the event, including date, time, location and speakers. Include a registration form on the landing page to make it easy for interested attendees to sign up and secure their spots.

E-commerce ads


For online retailers, PPC landing pages can be used as part of your ecommerce PPC strategy to showcase specific categories or individual products. Create landing pages for your top-selling products, seasonal offers, or exclusive deals. Focus on creating a seamless user experience by emphasising product benefits, highlighting discounts and simplifying the checkout process.

Service promotion ads


Service-based businesses can effectively use PPC landing pages to promote their offerings. Whether you offer consulting, coaching, or home repairs, a dedicated landing page can highlight the unique value you provide. Include testimonials, case studies, or before-and-after photos to build trust and convince visitors to choose your services.

App download ads


If you have developed a mobile application, PPC landing pages can be utilised to encourage app downloads. Showcase the app’s features, benefits and screenshots. Include clear download buttons for different operating systems (such as iOS or Android) for easy accessibility.



PPC landing pages are versatile tools that can be used with various types of ads. Regardless of the ad type you choose, your PPC landing page should be concise, visually appealing and focused on fulfilling the users’ expectations. Keep the design simple, use compelling headlines and leverage clear calls-to-action to guide visitors toward your desired conversion goal. By aligning your landing page content with your ad campaign objectives, you can maximise your conversion rates to reach your paid marketing KPIs and surpass your marketing goals. 

Creating an effective PPC landing page requires a combination of strategic planning, understanding your target audience, persuasive content and appealing design. It requires a mob who knows Google’s tricks inside and out. With over 65 years of combined experience in our PPC team, we know our onions and we’re proud of it. Send us a signal for salvation and we’ll be standing in your corner cheering you on to beat the competition with our killer PPC landing pages. Pom-poms and all.

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