Landing Page Optimisation for Google Ads

Landing Page Optimisation

With Google Ads you can generate relevant traffic and target the audience very precisely, but whether the user then performs the desired conversion on the landing page depends on several factors.

In this article I will explain how you can influence the behaviour of Google Ads visitors through landing page optimisation.

But first of all let’s dive into the probably most important point with Google Ads, the selection of the right keywords. Without getting the targeting right, your chances for driving a lead or an online sale is going to be quite low.

Therefore, for the time being, the focus is on one term: the search intention oft he user. Before you start optimising your landing pages, check your keywords carefully and put yourself in the position of your potential client.

Ask Yourself The Following Questions For Each Keyword:

• Is the chosen keyword option relevant or maybe too generic?
• Is there actually a buying intention behind the keyword?
• How far in the buying process is the user already when he searches this keyword?
• What does the user want to achieve by searching for this specific keyword?

I mainly categorise the conversion potential of a keyword by asking the following three questions:

  1. Does the user like to inform himself? / Informative search
  2. Does the user want to buy something? / Transactional search
  3. The user is looking for a specific place or brand / navigation- or brand-oriented

Especially with the last point, the navigation- or brand-oriented search, there are a few things to consider. These keywords are difficult to interpret, as several different intentions can be hidden behind the keyword. Many users are simply too comfortable to formulate a detailed search query or to enter the domain of the target page in the address bar.

For example, if an user googles for the keyword „adidas“, this can have several backgrounds.

The user knows the navigation path on the adidas page, to the shoes he wants to order now. He is looking for a stationary adidas shop nearby, he is looking for an apprenticeship with the adidas company.

Now that we have dealt extensively with search intent, let’s move on to the points how you can optimise your landing page.

The Keyword You Use For Targeting Should Appear on Your Landing Page

The visitor should be able to see at first sight if he is right on the website. It is therefore recommended that the keyword entered is visible and thematically meaningful on the website. In the best case your ad copy has the same headline as on your landing page.

It is recommended to position the entered keyword at the following positions:

• Description
• Title
• Alt Attributes of the images
• Headings
• in the text

So if you have optimised your target page also SEO-technically on one and the same term as the keyword in Google Ads, the probability is very high that it also works with a great quality factor, a low click price and a good ranking.

2. Conversion Driving Elements & Call To Actions

If you want the user to start a conversion or a purchase or a contact request, you must also make your visitors aware of this. Place some Call To Action Buttons on the page in a visible position, of course in a healthy balance with the website content and text length.


Use following trust elements on your landing page to

Testimonials: Previous customers tell about their good experiences with you as a service provider/online shop.

Customer reviews: Showcase your customers satisfaction with your service or products. (Trusted Shop / Google My Business Reviews)

Awards/Certifications/Labelling: As a Google Ads service provider you could, for example, highlight the Google Partner Logo or the SEA Panda Seal on your site and thus make it clear that special expertise is available.

References: Place reference logos of your clients on the site. You can also use Case Studies to showcase your expertise.

USP’s unique selling points: Make it clear to your visitors why you are the right company for the website visitor and what makes you different from the rest of the competition.

4. Page Speed

Make sure that the website loads as fast as possible, because meanwhile internet users are used to get the desired results in a fraction of a second with a fast internet connection.

Since, according to Google, half of all search queries now take place on mobile devices, please also pay attention to the speed of your website.

Here you can test how Google rates your page speed for mobile devices and desktop PCs and get tips on what can be improved on the site to shorten the loading time.

Use Google’s Page Seed Insight Tool to check the loading time of your landing page.

5. Avoid Distractions

It must be clear to the user directly on the landing page what he has to do. In our case this would be to make an inquiry or start an order. Confusing animated pictures, unnecessarily many parallax elements, pop-ups, other gimmicks or elements that distract or confuse the user should be turned off directly.

The checkout process in the online shop must also be as quick and easy as possible. Move all unimportant actions such as registering for a customer account to the end of the ordering process (if the user has already ordered). All additional information requests are extreme conversion killers. The check out process should be completed within two to a maximum of three steps.

If you implement all these points on your website in a meaningful way, the probability of conversion increases many times over.

Your PPC Landing Page Checklist

  • Match search intent
  • Content reference of the ad copy to the content / content of the landing page
  • Keyword visible for the user on the landing page (Description, Title, H1, etc.)
  • Conversion-driving Call To Action elements positioned in a clearly visible position
  • Placing trust-building elements on the Landigpage (references, employee pictures, testimonials, seal of approval etc.)
  • USP’s unique selling propositions
  • Short loading time of the landing page / Optimised for mobile devices
  • Easy navigation
  • No distracting content (banners, pop ups, etc.)