A landing page is a single page that people reach after clicking an ad, designed around one specific goal: sending an enquiry, signing up or making a purchase. Unlike a homepage, it doesn’t send visitors anywhere else. Distractions are kept to a minimum and there is one clear call to action (CTA).
Why does a campaign need a landing page?
Because an ad only brings people in, and it’s the page that sells. Sending paid traffic to your homepage is one of the most expensive mistakes we see in audits: someone clicks an ad promising ‘a website quote in 24 hours’, lands on a general company page and has to hunt for where to request that quote. Most people just leave. Matching the page to the promise made in the ad raises your conversion rate, and in Google Ads it also lowers your cost per click through a better Quality Score. With a good landing page, the same campaign can cost several times less per lead.
What does an effective landing page need to include?
A headline that repeats the promise from the ad, a concrete benefit rather than generic claims, trust signals (reviews, examples of work, numbers), a section that answers the usual objections, and a CTA that is visible without scrolling and repeated at the bottom. It also has to load fast on mobile, because that’s where most ad clicks happen. When we build websites for campaigns, we design the landing page together with the person running the ads: the ad and the page have to carry one continuous message. After launch, we test headlines and CTAs (A/B testing) and let the results settle questions of taste.
Related terms: CTA, conversion.
