So you’re looking forward to increase your leads in your latest PPC campaign. You’ve got everything set up – a killer ad copy, a strong call-to-action, various ad extensions, etc. YET, your inbox is empty. You’re now wondering, where did I go wrong?

Having a strong Google Ads account is not enough when it comes to paid search marketing. Your landing page must be in tip top shape. Here are some of the best practices you can do to increase leads or sales on your website via your landing pages:


Make it Mobile-Friendly

Last 2015, Google released a mobile-friendly ranking algorithm designed to boost mobile-friendly pages in mobile search results. In 2018, Google rolled out its mobile-first indexing wherein the mobile version of a page will be used by Googlebot for indexing and ranking to make it convenient for users. It simply means that it’s time to move content to mobile.

Try and visit a website that is not optimized for mobile and for sure, you’ll find it frustrating and hard to use. As a result, a potential customer exits the page because they can’t find what they’re looking for. Make your landing page as mobile-friendly as possible. Mobile-optimized websites can increase your conversion rate by 5 percent or more.

One of the best ways to check if your current website is responsive or if Google considers it mobile-friendly is by using its Mobile-Friendly Test tool. You can also try out their Mobile Site Speed Comparison Tool or PageSpeed Insights.

Make the Point Clear

You have an extremely limited amount of time to capture a user’s attention. Most stick around less than 15 seconds, so get to the point fast. You need to communicate the most relevant messaging and put that in front of a potential customer as quickly as possible. If you are not able to do it in less than 45 seconds, you’ve lost them.

Define a point of differentiation. What makes your service or product stand out from the rest? Why should they choose you? It also helps to break down your offering to its most basic level and describe the benefits they could get. Use bullet points, numerals, lists, bold copy, italics, etc. for crucial information so users can quickly find them. This practice becomes even more important with mobile as screen space is limited.  

Simplify Form Fields

A common mistake with some landing pages is having a lead form that is too long and complicated. No one wants to waste their time typing lots of details into a form. Only ask for the required information that will identify the customer’s problem and their contact details. If you offer several services, use drop-down boxes or checkboxes to allow users to choose in a convenient manner.

It will also help placing the form on the landing page, on top of the fold space, so users can’t miss the call-to-action. Not making the form obvious enough might result in the loss of sale since users get easily distracted. Set up directional cues so they know where to find the form.

Give Motivation

A call to action has two main purposes – tell someone what to do next and give them the motivation to do so. Marketers usually remember to tell users what they should do but forget to answer the ‘why’ part. For example, words “Buy Now” “Watch” or “Sign Up” cover the action, but it doesn’t provide a good reason why they should. Make sure to support your action words with descriptions that explain how it can benefit the user. You can use phrases like “Start your 30-day free trial,” “Call now for your free quote,” “Find your dream home today,” and “Help us today!”


PPC landing page visitors already have the right intentions, so you can’t afford to lose them. Make it quick and easy for them to submit their details. Eliminate all obstacles and watch the leads roll in. From there, it is your responsibility to initiate contact and turn that lead into a customer! Looking for help with your landing pages? Let’s chat!