A well-designed landing page is the secret to driving conversions with Google Ads. In 2025, it’s more critical than ever that your landing page is optimized for maximum performance. With the majority of ad spend going towards wasted clicks, it’s time to take control of your campaigns and start seeing real results.
Imagine being able to turn cold traffic into hot leads, all while increasing your return on ad spend. It’s not magic, it’s just good marketing. And it all starts with a solid understanding of what makes a great landing page.
In this post, we’ll reveal 5 tips to improve your landing pages so that you can crush the conversion metrics and get the most out of your Google Ads campaigns. Plus, we’ll reveal a common mistake that many businesses make that could be wasting thousands of Google Ad dollars.
In today’s digital landscape, your landing page is often the first impression people have of your brand. It’s the difference between making a sale and sending potential customers running for the hills. Marketers and advertisers often struggle to get their landing pages right, resulting in high bounce rates, low conversion rates, and a whole lot of wasted ad spend. It’s a vicious cycle, but one that can be broken with the right strategies and techniques.
High bounce rates are often a sign of a poorly designed landing page. Maybe the messaging isn’t resonating, or perhaps the load times are too slow. Whatever the reason, it’s crucial that you identify the problem and fix it fast.
But you need to remember that bounce rates for paid search can be high overall. According to CXL.com, the average bounce rate for paid search is just over 44%, and for landing pages, it can be between 60-90%. So, when looking at your metrics, if you fall around a 50% bounce rate, that’s considered normal. However, any higher, and you’ve got a problem.
Low conversion rates are another common issue. This can be due to a lack of clear calls-to-action, weak copy, or even a lack of trust indicators. The list goes on, but the point is, there are many reasons why your landing page might not be converting.
This is often an afterthought, but it’s critical in today’s mobile-first world. If your landing page doesn’t look and feel great on mobile, you’re losing out on a huge chunk of potential conversions.
Maybe you’re struggling to balance design and functionality, or perhaps you’re unsure of how to optimize for different devices and browsers. Then there are the more technical aspects, such as page speed and search engine optimization. These might seem like minor details, but they can make all the difference when it comes to driving conversions.
But despite all these challenges, the good news is that creating a high-performing landing page is within your reach.
Here are 5 Google Ads landing page tips to help increase conversions, supported by relevant statistics and research:
Ensure that your landing page directly reflects the promises made in your ad. Consistency between the ad and the landing page message improves relevance and reduces bounce rates. A study by Unbounce found that message match can increase conversion rates by 212%.
Why It Works: When users find exactly what they expect on the landing page, trust is built, and they are more likely to take action.
Source: Unbounce’s Conversion Benchmark Report.
Page load speed has a significant impact on conversions. According to Google, a one-second delay in mobile load times can reduce conversions by up to 20%. This is especially critical for mobile users, who are more likely to abandon a slow-loading page.
Actionable Tip: Aim for load times under 3 seconds by compressing images, using faster hosting, and minifying code.
Source: Google/SOASTA Research, 2017.
The CTA should be clear, easy to find, and focused on a single goal. Landing pages with multiple CTAs can confuse visitors, leading to lower conversion rates. HubSpot found that reducing the number of CTAs from 4 to 1 can increase clicks by 371%.
Actionable Tip: Use contrasting colours, bold fonts, and action-oriented language like “Get Started” or “Claim Your Free Trial.”
Source: HubSpot’s Call-to-Action Strategy Report.
Including testimonials, customer reviews, case studies, or trust badges (e.g., security certifications) can significantly boost credibility and conversions. Nielsen reports that 92% of consumers trust recommendations from peers or other users over branded content.
Actionable Tip: Feature logos of well-known clients, certification badges, or user testimonials above the fold.
Source: Nielsen’s Global Trust in Advertising Survey.
Conversion rates drop drastically when forms are too long or require excessive information. Research by HubSpot found that reducing form fields from 4 to 3 can increase conversions by 50%.
Actionable Tip: Ask for essential information only. If more details are needed, gather them at a later stage in the funnel.
Source: HubSpot’s Form Length Study
One huge mistake that many businesses make that is costing them thousands of dollars on their Google Ads is having their homepage as their landing page.
I’ve seen companies countless times use their homepage as the landing page and this is a huge mistake for many reasons. But there are three main reasons:
Your homepage is going to show viewers everything they need to know about your business which is great for a homepage. But when directing people to your homepage from a specific ad, you need to match your landing page with your ad copy. Sending people to your homepage is only going to confuse them.
For example, if a sporting goods store is running Google Ads on hockey sticks, but when the customer clicks, it goes to the homepage which shows basketballs, skates, baseball bats, and tennis rackets, the chance of bounce is going to increase than if they went to a landing page showing just hockey sticks.
Remember, with Google Ads, you pay per click. So, when someone clicks on your website, that’s when the charge happens. Therefore, as soon as that click happens, you want that person to convert as quickly and easily as possible with a clear CTA.
On a homepage, you’ll have distractions like About Us, Services, Location, and other pages that let the user click around and prevent the conversion.
When someone converts on your website through the contact form or your lead magnet, you might be tracking them as a homepage lead. If you use your homepage as your landing page for your Google Ads, you won’t be tracking them any differently. Hence, you won’t be able to track the customer journey or segment them into a paid search funnel. Plus, you won’t be able to properly gauge the lifetime value of that customer and use it to properly determine the return on investment for your Google Ads.
To create a winning landing page that drives insane conversions, simply follow the five expert tips mentioned above. Ensure your ad copy aligns perfectly with your landing page content, optimize for lightning-fast speed, and craft a strong, singular call-to-action that’s impossible to ignore. Don’t forget to include social proof and trust signals to build credibility and keep your forms short and focused to minimize friction.
By implementing these strategies, you’ll be on your way to transforming curious visitors into loyal customers. For more advice on maximizing your online presence, contact Numero Uno Web Solutions today!
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