How to Build a Google AdWords Landing Page

Learn best practices for building a high-converting landing page for your Google AdWords or PPC campaign.

Whether you’re looking to generate more leads or increase sales, the work never ends. Having great ad copy and keyword selection is only half the battle.

The other half lies within the design and content of the landing page you are driving visitors to. This is where users will convert and ultimately become customers.


“One page, one goal, one call to action” – A landing page is a stand-alone webpage and should be campaign and ad specific. The content on your landing page should be focused and centered around getting your visitors to complete a single action (or call-to-action). It should not act as your website, nor should it be supplemented by your home page.

Key Elements of a Google AdWords Landing Page

Here are five key elements of a successful Google AdWords landing page:

1. Headline Message

The headline on your landing page should match the ad copy (message) that the user clicked. This is also referred to as "message matching” which we will cover later in this guide. Your headline message should do three things:

1. Grab the visitor’s attention

2. Be informative (helping visitors understand your product or service)

3. Short and simple (10 to 15 words max)

Also be sure to include a sub-headline (supporting tagline) that can provide more clarity or context to the headline message.

2. Unique Value Proposition (Selling Point)

Your unique value proposition (UVP) is one of the most critical components of your Google AdWords landing page. Your UVP is a clear and concise statement that communicates the value and benefit of your offer to potential customers, and it should communicate how your product or services solve the challenges they are facing.

A good unique value proposition does the following:

• Breaks down your product or service offering to its most basic level

• Help visitors understand why they should care about your product or service

• Sets clear expectations on what they will get from your product or service

Pro-Tip: Highlight the key benefits

The key benefits of your offer should serve as a more detailed description of your unique value proposition (or selling point). It’s more than just a list of features or a few supportive paragraphs. Your features describe what your product or service does, the key benefits describe how you solving a problem (or challenge) your target customer is facing.

3. Visual Elements

Visual elements are key to helping your landing pages visitors better understand what your offer is or what it looks like. They say "seeing is believing", and when it comes to your landing page, quality visuals can be very instrumental in getting your target customer to believe in your product or service.

Keep in mind that whatever form of media you to decide to incorporate into your landing page design (whether it’s images or video) should serve as a complimentary piece to your unique value proposition and key benefits.

Pro-Tip: Video is king

As digital marketing continues to evolve, there is constantly more trends favoring video and data to back that up. Recent studies show that adding a product or promo video to your landing page can increase your conversion rate by over 70%. 

4. Social Proof

Social proof (often referred to as informational social influence) can be defined as the positive perception that’s built up once a user discovers that other people have used or benefited from a particular product or service.

The "proof" factor is the idea that if other individuals (or organizations) we trust validate it, then it must in fact be true.

Here are 9 of the most common forms of social proof:

• Testimonials from customers and clients 

• Ratings and reviews from trusted resources

• Celebrity or influencer endorsements

• Badges, seals, or certifications

• Media logos (for example “as seen in”)

• Subscriber or user counts

• Social connections or social shares

• Client lists

• Test results

• Live conversion or purchase feeds

Pro-Tip: Revisit your selling point

This isn’t mandatory in order to have a good or effective landing page, but in certain scenarios in can be valuable (especially for landing pages that are longer in length). A simple reinforcement statement at the end of your landing page can be that final push the visitor needs to convert on the call-to-action (CTA).

5. A Single Call-to-Action (Conversion Goal)

A call-to-action (CTA) is a short and clear instruction given to your audience that encourages them to take a prompt action. It’s best to have only one call-to-action for your landing page (or conversion goal).

Your call to action can either be a form (or checkout) that users puts their information into, or a standalone button on a click-through page. Everything on your landing page should revolve around the call to action as it’s the most critical component in getting visitors to convert. 

A key factor to your landing page’s success is the location and placement of your CTA. Here’s a few rules to live by for the placement of your call-to-action:

• Never place your CTA in a busy or cluttered area

• Make sure the CTA is a different color from the background

• For longer pages use more that one CTA to divide it into different sections

• Place it above the fold or below the social proof section of your landing page

• Use directional cues to guide the user to the CTA

• Always run split test to see where on your landing page does your CTA convert best

Pro-Tip: Optimize your CTA with split testing

A great way to test and optimize your landing pages is to conduct split test (or A/B test) on your call-to-action. You should test things like the text (copy) you use for your CTA, the color of your CTA button, and the placement of the CTA on your website or landing page. With tools like Landing Lion you can easily duplicate your landing page, make adjustments to your CTA, and run unlimited split test and multivariate tests to see which call-to-action performs best.

In summary, your Google AdWords landing page is the place where your paid advertising efforts finally come to fruition. The five core components above are essential to designing a successful and high-converting landing page. 

Once you are done designing and building your landing page in Landing Lion, continue to test it and optimize it with our built-in conversion rate optimization (CRO) tools like A/B split testing, visitor tracking, and session replay.

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