A landing page is the page someone arrives on after clicking an advert. For a small business, it is usually where a paid click either becomes an enquiry or is wasted. You do not need a separate page for every advert, but you do need a page that finishes the conversation the advert started.
Here is the checklist we use when reviewing landing pages for clients running Google or Meta ads, with a note on what we expect to change in 2027.
Before the page: the basics
1. One page, one job. Decide the single action you want: call, book, request a quote. Everything on the page should support it.
2. Message match. The headline should repeat the promise of the advert in plain words. If the advert says “same-week boiler servicing in Ashford”, the page should say that too. Google’s Quality Score includes landing page experience, described as how relevant and useful your page is to people who click (Google Ads Help: Quality Score).
Above the fold
3. Say what, where and for whom. Visitors should know within a few seconds whether you are right for them.
4. A clear next step. One main button or phone number, visible without scrolling on a phone.
5. Proof close to the ask. Reviews, accreditations, logos of real clients or photos of real work. Only show proof you can verify. UK law bans fake reviews and misleading use of reviews (GOV.UK: CMA fake reviews guidance).
The rest of the page
6. Answer objections. Price guidance if you can give it, how quickly you can start, what happens after they enquire, and the area you cover.
7. Short forms. Ask only for what you need to reply. Every extra field costs enquiries.
8. Fast on a phone. Most ad clicks, especially from Meta, are on phones. Google’s Core Web Vitals targets are a good yardstick: main content within 2.5 seconds, responses to taps within 200 milliseconds, and no jumping layout (web.dev: Web Vitals).
9. Remove distractions. Big menus and links to unrelated pages pull people away. Keep navigation light.
After the click
10. Track the action. Record form submissions and calls as conversions in Google Ads, Meta and Google Analytics. Make sure your cookie banner and Google’s consent mode are set up together (Google Ads Help: consent mode).
11. Reply fast. A landing page that produces enquiries nobody answers is still a waste. An instant confirmation and a quick human reply make a difference; see our automation and lead handling service.
12. Test one change at a time. Headline, proof, form length or button wording. Change one thing, wait for enough data, then decide.
Google ads and Meta ads: what differs
- Google: people are searching, so they arrive with a specific need. Match the search, get to the point and make it easy to call.
- Meta: people were scrolling, so they arrive less sure. They usually need more explanation and more proof before they act.
For more on running both, see our Meta ads management and PPC management pages.
What we expect to change in 2027
These are expectations based on announced changes, not facts:
- Your page writes part of the advert. Google’s AI Max for Search can create ad text from your landing page copy and can send clicks to a different page on your site through final URL expansion (Google Ads Help: about AI Max). We expect every service page to need to work as a landing page, not just the ones you chose.
- More automated checks of landing pages. OpenAI documents OAI-AdsBot, which visits landing pages submitted as ads on ChatGPT to check them against its policies (OpenAI: crawlers). We expect clear, policy-safe pages to matter on more platforms.
- Simpler consent for some analytics. The ICO says the Data (Use and Access) Act 2025 allows some cookies, such as some used for statistics, without consent (ICO). We expect cleaner measurement for small sites once banners are updated, but advertising cookies still need consent decisions made properly.
Where to go next
If your adverts get clicks but not enquiries, our conversion rate optimisation work starts with exactly this checklist. Or book a free 30-minute call and we will look at your landing page with you.
FAQs
Do I need a separate landing page for each advert?
No. You need a page that matches what the advert promised. A well-built service page can do that.
What makes a good landing page?
A headline that matches the advert, a clear next step, real proof, answers to the obvious questions, a short form and fast loading on a phone.
Should a landing page have a menu?
Keep navigation light. A full menu gives people reasons to leave before they enquire.
How long should a landing page be?
As long as it needs to be to answer the questions people have before they act. Search visitors often need less; social visitors often need more.
How do I know if my landing page is working?
Track enquiries as conversions and compare the conversion rate and cost per enquiry before and after each change.