The Anatomy of Great PPC Landing Pages that Convert

Editor's Note: This post was originally published in July 2016, and it's been updated with additional content in July 2022.

Let's get it out of the way right off the top: the #1 PPC landing page mistake is sending ad campaign visitors to a homepage. And yet we still see it all the time.

But facts are facts, and a well-architected landing page is much more likely to convert visitors into leads. The good news is a great landing page isn't complicated or hard to create. For our latest digital marketing video, we put together some information on paid search advertising and building a landing page with a PPC strategy.

PPC: How to Create a Landing Page That Converts

What is a PPC Landing Page?

PPC (pay-per-click) is a marketing tactic where advertisers bid on specific keywords and pay a fee whenever their ad is clicked.

A landing page for PPC is the webpage users land on once they’ve clicked on the ad. PPC ads are highly targeted and appeal to specific demographics and customer profiles.

And as a result, these best converting landing pages need to complement the search ad. If you didn't, then you could accidentally send potential customers to random pages that have nothing to do with the ad they just clicked on.

If your goal is to boost brand awareness, you can have the ad take searchers to an already existing business home page. But if you have a more specific goal, like generating leads, you should send customers to a signup page, form, or a page where they can download reports and case studies by giving you their email address.

Building a dedicated PPC landing page requires more time and resources, but it can provide your business with invaluable results like higher conversion rates. In fact, placing a lead magnet on a custom landing page will generally yield an 8% to 20% conversion rate, compared to just 1% to 3% when placing it on a homepage.

Benefits of PPC Landing Pages

PPC landing pages are designed to drive conversions by focusing visitor attention, aligning with ad intent, and delivering a seamless user experience. Here are the key benefits that make them essential to any paid campaign.

1. Higher Conversion Rates

PPC landing pages are laser-focused on a single goal—whether it's lead generation, product sales, or sign-ups. This clarity encourages users to take the desired action with fewer distractions.

Custom landing pages aligned with your ad copy and user intent can double or triple your conversion rate compared to sending traffic to a homepage.

2. Improved Ad Relevance & Quality Score

Search engines like Google assess the relevance of your landing page in relation to your ad. That’s why paid search landing pages must feel directly relevant to the ad they follow.

• Increases your Quality Score
• Lowers cost-per-click (CPC)
• Improves ad position

3. Clearer User Journey

A well-structured PPC landing page removes unnecessary navigation or links that could lead users away from converting. This minimizes friction and creates a streamlined path to conversion.

📌 Example: A landing page for a “Free Consultation” ad should only focus on explaining the benefits of the consultation and prompting users to fill out the form.

4. A/B Testing Opportunities

Landing pages make it easy to test:

• Headlines
• Images
• CTAs (Call-to-Actions)
• Forms
• Copy variations

This helps continuously optimize performance based on real user behavior.

5. Customized to Buyer Personas

PPC landing pages can be customized for different buyer personas or target segments. This ensures the offer resonates with your audience and speaks directly to their goals.

Personalized content improves engagement and builds trust quickly.

6. Supports Better Analytics & Tracking

Landing pages are ideal environments for:

• Conversion tracking
• Event monitoring
• Funnel analysis

You get clearer insights into what's working and what’s not.

7. Localized & Industry-Specific Messaging

If you're targeting different geographic regions or industries, landing pages can be localized in language, tone, and content, boosting relevance and connection.

PPC Landing Page vs Webpage

A PPC landing page is a highly focused, standalone web page created specifically for a paid advertising campaign. Its primary goal is to drive a single action, such as filling out a form, signing up, or making a purchase, by matching the ad’s message and user intent. These pages are streamlined, often with minimal navigation and distraction-free design, to guide visitors toward conversion. They include only the critical elements needed to keep the user engaged and moving toward your conversion goal. They're also optimized for tracking, A/B testing, and performance measurement, making them essential for maximizing the ROI of your PPC spend.

In contrast, a standard webpage—like a homepage or services page—is designed for broader purposes such as educating visitors, providing general information, and supporting SEO. These pages include multiple navigation paths, a variety of content, and often speak to several audiences at once. While informative, they typically aren’t optimized for direct conversions and can lead to higher bounce rates when used in PPC campaigns. To get the most value per click, using a purpose-built landing page that aligns with your initial ad is far more effective.

PPC Landing Page vs Other Landing Pages

A PPC landing page is built with one clear goal in mind: converting traffic from paid ads, like Google Ads or social media campaigns, into leads or sales. These pages are tightly aligned with the ad copy, keyword intent, and audience targeting. They are distraction-free, with minimal navigation, a strong call-to-action (CTA), and are often A/B tested to continuously improve performance and ROI.

On the other hand, other landing pages—used in email marketing, SEO, or event promotions—may serve broader goals. They often include different elements depending on the source of traffic or purpose, such as offering downloadable resources or driving webinar registrations. These pages may be more flexible in layout or messaging, but they're not always optimized for paid conversions.

For PPC campaigns, using a well-optimized landing page is critical. It ensures that your messaging matches what users expect after clicking the ad and helps drive action without distractions. To track how well these pages perform, tools like Google Analytics give you valuable insights into bounce rates, session duration, and on-page behavior.

Elements of a Great PPC Landing Page

A successful PPC landing page is laser-focused on one goal: converting visitors who arrive from your paid ads. Unlike a general webpage, it’s not about offering options—it’s about guiding users clearly and quickly toward a single, valuable action. Here's what makes a great one:

Attention-Grabbing Headline

Your headline is the first thing visitors see—it must immediately confirm relevance by reflecting the ad copy they clicked. It should communicate the main value or solution your offer provides.

Persuasive Subheadline

The subheadline adds context to the headline by reinforcing the benefit or offering more detail about your unique value proposition. This is your chance to build interest and encourage the user to keep reading.

Clear & Compelling Call-to-Action (CTA)

A great landing page features one primary CTA—whether it’s “Download Now,” “Get a Quote,” or “Schedule a Demo.” It should be visually prominent, repeated as needed, and action-oriented.

Best practice: Use buttons with contrasting colors, and make the benefit clear (e.g., “Get My Free eBook” vs. “Submit”).

Clean, Visual Design

The design should be clean, distraction-free, and visually aligned with your brand. Use relevant images or short videos to support your message, create emotional appeal, and help communicate complex ideas quickly.

Benefit-Focused Copy

Your landing page copy should be clear, concise, and centered on what the user gets out of the offer. Instead of listing features, explain how it solves their problem or makes their life easier. Use bullet points to improve readability.

Trust Builders (Social Proof & Credibility)

Incorporate trust elements such as:

• Testimonials or Reviews
• Client Logos
• Security Badges or Guarantees
• Certifications or Awards

Source: JustinWelsh
These help reduce friction and reassure visitors that they’re making a safe, smart decision.

Simple, High-Converting Form

If your goal is lead generation, your form should ask for only the minimum necessary information to reduce abandonment. Keep it above the fold if possible, and offer an incentive for completion (e.g., free download, instant quote, bonus content).

Message Match with Ad Copy

A seamless message match between the ad and the landing page builds trust and reduces bounce rates. If your ad promises “50% off web design services,” your landing page should open with that exact offer.

Mobile Responsiveness

More than half of PPC traffic comes from mobile devices. A great PPC landing page must be mobile-friendly, with:

• Fast load times
• Easy-to-click buttons
• Optimized forms for small screens

Source: HubSpot

Fast Page Load Speed

Speed is essential. A delay of even 1 second can reduce conversions by up to 7%. Optimize images, compress code, and use fast hosting to ensure performance.

No or Minimal Navigation

To keep users focused on converting, PPC landing pages should remove top menus, footers, and external links. The goal is to guide, not distract.

A/B Testing Capability

The best landing pages are never “set and forget.” Ongoing A/B testing of elements like headlines, CTA buttons, form placement, and images can drastically improve conversion rates over time. This ongoing optimization process improves results by using real data to inform decisions.

Optional Enhancements:

• Countdown timers to add urgency
• Personalization based on audience or location
• FAQ sections to preempt objections and support decision-making

These strategies, when implemented together, can help you create landing pages that not only look good but also perform at the next level, turning ad clicks into real business results.

Download the Ultimate PPC Landing Page Checklist

What is a Good Landing Page Conversion Rate for PPC?

The conversion rate is the number of people who completed your desired action (made a purchase) divided by the total number of visitors.

A decent conversion rate is crucial for a successful paid search strategy. After all, if the people who are viewing your ads aren’t making any purchases, then what have you achieved?

But what exactly is a good conversion rate – is it 3%, 10%, or 25%?

According to data across industries, the average conversion rate was around 2.3%. However, the best examples of landing pages that convert achieved conversion rates of 5.3% and higher.

Ideally, you want your landing page to convert around 11.45% of website visitors.

By optimizing your PPC landing page correctly, you’ll be able to maximize the money you spend on your paid search ads.

But how do you encourage visitors to take action?

Here’s where you can get more conversions with an effective landing page:

How to Create a High-Converting Landing Page

Creating a perfect landing page that converts requires a strategic approach. Follow these steps to maximize your landing page's effectiveness:

1. Identify Customer Personas

Like any marketing technique or strategy, understanding who is interested in buying from you is as important as your product or service. Think about it like fishing: you wouldn't fish in a lake without researching what type of fish live in the lake – you need to know which bait to use! Bass bait won't help you catch fish in a lake full of muskies. Landing pages are like bait, so in order to catch your dinner, you need to understand what type of fish are out there.

Once you've identified the types of customers you're after, you'll have more information with which to build a landing page catered perfectly to your core target audience.

2. Define A Goal

Homepages aren't optimal landing pages because, by definition, they consist of general information and act as the gateway to pages containing more specific details. Every landing page should have its own goal – if that means creating multiple pages for the same marketing campaign based on the different outcomes you desire, that's a much better option than directing every campaign to your homepage.

Landing page goals can include capturing email addresses, actually selling products or services, getting visitors to fill out a survey, or even referring your business to a friend. Any action you want your potential customers to take is considered a goal and can and should be turned into a landing page!

3. Target Keywords

Converting landing pages for PPC should match the target keywords you’re bidding on, and they should deliver on the promise in the copy. For example, if you’re targeting customers who are looking for the best “Christmas deals,” don’t send them to a page on “10 must-cook meals for Christmas.” This is incredibly misleading, and the page won’t provide value to readers.

4. Design For Conversion

There are several keys to designing a landing page with conversion in mind. The first is to remove everything on the page that could distract visitors from your main message (so things like your navigation bar and links to other pages should go right out the window). Next, ensure your headline – which should make your main message clear – should be the largest text on the page. The headline also needs to connect directly back to the ad or email campaign that sent visitors to the page. Copy should be kept short, and, when possible, or short video or at least a custom image can increase conversions.

Finally, we come to the lead capture form, which is extremely important because if it doesn't work properly or it confuses visitors, all the hard work you've done to this point means nothing. The form should be short and sweet: the more hoops a potential lead is required to jump through, the less likely they are to convert.

5. Create a Captivating Message

Once you've completed all the above steps, it’s now time to craft a captivating message that’ll resonate with the people who visit your site. Your message should contain eye-catching visuals and encourage visitors to take your desired action – sign, download something, make a purchase, etc.,

Here are some tips you can use:

• Craft an exciting headline that captures the attention of readers. Ensure it also showcases what you want to sell.
• Incorporate attention-grabbing visuals that will make your product, service, or offer more appealing.
• Consider which stage of the customer journey your visitors are in when crafting your message. This way, you can encourage them to take action effectively.
• Ensure you show visitors the benefits of your product or service – instead of the features you offer. In other words, how will your product or service solve their problems?
• Do some research and determine what uneasiness visitors might have about what you’re offering, and ensure your copy solves these issues.
• End the copy with an encouraging call to action.
• Ensure your sign-up process and forms only require basic info like email address and name.

6. Build Trust

Visitors are more likely to take action if your landing page is trustworthy, credible, and transparent.

You can boost trust by optimizing on-page factors like ensuring your page loads quickly, has error-free content, high-quality visuals, and more.

But you can also encourage visitors to trust your offer by including the following on your landing page:

• All the big-time clients you’ve worked with
• Customer reviews and testimonials
• Case studies
• Certifications and awards

Adding these elements to your landing page will inform readers about your brand, who you are, and what you’re selling. This way, they have fewer hesitations about buying your product online or taking any other desired action.

For example, you can offer 100% money-back guarantees to reassure people that they’ve got nothing to lose by trying out your product or service.

If you're offering a free trial or freemium option, you can encourage visitors to sign up by letting them know that they don’t need to enter their credit card details.

Additionally, you can ensure visitors that their email addresses and other information won’t be distributed or used for marketing purposes that they don’t agree with.

7. Ensure your Page is Mobile Friendly

Did you know that mobile search has taken over desktop search?

In fact, desktop web browsing traffic has decreased to 48.7%.

As a result, it’s crucial to ensure that your landing page that converts is mobile-friendly and operates efficiently for mobile users.

Smartphones are becoming more and more predominant in ecommerce. As a result, it’s imperative to invest in mobile-friendly web pages.

Additionally, you should note that the design for mobile is different from the desktop design. For example, you should replace desktop forms with a click-to-call button. But if you do want to collect visitor info, you should include a simple, short form that’ll collect basic information. You’ll also need to ensure that the mobile page is easy to navigate, all the buttons can be seen and used, images load properly, and more.

8. Measure Landing Pages

The goal of the highest-converting landing page is to convert as many visitors into new customers as possible. Since it's a fact that some high-converting landing pages will perform better than others, depending on how well their conversion design convinces customers, measurement is an extremely important part of the process. Ensure you measure and test multiple landing pages for the same goal against each other – and then use the one that gets the best results!

9 Common PPC Landing Page Mistakes and How to Fix Them

Even well-targeted ads can underperform if the landing page doesn’t support conversion. Here are some common PPC landing page mistakes and how to avoid them:

1. Mismatch Between Ad and Landing Page

What’s going wrong: If your ad promotes a “Free eBook on Marketing Trends,” but your landing page leads with a generic headline like “Welcome to Our Website,” users get confused or frustrated. This disconnect breaks the flow of the user journey.

Why it matters: Google looks at landing page relevance for Quality Score, which affects your cost-per-click and ad positioning. Misalignment can also damage trust.

How to fix it: Mirror your ad’s headline, offer, and tone on the landing page. If your ad mentions a specific benefit, make that benefit clear within the first section of your landing page.

2. Too Many Distractions

What’s going wrong: A landing page with menus, sidebar links, unrelated offers, or multiple CTAs can overwhelm the visitor. Instead of converting, they may click away or get lost.

Why it matters: Every additional link is a potential exit point. Too many options dilute the user’s focus and reduce conversions.

How to fix it: Strip the page down to its essentials. Remove navigation, limit the use of outbound links, and use a single, strong CTA. Think of your landing page as a conversion funnel — keep users moving forward.

3. Slow Page Load Speed

What’s going wrong: If your landing page takes more than 3 seconds to load (especially on mobile), you risk losing a large chunk of your paid traffic before the page even appears.

Why it matters: A slow page not only frustrates users but also lowers your Google Ads Quality Score, making your ads more expensive and less competitive.

How to fix it: Compress images, minimize code (HTML/CSS/JS), use lazy loading, and leverage caching. Use tools like Google PageSpeed Insights or GTmetrix to diagnose specific issues.

4. Weak or Unclear CTA

What’s going wrong: If your CTA says “Submit” or is hidden at the bottom of the page, users may not know what action to take.

Why it matters: Your call-to-action is the tipping point between visitor and lead. If it’s not clear, visible, and compelling, conversions will drop.

How to fix it: Use action-driven language (“Get My Free Trial,” “Download Now,” “Start Saving Today”) and place your CTA above the fold and throughout the page where appropriate. Test different designs, colors, and positions for the button.

5. Asking for Too Much, Too Soon

What’s going wrong: If your form asks for name, company, phone, job title, budget, industry, address, etc., right out of the gate, it creates friction and can deter users.

Why it matters: Long forms lower conversion rates, especially if the perceived value of the offer doesn’t justify the information requested.

How to fix it: Only ask for what you absolutely need to qualify the lead at that stage. If the offer is low-commitment (like a free guide), stick to name and email. Use progressive profiling later if needed.

6. Not Optimized for Mobile

What’s going wrong: A landing page that looks great on desktop might be clunky, hard to navigate, or slow on mobile.

Why it matters: Over 50% of PPC traffic comes from mobile devices. A poor mobile experience can wipe out your investment in paid ads.

How to fix it: Use responsive design, test the page across devices, and make sure CTAs and form fields are easy to click and fill with a thumb. Mobile-friendly pages also perform better in Google Ads and organic search.

7. Lack of Social Proof or Trust Signals

What’s going wrong: If you don’t show users that others trust or value your offer, they may hesitate — especially if they’ve never heard of your brand before.

Why it matters: Trust is critical, especially in competitive industries. Social proof builds confidence and reduces anxiety around taking action.

How to fix it: Add testimonials, case studies, star ratings, client logos, trust badges (SSL, secure checkout, BBB, etc.), and even user count (“Join 1,200+ marketers who’ve downloaded this guide”).

8. Not Using A/B Testing

What’s going wrong: Relying on a single version of a landing page means you’re guessing what works best. Without testing, you’re likely leaving conversions on the table.

Why it matters: Even small changes (like a different CTA color or headline tweak) can significantly impact conversion rates.

How to fix it: Use tools like Google Optimize, VWO, or Unbounce to run A/B or multivariate tests. Start with testing headlines, images, form layouts, and CTA text. Track results and iterate for continuous improvement.

9. Lack of Clear Value Proposition

What’s going wrong: If your landing page just lists features or talks about your company instead of what the user gains, you’re not giving them a reason to stay or convert.

Why it matters: Users need to quickly understand: “What’s in it for me?” A strong value proposition differentiates your offer and hooks attention.

How to fix it: Lead with a clear headline and subheadline that highlight a key benefit, outcome, or pain point. Use supporting bullets to explain how your offer solves the visitor’s problem or improves their situation.

PPC Landing Page Examples

All screenshots and brand assets are the property of their respective owners and are used here under fair use for educational and illustrative purposes only. No affiliation or endorsement is implied.

1. Shopify – Start a Store for $1/Month

Source: Shopify

What Shopify Does Right:

• Clear Value Proposition: “Bring your ideas to life for $1/month” is concise, benefit-led, and aligned with PPC keyword intent.
• Low-Friction Offer: The $1/month deal with no credit card required reduces commitment anxiety.
• Clean, Trustworthy Design: Spacious layout, soft gradients, and strong brand identity make it visually inviting.
• Brand Trust Signals: Logos of recognizable clients (e.g., Kylie, Leesa, Crate&Barrel) add instant social proof.
• Single CTA Focus: “Start free trial” is clearly the action they want users to take.
• Benefits Highlighted with Icons: Features like customizable templates, all-in-one solution, and security are visually and quickly digestible.

2. Wise – Send Money Worldwide

Source: Wise

What Wise Does Right:

• Strong Headline with Global Appeal: “Connect Your Money Worldwide” is direct and benefits-focused for PPC audiences.
• Visual Reinforcement: The video preview of a woman successfully sending money (with amount overlay) builds emotional and functional trust.
• Multiple Trust Signals:
  • App store reviews
  • Partnerships (e.g., JPMorgan Chase)
  • Global transaction statistics
• User-Friendly Navigation: Buttons like “Send money now” and “How our transfers work” offer a primary and secondary CTA.
• Focused Above the Fold: Everything important (value prop, CTA, proof) is visible immediately.

3. Wistia – Video Software Signup

Source: Wistia

What Wistia Does Right:

• Form-First Design: Perfect for lead-gen PPC traffic—users land and immediately see how to sign up.
• Multi-Option Signup: Google and Microsoft login options streamline the experience.
• Minimal Distractions: No unnecessary navigation; the user is focused solely on creating an account.
• Reinforces Value in Headline: “Get more from your videos” clearly speaks to Wistia’s core benefit.
• Compliance & Trust: TOS and Privacy Policy are linked right below the form, addressing user hesitation around sharing info.

4. Talkspace – Online Therapy

Source: Talkspace

What Talkspace Does Right:

• Emotional, Empathetic Headline: “Space to figure things out” resonates with users looking for mental health support.
• Clear Feature Bullets: Accessibility, licensed therapists, flexible pricing—all highlighted before scrolling.
• Human Connection: Strong use of imagery—therapist portraits and testimonials build emotional trust.
• Call to Action Variants: “Get Started” and “Check Your Coverage” cover both direct and informational user intents.
• Step-by-Step Section: “How Talkspace works” provides clarity and reduces perceived friction or confusion.

5. Landbot – AI Chatbot Generator

Source: Landbot

What Landbot Does Right:

• Conversational Hook: Mimics chatbot interaction visually to show product function right away.
• Dual CTA Options: “Try for free” and “Get a demo” appeal to both self-serve and sales-qualified leads.
• Social Proof: Meta badge and logos from major brands like Coca-Cola and Nestlé boost trust.
• No Barriers to Entry: “No credit card required” and “No coding needed” reduce perceived effort.
• Product-Purpose Alignment: Messaging and visuals match the PPC ad intent (automate, convert, support).

6. Zoom – AI Companion

Source: Zoom

What Zoom Does Right:

• Keyword-Driven Copy: Phrases like “AI Companion” and “AI-first work platform” cater to intent-based ad traffic.
• Clear CTA Pathways: “Plans & pricing” and “Discover Zoom Workplace” guide visitors toward action based on their level of readiness.
• Human Imagery with Product UI: Combines real users with product overlays to show realistic usage.
• Trust Through Simplicity: Clean, white space-heavy design promotes a calm, credible experience.

7. Netflix – Signup Page

Source: Netflix

What Netflix Does Right:

• Bold, Instant Value Prop: “Unlimited movies, TV shows, and more” addresses what most users care about immediately.
• High Visual Impact: Familiar show thumbnails as background instantly engage fans and new users alike.
• One-Field Form: Frictionless conversion with just an email field and a red CTA (“Get Started”).
• Low Commitment Messaging: “Starts at R49. Cancel anytime.” lowers perceived risk, perfect for PPC.

Is AI Useful for A/B Testing Paid Search Landing Pages?

Yes, AI is highly effective for A/B testing landing pages. Traditional A/B testing relies on manual setup, hypotheses, and waiting for statistical significance, which can take time and resources. AI accelerates this process by analyzing user behavior in real time and automatically identifying which variations perform better, whether it's a headline, CTA button, image, or layout. AI can also run multivariate tests, adjusting multiple elements at once, and optimizing based on user segments or traffic sources. This leads to faster insights and more impactful results without the guesswork.

How Does AI Impact Conversion Rates on Google Ads?

AI significantly maximizes conversion rates on PPC landing pages by delivering more relevant, personalized experiences. It can dynamically adjust page content based on user data, like location, device, time of day, or even past behavior, ensuring each visitor sees messaging that resonates with them. AI also helps identify patterns and behaviors that indicate high intent, allowing for smarter targeting and page variation. Additionally, AI-powered chatbots or predictive content blocks can keep users engaged and guide them more effectively toward your conversion goal. As a result, businesses leveraging AI in their PPC landing pages often see improved ROI and lower cost per conversion. To learn how AI can support your landing page performance, speak to an expert at WSI or request your preliminary AI assessment today.

We Can Help Create High-Converting PPC Landing Page Content

If you're investing in paid advertising, your landing pages shouldn't be an afterthought. At WSI, we’re landing page experts who understand how to structure, write, and optimize PPC landing pages that convert.

Whether you need support with ad copy alignment, improving user experience, or designing pages for maximum engagement and conversions, our global team combines data-driven strategy with local market insights to deliver measurable results.

WSI has helped thousands of businesses like yours create high-performing landing pages that support real business outcomes—more leads, better ROI, and smarter marketing decisions. 

Let WSI’s experience work for you and speak to an expert—because great PPC landing pages don’t just look good; they convert.