Your PPC landing pages play a huge role in the Google Ads auction, as well as helping customers convert once you’ve got users to your site.
Improve your Quality Score, reduce your cost per click (CPC), and increase conversions with our 7 tips to improve your PPC landing pages.
1. Speed Up Your Page Load Time
If your landing page is slow, users will bounce before they even see your offer. A fast website improves both user experience and ad performance.
- Optimise image sizes (read our image optimisation guide)
- Minimise CSS, JavaScript, and HTML
- Use a Content Delivery Network (CDN) to serve your content faster globally
Try Google PageSpeed Insights or GTmetrix for actionable suggestions.
2. Improve Your Core Web Vitals
Core Web Vitals are Google’s way of measuring how good your user experience is. The better your scores, the better your page performance (and potential ranking).
Here’s how to improve the key metrics:
- Largest Contentful Paint (LCP): Preload key content like hero images, and lazy-load the rest.
- Interaction to Next Paint (INP): Optimise and delay JavaScript so your page responds quickly.
- Cumulative Layout Shift (CLS): Avoid unexpected layout shifts by reserving space for images and videos.
3. Integrate Your Google Ads Keywords
Google considers how well your landing page matches the user’s search query.
One metric that indicates this (amongst other influencing factors) is through the landing page experience metric. Find this in Google Ads under the “Landing Page” column.
If any keywords are low for landing page experience, incorporate them naturally throughout the page.
- Use your main keyword in the page title, H1, and meta description
- Naturally include related search terms throughout the page
- Prioritise keywords that show as Below Average for ad relevance – these need extra attention
- Avoid keyword stuffing – the copy should feel natural and helpful
4. Be Mobile-First
More than half of web traffic is on mobile, so it’s essential to consider this device type.
- Use responsive design that adjusts to all screen sizes
- Make buttons large enough to tap (at least 48x48px)
- Avoid full-screen pop-ups that block content
- Keep forms short and simple
5. Simplify the Design
A cluttered page overwhelms visitors. Keep it clean and focused to guide users toward your goal.
- Use whitespace to give page elements room on the page
- Write concise, clear copy with a strong visual hierarchy
- Limit animations and large files that slow your site
You can A/B test different layouts to see which performs better.
6. Link Strategically
Links help users explore further, but avoid using too many as these can distract from your call to action.
- Add internal links to related resources, like FAQs or product pages
- Use external links sparingly to credible sources (open in a new tab)
- Ensure links support your content, not distract from it
7. Optimise Your Calls-to-Action (CTAs)
Make it obvious, compelling, and easy to click.
- Using action-focused text like “Buy Now” or “Book a Free Demo”
- Making the button bold and in a contrasting colour
- Placing the CTA above the fold, and repeating it further down the page if needed
Need help optimising the landing pages of your ads? Get in touch with Atelier’s PPC and website design experts.
FAQs – How to Optimise Your PPC Landing Pages
Why is landing page speed so important for PPC performance?
Fast-loading pages keep users from bouncing and improve your Quality Score in Google Ads. This reduces your cost per click (CPC) and can boost the number of conversions.
What are Core Web Vitals, and how do they affect my PPC landing pages?
Core Web Vitals are Google’s metrics for user experience. Good scores (for LCP, INP, and CLS) mean better page performance, higher rankings, and stronger ad performance.
How do I align my landing page with my Google Ads keywords?
Include your main keywords naturally in the page title, headings, meta description, and body text. This improves your landing page experience score.
What makes a landing page mobile-friendly?
A mobile-optimised page should be responsive, load quickly, have tap-friendly buttons, and use simple forms. With most traffic now on mobile, this is crucial for conversions.
How should I structure the design of my PPC landing page?
Keep it clean and focused. Use whitespace, clear headings, and concise copy to guide users toward your main goal, like filling out a form or making a purchase.
What’s the best way to create high-converting calls-to-action (CTAs)?
Make CTAs bold, visible, and action-oriented. Use language like “Book a Demo” or “Donate Now,” and place your button prominently on the page, ideally above the fold.