Before running ads, check whether the landing page explains your offer, answers practical questions, and gives visitors a working way to contact you.
Before running ads: match the landing page
If an ad promotes a particular service, send people to a page about that service. A general homepage may leave them searching for the information the ad promised. Keep the offer, location, and next step consistent.
You do not need a crowded landing page. A clear heading, relevant details, credible examples, and a useful call to action are a better starting point than a long page that never explains the actual offer.
Make contact easy on a phone
Many visitors will arrive on a mobile device. Check that the page fits the screen, the phone number is tappable, and the form does not ask for unnecessary information. Test the route yourself from the landing page through to confirmation.
Make sure enquiries reach a monitored inbox or account. Decide who follows up and what information they need. A working form is only part of the journey; someone still needs to respond to the customer.
Decide what a useful conversion means
Choose the action that matters to the business: a completed enquiry, a booking, or a purchase. Clicks on a button can be useful to observe, but they are different from a successfully submitted form.
Google Ads supports conversion measurement for valuable customer actions. Set up and test the relevant measurement before using it to make spending decisions. Review account permissions and the privacy requirements that apply to your audience.
Prepare a small, clear test
Define the service, target audience, campaign objective, and budget before launching. Keep the first test focused enough to understand what is happening. Spreading a limited budget across many offers can make the results difficult to interpret.
Record what you change and when. Review search terms, placements, landing-page behavior, and enquiry quality where those reports are available. Avoid making several unrelated changes and then guessing which one mattered.
Review the quality of enquiries
A low cost per click is not the same as a useful customer enquiry. Ask whether the people contacting you need the service, are in the area you serve, and understand the offer. Keep a simple record of the outcome.
Use those findings to improve both the campaign and the page. If people keep asking the same question, answer it before the form. If the wrong audience is responding, revisit targeting and wording before increasing the budget.
A quick checklist
- Send visitors to a page that matches the advertised service.
- Test mobile enquiries and confirm who follows up.
- Measure meaningful actions and review enquiry quality.
Need help putting this into practice? Explore the related service or talk to our team.
About conversion measurement — Google Ads Help
