18 June 2024

How to Create a PPC Landing Page that Converts

0 min read
How to Create a PPC Landing Page that Converts
Aurélie BrunetWritten ByAurélie Brunet

As the Director of Performance, Aurélie specialises in creating new business for Propeller through outreach and finding areas in which the company can expand.

PPC is a form of digital marketing where advertisers pay a fee each time one of their ads is clicked. Putting it simply, you only have to pay for ads if they are clicked on. It offers a method of buying visits to your site in addition to driving website visits organically. PPC campaigns are highly effective in driving targeted traffic to a website, but we have found that the real magic happens when visitors arrive at your PPC landing page.

In this article, we reveal the essential elements of a PPC landing page and how marketers can utilise this method to increase conversions.

The role of PPC landing pages

PPC landing pages are standalone web pages built for use in paid campaigns on Google Ads or similar. It’s a dedicated page for visitors to “land” after clicking through on a PPC ad. A PPC landing page has a singular purpose: to convert visitors who have clicked on a paid advertisement.

Essential Elements of a High-Converting PPC Landing Page

Crafting a landing page that effectively converts involves adhering to a few PPC landing page best practices. Here’s our guide to creating successful landing pages:


Consistency is key

Maintain consistency in messaging, tone, and brand voice throughout your campaign. A fluid transition from ad to landing page boosts user experience and credibility.

Keep it simple

Make a straightforward user journey a priority. A PPC landing page is your one-stop-shop for whatever you are advertising, so it’s important that the messaging is clear and doesn’t get distracted. Use clear links and eye-catching buttons, even consider implementing a chat tool for direct customer interaction.

Use clear and concise headlines

In line with keeping it simple, take care to write headlines that are easy to read and understand, and in line with the rest of your PPC landing page copy. A key component to consider is that the value proposition and the key messages should be communicated clearly to ensure success.

Build optimised forms

Forms are a key mechanism for gathering leads, and you can optimise them by using compelling CTAs, considered colours and requesting a succinct amount of information. We have found that asking for too many personal details on these types of forms can be a deterrent from form completion. Always design for mobile-first to improve user experience, and remember to A/B test different form elements for optimal results.

Test, test, test again

To truly understand your audience, you’ll need to conduct user tests. We recommend testing everything, from your ad copy to your landing page content, CTAs, and forms to continually refine your approach. As CRO experts, we would be happy to go into further detail about testing your pages effectively.

Mobile first

Put mobile users first by keeping content concise, using clear fonts, making CTAs stand out, and incorporating click-to-call functionality. A high proportion of your visitors are going to discover your ad while using their cellphone or tablet, so responsive design or mobile-specific landing pages are vital.

Build trust

Prove your value by making use of trust indicators, such as case studies, testimonials, awards, client logos, and positive reviews. Strategically placing this information will showcase your industry-leading reputation, and help you build trust with potential customers.

Key info comes first

A good PPC landing page should be highly actionable. Put thought into where you position key information and make sure it is always highly visible. Place critical information, especially the Call to Action (CTA), at the top of your page to avoid unnecessary scrolling.

Make CTAs unmissable

Keep your CTAs short and sweet, create a sense of urgency, personalise the message, and make use of contrasting colours. Regularly performing A/B tests on various elements, such as placement, style, colour, and text ensures they are always well-optimised.

Increase Your Site Speed

Most visitors will bounce if a page loads too slowly so to prevent a high bounce rate. By using Google’s PageSpeed Insights, you can identify areas for improvement in site speed and user experience.

Use Compelling Visuals

Incorporating images and videos that complement your headlines and copy will improve engagement on your landing page. Visual cues can help you to create a more immersive experience and encourage user interaction.

In Summary…

PPC is an essential part of any marketing strategy, and optimising landing pages is an unmissable opportunity to increase conversions for your company. At Propeller, we offer a vast range of digital offerings, from PPC, CRO and more. Contact us today to discuss how we can help improve your company’s digital offering.

Caught your attention?

Let's see how we can partner to drive results for your business.

Read more