Our goal is to create landing pages that directly address the user’s search query. This is one of the top things we can do in order to increase conversions (ie, turn visitors into customers). It pays to optimize your landing pages for Google Ads, and we are experts at this process.

Your Google Ads landing page offers one of your best chances to convert. That is, after all, the purpose of Google AdWords. In most cases, a visitor should be able to make a decision about purchasing your goods or services from your site. Whether you want more sales or more leads, high-quality landing pages will increase conversion rates and minimize conversion expenses.

Relevance is one of the most critical characteristics for a Google Ads optimized landing page: Just as your ad text should be related to your keyword, so should your landing page. In other words, it should deliver on the ad’s promise. Ad-relevant landing pages generate better Quality Scores and ad ranks!

Let’s compare two different approaches for landing pages using Google Ads. One client we worked with, a residential mental health program for teens, used a Search Engine Marketing (SEM) company to set up all their Google ads. They were spending over $100,000 per year on advertising.

One of the first issues we noticed is that all of their ads were going to their homepage, NOT as specific Google ads’ landing page to match the search term. Conversion rates were low, averaging about 5 conversions per week during their busy enrollment season.

Generate Web Design created “buckets” for each customer type. We segmented customers into common issues parents of the students were looking for. This included:

1. Opposition, defiance, and anger issues (outwardly focused issues)
2. Depression, anxiety, and trauma history (inwardly focused issues)
3. Poor social skills, shy, can’t make friends, poor hygiene, not good at sports, disorganized, time management issues, can’t connect to others (needs skill building)
4. Behind academically, truancy, learning disabilities, no goals/drive (school issues)

We took these four categories of customers and made custom pages for each search type, along with some other factors we happen to know are important to each customer type.

Why? Because if your child has dyslexia and you are looking for a program that caters to learning disabilities, you probably want to read about academic support, and therapeutic support specific to this disorder upfront. Similarly, if your child has depression or anxiety, do you want to read about how the school also helps kids with anger issues? Of course not! So we made individual landing pages specific to the search terms parents used to find the program.

This led to a 5-fold increase in conversions, from 5 per week to 25 per week. The end result was that the program was able to decrease its yearly PPC spend by 40% and still reach its capacity goals.

Now that’s a positive return on investment!