Why Landing Pages Are Important for a PPC Campaign?

A landing page on any web page is a web page that a person can “land” while navigating the Internet. They are stand-alone pages, separate from your main website, which are developed for the purpose of advertising, and with the goal of generating conversions and leads.

Landing page including images, use of color, call-to-action, and a lead generation form are all essential parts of a landing page that help increase conversions.

1. It improve paid search campaigns:

If you have ever advertised on Google AdWords, you will be familiar with its grading system known as Quality Score. Your Quality Score is determined by the following factors:

  • Your ad click-through rate (CTR)
  • The relevance of each keyword to its ad group
  • Landing page quality and relevance
  • The relevance of your ad text

The quality of your landing page is an important factor that contributes to your Quality Score, and the better your Quality Score, the lower your cost-per-click – the more value you get from the campaign.

2. Landing pages increase conversions:

Businesses that advertise through search engines tend to focus on increasing their sales. As a result, their PPC traffic is psychologically distinct from their organic traffic and needs to be marketed differently.

A user who visits a landing page will immediately take action by filling out a form or simply leaving the page, so the window of opportunity to convert PPC traffic is small.

Landing pages are set up apart from the main websites, and with the help of online tools like LeadPages, Unbounce, or Instapage, advertisers can test copy, call-to-action, and segmentation of other features and test and improve conversions without affecting can do. main site.

3. It can generate data and insights:

A landing page can help identify the most efficient channel for generating leads to find out if Google AdWords is right for you or you should advertise somewhere. The insights generated by the landing page can also help identify the right message or call-to-action that will increase conversions, which can then be used to enhance the user experience, resulting in lower costs per lead.

You can do a split test on your landing page to find out if adding a field for a phone number increases conversions.


Landing pages are an invaluable part of a PPC campaign and will not only help improve ad performance but will also contribute to the bottom line of your business.