How to Create the Best Lead Generation Landing Page for Your Google Ads

Your Google Ads landing page needs to turn a click into a conversion. Forget about sites that function like business cards. Your lead generation landing pages should funnel customers toward the desired action: make an enquiry, sign up for your email newsletter, request a quote, or download a brochure.

In short, you need a lead-generating landing page. After all, that’s why you’re running a Google ad.

Too often, searchers click on a Google ad only to find themselves scratching their heads as they wonder how the landing page relates to what they clicked on. Worse, they’re taken to a totally unrelated part of your website and must navigate to find what they’re really after – or, more likely, to go elsewhere.

Create the best landing page for Google Ads, however, and you’ll see spiking leads as your page turns browsers into buyers. Here’s what to do.

Why Your Google Ads Landing Page Matters

You’ve paid for the click? Check. You’ve tempted a searcher to click on your site? Check. You fail to capitalise on the opportunity because of a lacklustre landing page? Check. Wait, what?

The above scenario is a common mistake of novice advertisers. After creating an impressive ad, they fall at the final hurdle. If you’re paying for a click, you want to do everything in your power to ensure you net yourself a customer.

That means creating a dedicated landing page for your Google Ads. Yes, you read that right. If your ad promises the best content marketing services, your landing page better says the words “best,” “content marketing,” and “service,” preferably in that order.

Why? Because then customers know they’ve arrived at the right place. The phrase or claim that hooked them in keeps them hooked. They want to review the product they’re interested in. They want to find the solution to their problem. They want it to be easy.

How to Create the Best Landing Page for Google Ads

What separates the best Google Ads lead generation landing pages from the worst? In a word, relevance. To generate leads, your landing page needs to deliver on your ad’s promise. It should match the keywords entered into Google, match your ad’s copy, and match your potential customer’s intent.

Achieving this isn’t always easy. Here are some key elements you’ll want to include:

• Strong headline. Your lead generation landing pages should include headlines that relate clearly to the ad. If your keyword was “trusted tree surgeons,” your headline needs to build on that promise.
• Social proof. Reviews, ratings, and testimonials are pure gold dust for conversions. We purchase products based on trust – and nothing builds trust like past experience and success. If you’ve got a five-star review rating, advertise it!
• Seeing is believing. Like social proof, images, graphics, and videos serve as evidence for your claims. Telling us you’re the best web design agency is one thing; showing us your recent work is another. Where one asks us to believe, the other lets our eyes decide.
• Bold call-to-action. Whatever you want your customer to do, let them know. Don’t be shy! Calls to action always work best on a button that links to what you want them to do. If you want them to “Schedule a Consultation,” add it to the bottom of a form. Adding a promise or offer to your call to action can also sweeten the deal. Think “Get the Lowest Prices – It’s Free!”
• Compelling offer. Nothing works better than a deal. Who doesn’t like a bargain? Whether it’s a discount, a free consultation, a limited time off, or a free trial, it’s the bait ready to build leads and hook customers in. Trust me – it works every time.
• Words like “hurry,” “limited time only,” “quickly,” and “time’s running out” all prompt a sense of urgency. If an offer is about to expire or “stocks are running out,” then a customer can’t make a decision tomorrow or next week – they need to decide if they want a product or not. Urgency creates conversions – it’s the fear of missing out FOMO)!

Here’s the exception: product selections. Product searches, like “women’s trainers” or “mountain bike,” are perhaps the lowest effort landing page. No fuss. No faff. Just link to the product selection filtered for what the customer wanted – that’s it. Let the customer then do the browsing. Pushing your products only ends up coming across as a hard sell.

3 Great Google Ads Lead Generation Landing Pages

Now you know how to make a lead-generating landing page for Google Ads. Let’s see how my tips work in concert. Here are some of the best Google Ads landing page examples:

1. Trusted Tree Surgeons

Proving that quality lead generation landing pages aren’t restricted to any industry, Trusted Tree Surgeons delivers almost every factor in my list – even their company name is a keyword.

On their landing page, they’ve got:

• a clear link to the ad,
• they’ve got an offer,
• social proof,
• a compelling call-to-action,
• and, even a form to generate leads

It’s an impressive tour de force – take note.

2. Beaverbrook Townhouse

After searching for the “best hotels London,” Beaverbrook Townhouse – the top-ranking ad – promises a “boutique luxury hotel” in Chelsea, London.

Clicking on the ad transports you inside the hotel. Trusting in their rooms and décor to inspire awe, Beaverbrook introduces itself as “Chelsea’s most charming boutique hotel.” The words “Book Now” – though minimalist – are clickable, taking you to their booking page. This is a textbook landing page success, from spectacular visuals to a strong headline.

3. Slack

Last but not least is Slack – the team communication service. Even when you search solely for “Slack” in Google, they’re smart enough not to link to their homepage. They take you to a specific ad landing page complete with :

• a special offer,
• testimonials (in the form of companies who use slack),
• a clear call-to-action on a button,
• and, even a table of Slack Pro’s various benefits.

Oh, and there are some eye-catching visuals for good measure.

What more do you want?

Want to learn more about lead generation landing pages? Choose from one of these posts below:

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