Disappointing results can still occur despite a paid advertising
campaign bringing the right audience to your website. The common
reaction to this is to change keywords, increase the budget, or blame
the advertising platform. But sometimes the issues lie earlier in the
campaign. Often the culprits are the advertising platform itself or the
landing pages that people see after clicking on the ad.
Pay per click (PPC) ads make a promise that the business is relevant
to the customer’s search, audience, or offer. The ad’s promise needs to
be sustained on the landing page. If it is unclear, slow, or too
complicated to use on a mobile device and requires too much information
too quickly, the prospect may bounce even if the ad was properly
targeted.
A meaningful PPC review looks at the entire journey from the ad
through to the inquiry, sale or booking.
Beginning with the
promises made in the ads…
A message match creates a sense of reassurance for visitors. So, if
an advert mentions emergency boiler repairs in Birmingham, the advert
should open with a reference to emergency boiler repairs and a call to
action that targets Birmingham.
However, this does not indicate that the advert needs to be repeated
word for word. For example, if someone is looking for a quote or would
like to schedule a call, or see a product, or would like to make an
appointment, they should be able to identify this quickly on the
page.
Reviewing the top
section of the mobile page.
The top section of the mobile page should contain a coherent
statement, some concise explanation, a call to action, and should not
contain obstructions. Large banners, content pop-ups, and rows/clickable
buttons that cover the rest of the content only make the page harder to
use, and in turn make the important details situated down the page even
more buried to users.
Help visitors make
informed decisions
For many SMEs in the UK, the details may cover what is included, who
the service targets, the geographical scope, the process outline,
potential response arrangements, and the post-inquiry steps. The level
of detail offered should correlate to the complexity of the decision.
For instance, a straightforward local service may only require a brief
description, while a high-value or complicated purchase may warrant
detailed explanations, qualifications, examples, and FAQ sections.
Make the call to action
proportionate
The request for action should be appropriate to the visitor’s stage.
For example, a person looking for immediate assistance may welcome a
phone call. In contrast, a person looking into a significant project may
wish to request a guide, pose a question, or schedule a
consultation.
Use plain labels that make the outcome clear, such as “Request a
quote,” “Check appointment slots,” or “Speak to our team” instead of
“Submit.” Make the phone number easily clickable and say when the line
will be answered if calling is the main option. If completing a form is
the primary action, clarify what to expect next and the time frame for a
response.
Avoid placing unrelated multiple goals on the same page. A visitor
should not have to select between a newsletter, a brochure download, a
chat option, and a quote request to discern the primary action.
Ease the booking journey
Contact forms are often the main point of failure in a booking
process. This can be a result of forms being too long, too complex to
fill out on a mobile device, not being clear on which fields are
required, or technical issues on the back end. Consider each additional
field as a barrier. Each one asks the visitor to invest more time and
provide more information. Instead, collect the minimum required
information to provide a meaningful first response.
Remember to test the form yourself. Verify that error messages and
confirmations are being sent, that team emails are being received, and
that everything is working properly with regard to any CRM integrations.
Test the form on a mobile device, as well as a desktop computer. An
operational form is not sufficient.
If inquiries are sent to an unattended inbox or if the confirmation
message provides no information about the next steps, a working form
does not suffice.
When it comes to technical issues around form fixes, integrations,
speed, or tracking, web development should be part of the conversation.
If your funnel is broken, paid traffic is a costly mistake.
Use design
to guide attention, not distract from it
Good landing page design improves how easily key information is
absorbed. With a clear hierarchy, visitors can differentiate the offer,
supporting points, proof, and action. Short sections, meaningful
headings, and well-spaced content can be more helpful than decorative
features.
Use stock images with caution – especially ones that are unrelated to
the service offered – as well as copy that is too long and automatic
carousels. These can all dilute the message. A web
design review can assist you in better aligning the layout, content,
and calls to action with the customer journey.
Verify
the Validity of Your Traffic Prior to Making Extensive Changes to Your
Campaign.
In the case of poorly performing ads, it would be misleading to
attribute the issue exclusively to the landing page. Consider reviewing
data pertaining to the search queries, audience demographics, geographic
locations, devices used, and specific time periods that are generating
clicks. If an ad captures interest from individuals looking for a
specific service that you do not provide, having a more optimized
landing page will not resolve that issue.
While smart bidding, AI ad variations, and automated audience
targeting can save some time and uncover valuable opportunities, they
will only do so with appropriate guidelines. Provide meaningfully useful
conversion data to the campaign, set reasonable limits on the geographic
and service scope of the campaign, review search queries where possible,
and ensure automated ad copy aligns with the landing page.
If the campaign is optimized for conversion based on criteria set by
the advertisers, the automated systems will prioritize the most valuable
interactions as they are interpreted by the campaign to be a low-cost
conversion. Define for the system what constitutes value for the
business, and ensure that definition remains consistent throughout the
lifecycle of the campaign.
Ensure
Trustworthiness of Tracking Conversions
Before analyzing the data, ensure that you know what the conversion
rate data actually includes. What counts as a tracked conversion? Is it
a completed form, a phone call, a sale, a booking confirmation, or just
a click on a button? Are duplicate events counted? Are there any
limitations due to consent management that impact what can be
tracked?
Systematically
Improve One Thing at a Time
Changing the ad, audience, page copy, form, and budget at once can be
tempting, but the problem is, you don’t know what helped or harmed
performance. Start with the most obvious problem, such as a broken
mobile form, a weak message match, or an unclear offer. Make the change,
wait for enough relevant traffic, then review the data.
Count what changed, and when, and keep it simple. Look beyond a
single headline metric. To see improvement, a page that gets fewer
low-quality form submissions but more valuable calls may suffice.
Results can be influenced by seasonal demand, sales follow-up, and
advertising competition, so don’t claim certainty from a single set of
data over a short period.
Best PPC landing pages don’t work in isolation. They integrate the
same precise service details, visual style, and contact methods across
all site pages. Visitors who are not ready to convert can receive
assistance via relevant organic content. A comprehensive web
marketing strategy incorporates paid ads, website experience, and
follow-up as a cohesive whole instead of treating them as individual
parts.
Start with the landing page as opposed to the whole campaign for PPC
clicks that are not converting. Clarify your promises and reduce
friction. Test the journey and check the data. If you would like
assistance in checking the path from ad to inquiry, feel free to reach out with
a brief description of your campaign and website.
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