Ben sees it constantly: businesses spending thousands on Google Ads, driving quality traffic, and then sending that traffic to pages that simply don't convert. The campaigns aren't the problem - the landing pages are.
A well-optimised landing page can double or triple your conversion rate without changing a single thing in your Google Ads account. Yet most businesses treat their landing pages as an afterthought.
1. Using your homepage as a landing page
Your homepage serves multiple purposes and multiple audiences. A landing page should serve one purpose for one audience. When someone searches "emergency boiler repair," they need to land on a page about emergency boiler repair - not your general homepage with six different service categories.
The data is clear:
- Homepage conversion rate for paid traffic: typically 2-4%
- Dedicated landing page conversion rate: typically 8-15%
- That's a 3-5x difference in results from the same traffic
2. No clear call-to-action above the fold
If a visitor has to scroll to find out what you want them to do, you've already lost a significant percentage of them. Your primary CTA should be visible immediately - phone number, form, or booking button, front and centre.
3. Too many options
Choice paralysis is real. Landing pages with multiple CTAs, navigation menus, and sidebar distractions convert far less than focused pages with a single clear action. Remove the navigation. Remove the sidebar. Focus on one action.
4. Slow load times
Every second of load time costs you conversions. Google's data shows that 53% of mobile users abandon sites that take longer than 3 seconds to load. Compress images, minify code, and test your page speed regularly.
5. No social proof
Reviews, testimonials, case studies, trust badges - these aren't optional extras. They're conversion necessities. People need reassurance before they hand over their contact details or make a purchase.
Effective social proof includes:
- Google reviews with star ratings prominently displayed
- Specific case studies with real numbers and outcomes
- Industry certifications and accreditations
- Client logos (for B2B businesses)
6. Form fields that ask too much
Every additional form field reduces completion rates. Ask for the minimum you need to start a conversation. Name, email, phone, brief message. That's it. You can qualify further on the call.
Studies show that reducing form fields from 11 to 4 can increase conversions by up to 120%. Only ask for what you genuinely need at this stage of the relationship.
7. No mobile optimisation
Over 60% of Google Ads clicks come from mobile devices. If your landing page isn't built mobile-first, you're losing more than half your potential conversions. Tap-friendly buttons, readable text, fast loading, and easy-to-complete forms on small screens.
The fix
Landing page optimisation is a core part of the 90-Day Revenue Takeover. Ben doesn't just fix your ads - he ensures the entire conversion path is optimised, from click to customer.
Want to know if your landing pages are holding back your results? Request your free 90-Day Growth Plan and Ben will audit your entire conversion path.
Frequently asked questions
What is a good conversion rate for Google Ads landing pages?
Average conversion rates are 2-5% across industries, but well-optimised landing pages regularly achieve 8-15%. The best performers Ben has seen exceed 20% for specific campaign types.
What is the most important element on a Google Ads landing page?
The headline. It must match the search intent that triggered the click. If someone searches for 'emergency plumber York' and lands on a page headlined 'Home Services Company,' they will leave immediately.
Should I use my homepage as a Google Ads landing page?
No. Homepages are designed for general browsing with multiple navigation options. Google Ads landing pages should be focused on a single offer with one clear call-to-action. Dedicated landing pages consistently outperform homepages.
How many form fields should a landing page have?
As few as possible to qualify the lead. For most service businesses, name, phone number, and a brief message are sufficient. Every additional field reduces completion rates by approximately 10%.
Does page speed affect Google Ads performance?
Yes, significantly. Google factors landing page speed into Quality Score, which affects your cost per click. Pages that load in under 3 seconds convert at much higher rates than slower pages. Every additional second of load time reduces conversions by approximately 7%.
