Ideally, your PPC ads should be directing users to a dedicated, conversion-based landing page with the sole purpose of inciting people to take action (convert). When you run PPC ads on the Google Ads platform, your ads get a quality score that is in part determined by how relevant your landing page is to your ad messaging.
The more specific and tailored your landing page is to the message you’re promoting, the better your quality score will be. For example, if you’re running an ad about PPC services, you wouldn’t want to direct people to a general page on digital marketing because they’re looking for PPC services specifically. Instead, you have the opportunity to create a dedicated page about PPC services that’s intentionally crafted to get conversions.
A conversion-based landing page should have the following:
A strong, benefit-focused headline
A prominent CTA—whether it’s a form or a button—that’s above the fold of the page
Supporting content that’s rich with the keywords you’re targeting
An easy-to-consume and enticing design