You’re paying for every click: so why are your leads slipping through the cracks?If your Google Ads campaigns are generating traffic but few enquiries, your landing page could be the problem. No matter how well your ads are performing, if the user journey isn’t seamless, conversions will suffer. That’s why a good PPC agency focuses not just on driving traffic, but on what happens after the click. At AdSomething, we support West Midlands businesses with fully integrated PPC management services that include high-converting landing pages as standard.
Why Landing Pages Matter for PPC Success
Your ad might grab attention, but the landing page is where the conversion happens.
A strong landing page:
- Reinforces the message of the ad
- Provides a clear, distraction-free path to action
- Builds trust with compelling, relevant content
- Encourages visitors to complete a specific goal (e.g. make a call, fill out a form, request a quote)
Without a purpose-built landing page, your Google Ads traffic might end up on your homepage or a generic service page, leading to confusion, drop-offs, and wasted ad spend. Smart PPC management services look beyond the click to focus on end results.
What Makes a High-Converting Landing Page?
While every business is different, the most effective PPC landing pages share several key features:
- Clear, benefit-focused headline
- Concise, persuasive content that speaks directly to the user’s needs
- One main call-to-action
- Visual consistency with your Google Ads
- Mobile responsiveness and fast loading time
- Trust signals, such as testimonials, awards or guarantees
According to Unbounce, the average landing page conversion rate is around 9.7%, but high-performing pages often achieve 15–20% with the right optimisation.
Common Mistakes That Lose Leads
Even with well-targeted ads, you might see poor conversion rates if your landing page has:
- A confusing layout or too many CTAs
- Irrelevant or vague messaging
- Slow loading speeds
- A mismatch between the ad promise and the content on the page
These issues impact your Quality Score, reduce lead quality, and increase your cost per acquisition. A specialist PPC agency can help avoid these pitfalls and improve results through continuous testing and refinement.
Aligning Your Google Ads with Landing Page Goals
When you work with a performance-focused partner like AdSomething, we ensure your ads and landing pages work in harmony. That means:
- Tailored landing pages for each ad group
- Message match between ad copy and page content
- Optimised structure for fast action
- Conversion tracking for every user interaction
It’s a full-funnel approach, from impression to enquiry.
The Local Advantage: Tailoring Landing Pages for West Midlands Audiences
If you’re targeting customers in Birmingham, Coventry, or anywhere in the West Midlands, your landing pages should reflect that local context.
We create landing pages that speak to local search intent by including:
- Regional keywords (e.g. “PPC for Birmingham plumbers”)
- Location-based testimonials or case studies
- Localised offers and callouts
- Contact info with maps and region-specific CTAs
This hyper-relevant content can dramatically improve both trust and conversion rates.
FAQs about PPC Management Services
What is the role of a landing page in PPC?
A landing page is the destination after someone clicks your ad. It’s designed to turn that interest into action, whether that’s a phone call, form submission, or sale.
Do I need a separate landing page for each ad?
Not necessarily for each ad, but each campaign, audience, or service type should have a dedicated page. This improves relevance and conversion rates.
What are the key elements of a PPC landing page?
- Strong, benefit-driven headline
- Focused content tied to the ad
- Single, clear CTA
- Trust indicators (testimonials, badges)
- Fast, mobile-friendly performance
How do I measure PPC landing page performance?
Track:
- Conversion rate
- Bounce rate
- Time on page
- Cost per conversion
Tools like Google Analytics and Google Ads conversion tracking help monitor results.
Can I use the same landing page for SEO and PPC?
It’s possible, but not ideal. SEO landing pages serve broad organic intent, while PPC pages should be laser-focused on converting paid traffic. Best practice is to build dedicated pages for PPC.
Ready to Turn More Clicks Into Customers?
A high-performing PPC campaign doesn’t stop at the ad—it continues all the way through to the conversion. At AdSomething, we deliver full PPC management services, including custom landing pages that turn browsers into buyers.Contact us today to find out how we can improve your Google Ads performance—by combining traffic strategy with conversion-focused design.
