Google Ads & PPC

Where should your Google Ads send people?

Not your homepage. Here's why.

Side by side

Same ad budget. Two destinations.

Homepage

Lists every service. General brand intro. Multiple CTAs competing for attention. Convertes 1-3% of paid traffic.

Service-specific landing page

Built for one service. One headline. One promise. One CTA. Converts 5-10% of paid traffic.

Why landing pages win

Four reasons.

01
Message match
The ad says “tree removal.” The page says “tree removal.” Same words, same promise. Customers don’t feel lost.
02
Single focus
No nav, no other services, no distractions. One service, one CTA, one path to the form.
03
Higher Quality Score
Google rewards tight ad-to-page match with cheaper clicks. Same budget, more clicks.
04
Easier to test
Change one headline and measure. Homepage changes are scary. Landing page changes are routine.

What a great landing page has

Five elements. No more.

Service-specific headline. Form above the fold. Three trust signals (insurance, reviews, photos). Brief explanation of what you do. Phone number in the top bar. That's the whole page. Anything else is competing for attention.

The takeaway

Never send ad traffic to your homepage.

Build a page for every service you advertise. Watch your CPL drop.