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Landing page for Google Ads: what it needs

The landing page is where your ad sends people. It decides whether a paid click becomes a lead or is wasted. Google also rates the page experience: a slow page, or one unrelated to the ad, makes you pay more per click.

EixoAds · Updated on November 1, 2026

The message must match the ad

If the ad is about "dental implants in Goiânia", the page must open with dental implants in Goiânia, not the clinic in general. When people do not quickly find what they searched for, they go back to Google. That is why each key service deserves its own page.

What it must have

  • A clear headline at the top: the service, who it is for and where.
  • A contact button visible on mobile: WhatsApp or call, without scrolling.
  • Speed: the page should load in a few seconds on 4G. Heavy images and too many scripts drive visitors away.
  • Proof: real photos, reviews, clients served, years in business, professional registrations.
  • Answers to common questions: price or price range, lead time, area served, payment methods.
  • Tracking: the Google Ads tag installed and the conversion set up on the contact button.

Mistakes that raise your cost per click

  • Sending every ad to the home page.
  • Pop-ups that cover the content on mobile.
  • A form that is too long for a first contact.
  • Information that differs from the ad (a price, promotion or service that is not on the page).
  • A page that does not work well on mobile, where most clicks come from.

Quick checklist

  • Does the headline repeat what the ad promises?
  • Does the WhatsApp button show on mobile without scrolling?
  • Does the page load fast on 4G?
  • Is there at least one trust signal (real photo, review, client)?
  • Is the conversion tracked? See how to track WhatsApp conversions.

Need a fast landing page? ON Network builds them from R$ 400. See also how to write ads that convert.

Frequently asked questions

Do I need a landing page or can I use my website?

You can use your website, as long as each ad leads to the right service page. Dedicated landing pages usually convert better because they have a single goal.

Does the landing page affect my cost per click?

Yes. Landing page experience is one of the factors in ad quality. A relevant, fast page helps you pay less per click.

How many landing pages do I need?

One for each main service or product you advertise. Starting with one or two already makes a difference.

Want to know how much to invest?

Talk to Lucas on WhatsApp: we review your industry and city before you invest.

Chat on WhatsApp See plans and pricing

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