Performance

Landing page

Also known as: lander · campaign page

Definition

A landing page is the page a visitor arrives on after clicking an ad, link or search result, built around one action such as booking, buying or enquiring. It differs from a homepage by offering fewer choices, not more.

The page has to continue the ad's promise: same offer, same wording, same language, same price. A visitor who clicked an Arabic ad and lands on an English page, or who was promised a free assessment and finds a general homepage, leaves. Keep the first screen to the offer, one piece of proof and one clear action, and load it fast: Google's web.dev says a good Largest Contentful Paint is within 2.5 seconds, measured at the 75th percentile of page loads.

For UAE traffic, put a WhatsApp button beside the call button and the form, because a share of visitors would rather message than fill in fields. Show the legal business name and licence details where people look for reassurance. Regulated advertisers should remember that Performance Max can swap the landing page for one Google judges more relevant, so clinics and property developers need to control which pages are eligible. Send each ad group to the page that matches its offer, and to the homepage only when the homepage is the offer.

More in Performance

A/B testing

A/B testing compares two versions of one element, such as a headline, an offer or a page, by showing each to a randomly split share of traffic at the same time and measuring which produces more conversions. It needs enough traffic and one change at a time.

Ad fatigue

Ad fatigue is the decline in an ad's performance as the same people see it repeatedly, usually visible as rising frequency and falling click-through rate before cost per result climbs. The remedy is fresh creative or a wider audience, not a bigger budget.

Ad Rank

Ad Rank is the value Google Ads calculates in each auction to decide whether an ad is eligible to show and where it sits against others. It combines the bid with ad and landing page quality, minimum thresholds, competition, search context and the expected impact of assets.