Landing Page Optimization
Improving pages where ad traffic lands to increase conversion rates and maximize return on ad spend.
Definition
Landing page optimization improves the pages where paid traffic arrives. It involves testing headlines, copy, images, forms, CTAs, and overall design to increase the percentage of visitors who convert.
For PPC, landing pages affect both conversion rate and Quality Score. Relevant, high-performing landing pages reduce costs and improve ad positions, compounding the benefit of optimization.
Why It Matters
A 1% improvement in landing page conversion rate is equivalent to a 1% reduction in cost per conversion—but landing page gains often exceed 50-100% improvement potential.
Landing page optimization also improves Quality Score, reducing CPCs. This double impact makes landing pages among the highest-ROI areas for PPC optimization.
Examples in Practice
A landing page test shows that a specific headline increases conversions by 40%—this single change improves ROAS across all campaigns using that page.
A company creates dedicated landing pages for each ad group rather than sending traffic to the homepage, improving Quality Score and reducing CPC by 25%.
A form optimization reduces fields from 8 to 4, doubling conversion rate with no degradation in lead quality.