Someone’s hot water cylinder dies on a Sunday morning. They google “emergency hot water repair” and click your ad. Instead of landing on a page about hot water repairs, they end up on your general plumbing homepage with information about drain unblocking, bathroom renovations, and pipe relining.
They’re stressed, they need help now, and they can’t immediately see that we actually do emergency hot water work. So they hit the back button and try the next result.
The fix is straightforward: every service advertised should send people to a page that’s specifically about that service. A dedicated landing page that immediately confirms they’re in the right place and makes it easy to get in touch.
Why You Shouldn’t Send Everyone to the Same Page
People Click Expecting Answers, Fast
When someone clicks on a Google Ad for a specific service, they expect to land on a page that talks directly about that service. If they’re searching for “hot water cylinder installation” and end up on your homepage or a general services page, it makes it harder for them to find what they need. They have to hunt around, and many won’t bother.
A good landing page confirms straight away that they’re in the right place. It speaks to their problem, offers a solution, and makes it easy to take the next step.
Google Rewards Relevance
Here’s something worth knowing: Google gives better ad performance when a landing page matches the ad content closely. The more relevant the connection, the better the Quality Score becomes. This often means lower costs per click and better ad placement.
When campaigns get set up, ads are organised into groups by service (called Ad Groups). Each group works best when it leads to a landing page that focuses purely on that service.
What Makes a Landing Page Convert Well
One Page, One Purpose
A landing page that converts well focuses on just one thing. If someone’s clicking on an ad for a specific service, the page should be entirely about that service. Visitors shouldn’t have to sift through unrelated content or scroll past other offerings to find what they came for.
The clearer and more targeted the message, the more likely they are to take action.
Clear Call to Action
Make it easy for visitors to get in touch, request a quote, or book a job. A strong call to action should appear near the top of the page, with no distractions competing for attention.
Phone numbers, short forms, and booking buttons should be easy to spot and simple to use.
Trust Signals Matter
People want proof that you’ll do the job well. Adding service-specific testimonials, trade qualifications, review ratings, and guarantees builds confidence quickly.
Photos of completed work, customer logos, or even a mention in local media can go a long way in showing people you’re legitimate.
Mobile-Friendly and Quick to Load
Many people click on ads while on their phone, especially for local services. If your landing page takes too long to load or isn’t easy to navigate on mobile, potential customers will leave.
Fast-loading, mobile-optimised pages keep visitors engaged and help with ad performance too.
Common Mistakes That Cost You Leads
Using One Page for Multiple Services
It might seem easier to direct all ads to one catch-all page, but that weakens the message. When someone’s looking for a specific service and ends up on a general page, they’re more likely to leave than to dig around.
Each ad should send people to a page that speaks directly to what they’re looking for.
Sending Traffic to Your Homepage
A homepage serves an important purpose, but it’s not designed to convert ad traffic. There are too many distractions and too much general information.
A dedicated landing page strips away the clutter and puts the offer, trust signals, and call to action front and centre.
Missing Local Information
If a business serves a specific area, make it clear. Mention the region, town, or city, and include location-based reviews where possible. This helps build trust and tells visitors they’re in the right place.
It also supports better ad performance, especially for location-targeted campaigns.
Not Including Proof
Saying you’re good at what you do isn’t enough. You need to show it. Missing testimonials, photos, or third-party endorsements can cause doubt.
Even one strong quote from a happy customer, placed near the contact form, can improve conversion rates.
Structure and Trust Work Together
Guide People Through the Page
A good landing page isn’t just about design. It should lead visitors through the content with a clear purpose. Start with a strong heading that matches the ad, follow with a short paragraph that outlines the benefit, and then make it easy to take action.
Break content into clear sections using headings, bullet points, and visuals. Each element should make it easier for visitors to trust the business and get in touch.
Use Trust Elements More Than Once
Even if someone likes what they see, they’ll hesitate if they’re not sure about credibility. That’s where testimonials, photos, and credentials make the difference.
Consider including:
- Quotes from happy clients (especially ones specific to the service)
- Photos of completed jobs
- Badges or logos from trade associations or certifications
- Mentions of warranties, guarantees, or years in business
These elements work best when they appear multiple times. A testimonial near the top of the page reassures new visitors quickly, while one near the contact form can give them the final push to reach out.
Ready to Improve Your Ad Results?
If your Google Ads are getting clicks but not generating enquiries, the problem might not be with the ads themselves. It could be where you’re sending people after they click.
When each service gets its own dedicated landing page, visitors find exactly what they’re looking for and can easily take the next step. No hunting around, no confusion, just a clear path from click to contact.
We build landing pages that convert visitors into customers. If you want to get better results from your ad spend and turn more clicks into actual enquiries, get in touch with us.