Pay-Per-Click (PPC) advertising is fantastic for driving immediate, high-intent traffic to your business. However, that traffic is expensive. If your ad brings a potential customer to a poorly designed page, you’re not just losing a conversion, you’re losing money too. Landing page optimisation is key to your conversions.
In 2025, the average Google Ads conversion rate is 4.61% (Agency Analytics) this does change depending on industry, but this is the median average.
The bridge between a successful ad click and a valuable conversion is your landing page. It must be a dedicated, distraction-free environment built for a single purpose.
This blogs, breaks down the six must-have elements of a high-converting landing page, which will see your conversion rate rise.
1. A Clear and Compelling Headline
A user clicks your ad because the headline and description promised a specific solution. Your landing page headline is the first thing they see, and it needs to immediately validate that click.
It should be nearly identical to the headline of the PPC ad they’ve just clicked. If you ad says “50% Off SEO Audits”, your landing page should say the exact same thing.
A strong headline that matches your ad also creates a seamless transition for the customer that builds trust and reduces bounce rate.
2. High Quality Visuals
The quality of your visuals can make a massive difference in engagement. These visuals must be high-resolution and relevant to what you’re offering, try avoiding generic stock photos.
If you have your own product shots or team images, even better. Authentic visuals build trust and help users visualise your service. This shows the customer the outcome and not just the tool.
CXL.com found that 360 rotating visuals can increase some conversion rates by up to 40%.
3. Strong Supporting Copy
Your landing page isn’t your website’s homepage, it’s not for potential customers to browse. It needs to present a clear product, service, or offer and explain its value immediately.
Use clear, benefit-focused subheadings and bullet points. Drive home the benefits for the user and not just what the product does. Also, don’t use the word ‘we’ all the time, use ‘you’ speak directly to them not about yourself or your business.
4. A Strong Call-to-Action (CTA)
Now this is make or break, a potential customer has clicked onto your website through one of your ads and they are interested in converting, you need to tell them the next steps.
Your CTA must stand out visually and clearly tell users what to do next. The best ways to do this are:
- Use contrasting colours for your CTA button.
- Keep the text concise e.g ‘Make An Enquiry’, ‘Start Your Free Trial’, ‘Download Our Brochure’.
- Repeat the CTAs in multiple sections of the page.
The main goal of your landing page is to get users to convert, so every element of your page needs to drive users towards the CTA.
5. Optimised Page Speed and Mobile Responsiveness
You could create the best landing page, but if it takes too long to load or doesn’t work on mobile, people are just going to leave. Google reported that over 53% of users abandon a site if it takes more than three seconds to load that’s over half of your potential customers gone.
To improve page speed you must:
- Optimise and compress images to reduce file size.
- Enable browser caching.
- Minify HTML, CSS, and JavaScript.
If this all is a bit too technical our web design and development team are always on hand to help.
6. Conversion Tracking and Analytics Set Up
Finally, you can’t optimise for success when you don’t measure. Make sure conversion tracking is properly configured across your PPC campaigns and landing pages.
You need to set up:
- Google Ads conversion tracking
- Google Analytics 4 events
- Call tracking or form submission tracking
This data helps you understand which keywords, ads, and landing page elements drive conversions, so you can refine for better results.
If this is also a bit too technical our digital marketing team are always on hand to help.
Turn Clicks Into Customers
Implement these six elements to your landing page and your PPC campaigns will convert a lot more traffic. Start with one of your existing campaigns and audit it against this checklist today.
Or want to work together in turning your ad clicks into highly converting campaigns, contact Twilo today.
