Where each type of click should go
| Search | Best page | Why |
|---|---|---|
| Your business name | Homepage | They know you and want the main site |
| A specific service | That service's landing page | They want proof you do this job |
| Service plus city | A local service page | They want to know you serve their area |
| An offer or price | A page about that offer | They clicked because of the offer |
Homepage vs landing page
Homepage
- Speaks to every visitor
- Many links and choices
- General message
- Works for brand searches
Landing page
- Speaks to one search
- One clear action
- Matches the ad's promise
- Works for service searches
A service page can be enough
You do not always need a separate page without a menu. A strong service page on your site, with a clear call button near the top, often works well. What matters is that the page matches the ad and makes the next step obvious.
Good example. An electrician sends "EV charger installation" ads to a page about charger installs, with prices explained and a quote form.
Bad example. The same electrician sends those ads to the homepage. Visitors see panel upgrades and lighting first and leave.
See how a PPC landing page works. Our landing pages match each ad group.