The Cost of a Bad Landing Page

Pay-per-click (PPC) advertising is a cost-effective way to boost the online visibility of your business. With a successful PPC campaign your company’s ads will appear prominently in search engine results when people search for the products or services your company sells.

Ideally, visitors will see your ad and then visit a landing page associated with your website. But what happens when they get to the landing page?

  • – Does the page look trustworthy?
  • – Is it easy to see the features of your products or benefits of hiring your company for a service?
  • – Is it easy for the visitor to contact your company for a quote or purchase your product?


The purpose of a PPC landing page is to convert casual visitors into buyers and customers. If you’ve started a PPC campaign for your business and it isn’t producing the results you want, the landing page may be the reason.

Bad Landing Pages Impact Your PPC Campaign Performance

When potential customers click on an ad and the page they land on isn’t well designed or doesn’t have the right content, both your PPC campaign and your business suffer. Bad landing pages cost your business revenue with every bounce.

For starters, bad landing pages can reduce the effectiveness of your PPC campaign. Search engines like Google give each ad in your campaign a quality score to assess how relevant they are to user queries. That’s because Google wants to give users the best results possible. Bad landing pages result in lower quality scores and that means your ads won’t be shown as often and ads for your competition may be positioned ahead of yours.

Bad Landing Pages Reduce Conversion

Bad landing pages also make it less likely that visitors will take the high value actions you need to convert them into customers. They won’t:

  • – fill out a contact form
  • – share their email address
  • – call your business

One thing they will do is go back to search results and select your competitor.

Keys to Better Landing Pages

Fortunately, there are ways to improve your landing pages so they make the most of the traffic generated by a PPC campaign. Start with these factors that affect your landing pages:

Clarity. Visual design and placement of content and calls to action are essential to moving people down the path to conversion.

Intent. It’s important to know your target audience, but it’s also important to where they are at in the sales cycle. Understand whether potential customers are researching or ready to make a purchase.

Technical Factors. The behind the scenes aspects of your landing pages are just as important as what is visible to consumers. In order to convert, landing pages must be mobile friendly, fast loading, and have a URL that is aligned with the content of the page.

Take a look at your landing pages and determine if they are holding back your business. Not sure where to start? Contact us for a free landing page audit. We’ll show you where your page is great and how to make it better.

Team Acadia