A PPC landing page is a standalone web page you intend to use in a paid campaign on AdWords, Bing, or similar. It’s a dedicated page where visitors ‘land’ after clicking through on a pay-per-click ad. Particularly good landing pages for PPC typically contain just one focused campaign goal or objective known as a Call to Action (CTA). Their simplicity—and relevance—is what makes dedicated landing pages one of the best ways to increase conversions from your paid traffic.


Based on what we typically see with our customers, the best PPC landing pages contain 5 key elements:

  1. Strong, contextual images (including a ‘hero shot’ at the top of the page)
  2. A headline and sub-headline
  3. A singular, focused call to action (where your form or button will appear)
  4. Clearly outlined features and benefits of your offer
  5. Testimonials, trust symbols, or ‘social proof’ supporting your claims