Websites. Reviewed October 29, 2026
Landing page
Also called: Campaign page
A landing page is a page built for one campaign and one action, usually without the main navigation, with a single offer, so visitors from an ad do what the ad promised.
In practice
An ad for water heater replacement should land on a page about water heater replacement with a price range, a photo, three reviews and a call button, not on the home page with twelve services. The match is what Quality Score measures and what the visitor expects.
One landing page per campaign. It is the cheapest fix in paid search.
Related terms
- Quality ScoreQuality Score is Google Ads' 1 to 10 rating of how well a keyword, its ad and its landing page match each other, and a higher score lowers the price paid per click.
- Conversion rateConversion rate is the share of visitors who take the action a page exists for, such as calling or submitting a form, and doubling it is worth as much as doubling traffic at a fraction of the cost.
- Call to actionA call to action is the button or line that tells the visitor what to do next, such as Call now, Get a quote or Book online, and every page needs one visible without scrolling.
- PPCPPC, pay per click, is advertising where the business pays only when someone clicks the ad, and Google Ads search campaigns are the main form of it for contractors.
Want this handled, not explained?
Skill Mammoth builds the site you own, gets you found on Google and ChatGPT, and texts every lead back in under 60 seconds. Month to month, every price published.