An ad does half a job. It earns the click, and then the page behind it decides whether that click turns into a phone call, a booking or a sale. When the page is a homepage written for everyone, or a service page written to rank in Google, the visitor arrives with one specific question and has to hunt for the answer. Many of them leave, and you have paid for every one.
I plan, write and build landing pages for Google Ads and Facebook and Instagram campaigns: one page per offer, written to continue the exact promise the ad made, laid out for a phone first, and measured properly from the day it goes live.
What changes when ads have a page of their own
A dedicated page lets you control the whole journey from ad to enquiry. The headline repeats what the person searched for or saw in the ad, which is what message match means in practice. The page carries one offer and one action, so nobody wanders off into your blog or careers page. And because the page exists only for that campaign, you can change the offer, the form or the wording without touching the rest of your website.
It also makes the numbers readable. When ten campaigns all point at the homepage, it is hard to tell which audience and which message produced the enquiries. When each campaign has its own page and its own conversion event, the account shows clearly where the money works and where it does not.
Who this suits, and who it does not
A landing page build makes sense if you run, or are about to run, paid campaigns and any of these apply:
- Your ads send people to the homepage, a contact page or a long service page that covers several things at once.
- You have a specific offer, such as a free consultation, a fixed-price package, a seasonal deal or a quote request, with nowhere sensible to send people.
- Clicks are coming in and enquiries are not, and the ads and keywords look sound.
- Your website is hard or slow to change, so testing a new offer means waiting weeks for a developer.
It is the wrong job in three situations. If the whole website is dated or broken, a single page will not hide that for long, and a website redesign is the more honest fix. If you already have a dedicated page and want to raise its conversion rate through testing, that is conversion rate optimisation rather than a new build. And on Facebook and Instagram, some offers convert better with Facebook lead ads, where the form opens inside the app and no landing page is needed at all.
What goes into the page
A one-page brief
Before any copy is written, I agree a short brief with you: the campaign and its keywords or audience, the offer, who the visitor is, the objections they are likely to have, and the single action the page asks for. Everything on the page has to serve that brief, which is the easiest way to keep it short and clear.
Copy that continues the ad
The headline and opening lines answer the question the ad raised. Below that, the page explains what you offer, who it is for, what it costs or how pricing works, what happens after someone gets in touch, and why they should choose you over the next result. I write it in plain British English, with the specifics people need to decide: areas covered, turnaround times, what is included and what is not.
A layout built for phones
Clicks from Facebook and Instagram ads mostly come through the phone apps, and search campaigns often have a large mobile share too. I check the device split in your own account and lay the page out for a small screen first: the offer and the call or form visible without scrolling, tap-to-call where calls matter, short sections and images that load quickly on a mobile connection.
The form and what happens after it
Each extra field is another reason to give up halfway, so the form asks only for what you need to reply. Where more detail is needed to qualify a lead, a short multi-step form often works better than one long one. The page links to your privacy notice, as UK GDPR expects wherever personal data is collected, and the confirmation page tells people what happens next and when.
Trust and UK advertising rules
Reviews, accreditations, guarantees and before-and-after images go on the page only if they are real and you can back them up, because claims on a landing page are advertising in the eyes of the ASA and the CAP Code. Prices shown to consumers should include VAT. Sectors with their own rules, such as financial services, healthcare and legal, get their wording checked against those rules before launch.
Tracking and consent
I set up the conversion events in Google Ads, the Meta pixel or Conversions API and GA4, and test that each one fires once for each real enquiry. Under PECR, analytics and advertising tags in the UK need the visitor’s consent, so the page works with your cookie banner and Google consent mode rather than around them. Before launch, I run the checks from my guide to testing that conversion tracking records real enquiries.
How I run a landing page project
- Review the campaign. I look at the ads, keywords or audiences, the search terms or placements, and what the current destination page does with the traffic.
- Agree the brief. One offer, one audience, one action, plus the facts and proof you can stand behind.
- Write the copy. You see the words in a document first, so changes are quick and cheap.
- Build the page. Usually on your own website, whether that is WordPress, Shopify, Squarespace or Wix, so it sits on your domain and you own it. If someone else manages your site, I hand them a full specification and check their build before launch.
- Test before launch. Speed, phone and desktop layouts, the form, the confirmation emails and every tracking event, checked against my landing page checklist.
- Launch and review. Once the page has enough traffic to judge, I compare enquiries and cost per enquiry with the old destination and suggest the next change.
Quality Score and the page
Google gives each keyword a Quality Score from one to ten, built from three parts: expected click-through rate, ad relevance and landing page experience. The last of those is about the page itself, meaning whether it is relevant to the search, useful, easy to use on a phone and quick to load. A page that answers the search directly usually helps that part of the score, which in turn feeds into your ad rank and what you pay for a click, although it is one input among several and never a promise of cheaper clicks.
Meta has no Quality Score, but its ad relevance diagnostics include a conversion rate ranking that compares your expected conversion rate with other ads chasing the same audience. A slow or confusing page drags that down. For both platforms, the page and the campaign work best when they are planned together, which is why landing pages sit naturally alongside Google search ads management and the rest of my paid work.
Problems I see most often on UK ad landing pages
- The headline ignores the ad. The ad says “emergency boiler repair in Croydon” and the page opens with the company’s founding story.
- Too many exits. A full navigation menu, social icons and links to unrelated services all compete with the one action that matters.
- A form nobody wants to fill in. Ten required fields, a dropdown for “how did you hear about us” and no word on when you will reply.
- Slow on mobile. Uncompressed hero images and heavy page-builder code mean people tap back before the page has loaded.
- Tracking that counts the wrong thing. Page views of the contact page recorded as conversions, or the same enquiry counted twice, so the bidding learns from bad data.
- Claims that cannot be backed up. “Best in London” or a promise of results with no evidence behind it, which is a risk with the ASA as well as a turn-off for careful buyers.
What you receive
- The agreed brief and the final copy, in a document you keep.
- The finished page live on your domain, or a full specification and a checked build if your own developer builds it.
- Conversion events set up and tested in Google Ads, Meta and GA4, working with your consent banner.
- A pre-launch test record covering speed, layouts, the form and tracking.
- A short review once the page has had enough traffic, with the next change I would make and why. When you have the traffic for it, my A/B test significance calculator shows whether a difference between two versions is real or just noise.
Fees
Landing pages are quoted per project, in pounds, before any work starts. The price depends mostly on how many pages and variants you need, whether I am writing the copy from scratch, which platform the page is built on, and how much tracking and integration work sits behind the form, such as a CRM, a booking tool or call tracking. If I already manage the campaign, the page is planned as part of that work.
Next step
Send me the campaign you want a page for, the address of the page your ads currently use and a line on what the offer is, through my contact page. I look at the ads and the current page before we speak, so the first conversation is about your campaign rather than landing pages in general.