By John Eberhard
Over the last year I’ve been on a campaign to increase the leads for my Google Ads clients. This has mostly consisted of creating new customized landing pages.
I started managing Google Ads campaigns for a realtor in 2005. Over the years I’ve found that custom landing pages always perform better in terms of volume of leads, than having your ads land people on a home page or even a sub-page of a website.
And one clue I’ll give you is that it works best NOT to have a navigation menu on your landing page. ChatGPT even agrees with me on this. Which tells me that this fact is now considered common knowledge in the pay per click management field. But I still see lots of people landing people on their home page.
So I’ve always had good response rates and effective landing pages. But this last year I did some research on what other people were putting on their landing pages and where, and started testing these new formats against the ones I was using before.
One client was averaging 100 leads per month, and with the new format his leads just kept climbing and climbing, after 6 months to over 200 leads per month. I noticed he was getting some bogus leads, so I implemented some actions to combat that, and expected his leads to drop. But this month his leads are currently at 209 and he’s got a week left to his monthly period.
I have another client where I noticed a few months ago that they were getting hardly any people filling out the forms from mobile phones. Now bear in mind all of my landing pages display correctly on mobile, so it wasn’t that.
I did some more research on what should go on a mobile landing page, designed a page like that, and created a campaign displaying only to mobile phones. That was in March, and in March the client got 42 leads. In April they got 85 leads. In May they got 149 leads, which is highest ever for this client.
I think the landing page is the critical part of any Google Ads campaign, although you do have to make sure you are cutting out clicks from the wrong publics or from click fraud. Other than that though, the landing page is the thing. Once you get legit clicks, your landing page is the thing that seals the deal.
If you would like a free consultation on pay per click advertising on Google Ads, Bing Ads, or Facebook, contact Real Web Marketing at 661-441-2429, or fill out a form here.
