Service, by job
Landing pages for PPC: the page decides the CPC and the conversion rate
Landing page experience is one of the three parts of Quality Score, alongside expected click-through rate and ad relevance, and Quality Score sets what you pay for a given position. The same page sets the conversion rate, which sets the cost per lead. So the page the click lands on is not a detail of the campaign; it is half the account. We build and fix these pages ourselves, and the ones we have built for clients have measured 98 out of 100 on Google's mobile PageSpeed test.
Measured, not claimed
98/100
mobile PageSpeed, a client site we built in Chester, live July 2026
65 to 96
mobile PageSpeed on a tuning site, fixed without a rebuild
2.4s
largest contentful paint on that site on a phone, down from 11 seconds
3rd
in the map pack by week five for the Chester site
Both are SEO clients of Webso Digital rather than PPC accounts; the pages are the same kind of page an ad lands on and the speed work is the same work. Full caveats on the results page.
What the click needs to find
One search, one page, one action
Someone who searched “boiler repair Chester” and clicked an ad that said boiler repair in Chester needs to land on a page whose first screen says boiler repair, Chester, a price or a promise, and a number. Everything else on the page is there to remove a doubt.
- 1
The headline repeats the search
Not the company slogan. The words they typed, the place if it matters, and the outcome. Ad relevance and landing page experience both read this.
- 2
One action, visible without scrolling
A tap-to-call number for a phone business, a short form for a quote business, a product grid for a shop. Not all three, not a menu of twelve links.
- 3
A form that asks for the minimum
Name, phone, one question. Every extra field costs a share of the people who started. The rest can be asked on the call.
- 4
Proof next to the action
Real reviews with dates, the accreditation that matters in your trade, a photo of the van or the team. Not a stock family on a sofa.
- 5
Speed on a phone, on 4G
Under two and a half seconds to the largest element. Real photos compressed properly, no page builder bloat, no chat widget loading before the content.
- 6
The tracking that proves it worked
The form submission and the call each fire one conversion, once, with Consent Mode in place, so the campaign learns from customers rather than page views.
Forms and calls
Counting what arrived, not what was clicked
A form conversion is counted when the submission succeeds, not when the button is pressed and not when a thank-you page is refreshed. Calls from ads use a Google forwarding number in the call assets and, on the page, a number swapped in for visitors who came from an ad, with a minimum duration of around a minute so a wrong number is not a lead. Where call volume is the business, a call tracking service records the source of every call and the recordings tell us which searches produce customers rather than quotes for something you do not do.
Both feed back into bidding. A form that reaches you and a call that lasts count as primary conversions; a brochure download or a page view is secondary at most. The distinction is what stops Smart Bidding from buying the cheapest click that looks like a lead.
What we test
One change at a time, judged on cost per lead
| Test | What changes | How it is judged |
|---|---|---|
| Headline | The search phrase against the outcome phrase | Conversion rate, over at least 100 clicks per side |
| Form length | Three fields against six | Leads per hundred visitors, then lead quality from you |
| Call button placement | Sticky on mobile against in the header only | Calls over a minute per hundred mobile visitors |
| Proof block | Reviews with dates against accreditation logos | Conversion rate; run as a Google Ads experiment with a split of traffic |
What we will not put on a page
Nothing the CAP Code or Google's policies would object to
No countdown timers that reset, no “only two left” that is not true, no pop-up asking for an email before the page has said anything, no reviews without a source. UK advertising falls under the CAP Code, Google Ads has its own misrepresentation policy, and a landing page that breaks either gets the ads disapproved and the trust lost. A page that tells the truth quickly converts better anyway, and we can show the numbers that say so on the results page.
Related
Where this connects
Questions about landing pages
Can you send my ads to the homepage instead?
You can, and most accounts we audit do, which is why their cost per lead is what it is. A homepage has to introduce the whole business; a landing page has to answer one search. The difference shows up as conversion rate, and as the landing page experience part of Quality Score, which changes what you pay per click.
Do I need a separate page for every campaign?
One per intent, not per keyword. Boiler repair and boiler installation are different pages because the searcher wants different things; boiler repair in two neighbouring towns is one page with the area named honestly. Five to eight pages cover most accounts.
Will the page be on my website or yours?
Yours. It sits on your domain, under your control, and you keep it if you leave. If your current site cannot host a fast page, we build it on our own stack and point your domain at it, and we say what that involves before starting.
How do you track phone calls?
A Google forwarding number in the call assets and on the page for people who came from an ad, with a minimum duration so misdials do not count, and where the volume justifies it a call tracking service that swaps the number by source. Calls arrive on your normal number; only the reporting changes.
Is the landing page included in the fee?
Changes to an existing page are part of the Growth tier and above. A new page built from scratch is quoted separately, and the price depends on whether your site can host it; ask on the quote form and the reply gives the figure.
Paste the page your ads land on. We reply with its speed on a phone and the three things to fix.
No account access needed for this one; the page is public. If you want the campaigns read too, add your customer ID.