Worked example
Google Ads
landing page.
A good Google Ads landing page keeps the ad's promise on the first screen of a phone: the same words as the search, proof you're real, and one obvious next step. Below is one I've built for a made-up Wyong electrician, in its own branding, with the ad that sends people there and twelve notes on why each part is where it is.
Written by Dan Picken, founder. Last checked 1 November 2026.The search, the ad, the page
One search,
followed through.
It's 7:40 on a Tuesday morning in Wyong. Half the house has no power. Someone grabs their phone and types 'electrician wyong today'.
electrician wyong today
Sponsored
Wattle and Wire Electrical · wattlewire.example
Electrician Wyong, Here Today | Licensed, Fixed Call-Out Fee
Power out or tripping? Local sparky, Wyong to Toukley. Call-out fee quoted upfront. Call now or book online.
Made-up business, for this example
Electrical3Lic. no. shown here
ABN shown here
1Wyong to Toukley
Electrician in Wyong, today.
Power out, tripping, or something sparking? A licensed local sparky, usually with you the same day.
6Call-out fee: $99, quoted before we come. Fixed price for the job before any work starts.
2Call (02) 5550 4321Or book a call back5[Star rating] from [number] Google reviews · see them on Google
4'[A real review from a Google customer goes here, word for word.]'
[First name], [suburb]
7Book a call back
NamePhoneSuburbWhat's happening? (optional)Call me back8We cover Wyong, Tuggerah, Lake Haven, Gorokan, Toukley, Warnervale and nearby.
9Hours 7am to 6pm, Monday to Saturday. After hours, leave your number and we call back by 8am.
- 1
The headline says the search back
The search was 'electrician wyong today'. The ad promised 'here today'. The page opens with the same words, so the visitor knows they're in the right place. Google rates how relevant and useful the landing page is to people who click as one of the three parts of Quality Score.
- 2
The number is text, and it taps to call
Most of these searches happen on a phone, from someone who wants to talk to a person. Google also checks call asset numbers against the website: the number in the ad must be shown on the site, as text, not in an image.
- 3
Licence and business name, up top
In NSW, building trade ads must show the licensee's name and licence number, and that includes ads online. Electrical work is on the list. It also tells a nervous homeowner they're dealing with a real business.
- 4
The whole decision on one screen
Offer, proof and the button, before anyone scrolls. Everything below is for the people who want more before they call.
- 5
Proof that can be checked
The Google rating, with a link to it, and real reviews with first names and suburbs. Picking your most relevant reviews is fine. Making them up, or hiding the bad ones, isn't: the ACCC has guidance on online reviews.
- 6
A full price, or no price
The call-out fee is a complete price for one thing. NSW says a partial price can't be advertised unless the full price is also clear, so 'from $49' with extras hidden is a risk as well as a turn-off.
- 7
Four fields, one optional
Name, phone, suburb, and what's wrong. Everything else can wait for the call. Every extra field is one more reason to give up on a phone keyboard.
- 8
The towns, in words
People check whether you'll come to them. 'Wyong, Tuggerah, Lake Haven, Toukley' answers it faster than a map, and matches how they searched.
- 9
Hours, and the after-hours answer
Someone searching at 9pm needs to know what happens next. 'We call back by 8am' keeps the lead. Silence sends them to the next ad.
- 10
No menu, no pop-ups
There's nowhere to wander off to, and nothing in the way. Google can disapprove destinations with pop-ups or a back button that doesn't work.
- 11
Fast on a phone
One small image, system fonts, almost no script. Google's destination rules also cover pages that don't load quickly. Test it on mobile in PageSpeed Insights.
- 12
Every lead remembers its click
The form saves the Google click ID (gclid) with the enquiry. Later, jobs that turned into paid work can be sent back to Google Ads as offline conversions, so it bids for searches that bring jobs, not just calls.
Everything about this business is invented: the name, the phone number and the price. The rating and reviews are left as placeholders on purpose. On a real page they'd be real, word for word, and link to the source.
Want to see the same rules on a real page? My own free Google Ads audit page is built the same way: no menu, the number in text, one offer, one form.
What I see most often
Where paid clicks
go to waste.
- 1
Every ad goes to the home page
Emergency, quote and 'how much' searches all land on the same page, which answers none of them first.
- 2
The phone number lives in the logo image
You can't tap it, a screen reader can't read it, and Google can't use it to verify a call asset.
- 3
A form built for the office, not the customer
Eight fields, a dropdown for 'how did you hear about us', and a captcha. On a phone, most people give up before the end.
- 4
A pop-up before the page loads
A newsletter offer to someone with no power. It annoys people, and Google's rules can disapprove the page for it.
What I'd test first
Built is the start.
Then test.
Call first, or form first
Some people won't ring a stranger. Test the call-back form above the phone number, and count jobs, not clicks.
The price line
Showing the call-out fee usually puts off a few tyre-kickers and reassures everyone else. Check that it does that for this business.
A separate emergency page
'Power out' and 'quote for new downlights' are different people. Once there's enough traffic, they get a page each.
The honest bit. A great page won't save a weak offer, slow call-backs or a phone that rings out. When the page is right and enquiries still don't turn into jobs, the fix is usually in the business, not the ad.
Check your own page
Twelve checks.
Two minutes.
Open your landing page on your phone, next to the ad that sends people there. Tick what's true. It shows your score and the three fixes I'd make first.
Your score
0 / 12
Fix first
Questions
people ask.
What makes a good landing page for Google Ads?
One that keeps the ad's promise. The headline repeats the search, the first screen on a phone shows the offer, the proof and one clear next step, and nothing gets in the way. For local services, a phone number you can tap matters more than anything clever.
Should Google Ads go to my home page or a landing page?
A landing page, usually. A home page has to talk to everyone, so it answers no one search well. One page for each kind of search, like emergencies and planned work, usually beats one page for all of them.
Does a landing page affect what I pay per click?
It can. Landing page experience is one of the three parts of Quality Score, along with expected click-through rate and ad relevance. Better scores generally mean cheaper clicks and better positions.
Can a landing page use the client's own branding?
Yes, and it should. Same logo, colours and tone as their website and vans, so it feels like the business people expect. It just leaves out the menu and the extras, and lives somewhere like go.theirsite.com.au so the main site isn't touched.
Is the business on this page real?
No. Wattle and Wire Electrical, its phone number and its licence are made up for this example. The phone number comes from the range the ACMA sets aside for fiction, and the rating and reviews are left as placeholders on purpose.
Related
Keep
going.
- ServiceLanding pages and CROPages that keep the ad's promise, tested on real enquiries.
- ServiceGoogle AdsSearch ads built around how buyers decide.
- RegionGoogle Ads, Central CoastLocation settings and an ad radius checker.
- IndustryMarketing for tradiesCalls, quotes and the missed-call problem.
- MethodBuyer State MappingMatch each search to the buyer's state of mind.
- LabWhy your Google Ads look better than they areWhat the platform counts, and what it misses.
Want this for
your ads?
Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.
What happens next
- 1I'll ask for read-only access, or just your website for a search audit.
- 2I go through it and write up the 3 biggest fixes.
- 3A 20-minute call to walk you through it. No pitch unless you ask.