Landing Page
(Odredišna stranica)📚BasicsA landing page is the page a user reaches after clicking an ad - designed to match search intent and drive one clear action (purchase, form, call).
Aliases: LP · Landing stranica · Prodajna stranica
What it is
A landing page is the page a visitor reaches after clicking an ad, built to answer what they searched for and lead to one clear action. Its quality feeds into Quality Score through the Landing Page Experience component, so it shows up in what a click costs.
My take
When a client sends all their paid traffic to the homepage instead of to a page that answers the query, that is the first place I look for the cause of a low conversion rate.
Example
Same campaign, two destinations: the homepage turned 300 clicks into 3 enquiries (1%), while a page built for that query turned the same 300 clicks into 15 (5%). The budget is identical; only the destination changed.
Benchmarks
- LCP (Largest Contentful Paint): < 2.5s
- Forma - broj polja: 3-5 polja max
Read in depth
Why Google Ads campaigns don't deliver →Related terms