Landing page

A landing page is the web page people arrive at after they click an ad, an email or a link in a campaign. In advertising, a landing page is usually a dedicated page built around one offer and one action: leave a phone number, sign up for a trial or buy.

What is a landing page?

Google Ads defines the landing page as the webpage where people end up after they click your ad, usually the same as the ad’s final URL. Google’s policy requires the landing page and the display URL to share the same domain (Google Ads Help, Landing page, accessed October 2026).

GA4 uses the term more broadly. In its Landing page report, the landing page is the page path and query string of the first pageview in a session (Google Analytics Help, Landing page report, accessed October 2026). If a session starts on the homepage, the homepage is that session’s landing page.

How a landing page affects ad costs

In Google Ads, landing page experience is one of the 3 components of Quality Score, along with expected CTR and ad relevance. Each component is rated Above average, Average or Below average, compared with other advertisers whose ads showed for the exact same search over the last 90 days (Google Ads Help, About Quality Score, accessed October 2026).

Google judges this experience by the usefulness and relevance of the information, ease of navigation, the number of links on the page and the expectations people bring from the ad they clicked. Landing page experience is also part of the ad quality used to calculate Ad Rank, so it affects ad position and actual CPC (Google Ads Help, Actual cost-per-click, accessed October 2026).

Landing page checklist for ads

1. Give people what they are looking for. Google’s example: someone who searches for “flannel shirts” and clicks an ad for flannel shirts should land on a page that features your flannel inventory. You do not need to copy the search phrase word for word into the headline.
2. Keep the ad’s promise. The offer, price and call to action in the ad must appear on the page (Google Ads Help, 5 ways to use Quality Score, accessed October 2026).
3. Pass Core Web Vitals: LCP within the first 2.5 seconds, INP under 200 milliseconds, CLS under 0.1 (Google Search Central, Core Web Vitals, accessed October 2026). Check real data in the Core Web Vitals report in Google Search Console.
4. Pass Google’s page experience questions: the page is served over HTTPS, displays well on mobile, does not use so many ads that they interfere with the main content, and avoids intrusive interstitials (Google Search Central, Understanding page experience, accessed October 2026).
5. Keep the form short with one action button. A form that collects phone numbers collects personal data; see our guide to Vietnam’s personal data protection law and lead capture.
6. Make it measurable. Google suggests using conversion rate as a proxy for landing page experience; it does not change your landing page status, but you can measure and optimize with it.

Example: same budget, different landing page (hypothetical)

A dental clinic runs ads for braces at VND 20 million a month with a CPC of VND 5,000, which buys 4,000 clicks.

• Sent to the homepage at a 1% conversion rate: 40 leads at VND 500,000 each.
• Sent to a dedicated braces landing page at 2.5%: 100 leads at VND 200,000 each.

For a fair comparison, run both pages at the same time and split the clicks evenly.

Frequently asked questions

Does a landing page need SEO?

Not if it is only used for ads. If you want organic traffic, Google says Core Web Vitals are used by its ranking systems, but good scores do not guarantee top rankings.

Should I send ad traffic to my homepage?

Only for brand keywords. For an ad about one product, the homepage makes people search again on their own.

If you need landing pages and lead campaigns that are measured down to each lead, see Adtek’s Lead Generation solution or contact the Adtek team.