Google Ads
Match the landing page to the search promise
Visitors clicking a specific service expect a specific answer. Broad homepages can add unnecessary work.
Put it into practice
- State service and location clearly.
- Show relevant evidence.
- Explain the next step.
Before acting on account data, confirm that tracking works and that the reporting period allows for your sales cycle. Interface labels and available controls can change, so check current Google Ads documentation when implementing settings. Recommendations here are decision frameworks, not promises of a particular return.
A practical example
Commercial cleaning ads should lead directly to the relevant service information.
What to measure
Measure valid enquiries and conversation quality.
Do not advertise conditions the destination cannot substantiate.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.