{"id":4765,"date":"2025-02-19T10:10:54","date_gmt":"2025-02-19T10:10:54","guid":{"rendered":"https:\/\/www.adworld.si\/why-is-a-good-website-the-key-to-successful-google-ads\/"},"modified":"2026-10-26T12:33:04","modified_gmt":"2026-10-26T12:33:04","slug":"why-is-a-good-website-the-key-to-successful-google-ads","status":"publish","type":"post","link":"https:\/\/www.adworld.si\/en\/why-is-a-good-website-the-key-to-successful-google-ads\/","title":{"rendered":"Google Ads landing page: what it needs to turn a click into an enquiry"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4765\" class=\"elementor elementor-4765 elementor-4425\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a0a0597 e-flex e-con-boxed e-con e-parent\" data-id=\"a0a0597\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-adb868f elementor-widget elementor-widget-heading\" data-id=\"adb868f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Google Ads landing page: what it needs to turn a click into an enquiry<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-da3158f e-flex e-con-boxed e-con e-parent\" data-id=\"da3158f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cd66c65 elementor-widget elementor-widget-html\" data-id=\"cd66c65\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"awb\">\n<div class=\"awb-meta\"><span class=\"pill\">SEO and websites<\/span><span>Updated: 26 October 2026<\/span><span class=\"dot\"><\/span><span>9 min read<\/span><\/div>\n<p class=\"lead\">An ad is only as good as the page it leads to. This article explains what Google measures on a landing page, what a visitor needs to see in the first few seconds, and how to check your page before you pay for the first click.<\/p>\n\n\n<div class=\"keybox\"><p class=\"kb-h\">In short<\/p><ul><li>The page must repeat the ad's promise. Someone who clicks on \"aluminium fences\" has to land on a page about aluminium fences.<\/li><li>Above the fold: a headline that answers the search, one call to action, a phone number and one piece of proof.<\/li><li>Keep only the form fields you actually use. Record the enquiry source automatically, not by asking.<\/li><li>Google's speed thresholds: <strong>LCP up to 2.5 s, INP up to 200 ms, CLS up to 0.1<\/strong>.<\/li><li>Reviews and references must be genuine. Fake consumer reviews have been banned across the EU since May 2022.<\/li><\/ul><\/div>\n<nav class=\"toc\" aria-label=\"Contents\"><p class=\"toc-h\">Contents<\/p><ol><li><a href=\"#awb-what-google-measures-as-landing-page\">What Google measures as &quot;landing page experience&quot;<\/a><\/li><li><a href=\"#awb-the-page-must-repeat-the-ad\">The page must repeat the ad&#x27;s promise<\/a><\/li><li><a href=\"#awb-what-must-be-visible-without-scrolling\">What must be visible without scrolling<\/a><\/li><li><a href=\"#awb-the-form-which-fields-belong-in\">The form: which fields belong in it<\/a><\/li><li><a href=\"#awb-trust-what-counts-and-what-never\">Trust: what counts and what never to fake<\/a><\/li><li><a href=\"#awb-speed-google-s-three-thresholds\">Speed: Google&#x27;s three thresholds<\/a><\/li><li><a href=\"#awb-check-it-on-a-phone-not\">Check it on a phone, not a desktop<\/a><\/li><li><a href=\"#awb-checklist-before-you-launch-ads\">Checklist before you launch ads<\/a><\/li><li><a href=\"#awb-faq\">Frequently asked questions<\/a><\/li><\/ol><\/nav>\n<h2 id=\"awb-what-google-measures-as-landing-page\">What Google measures as \"landing page experience\"<\/h2>\n\n<p>Google Ads gives every keyword a Quality Score from 1 to 10. It has three parts: expected click-through rate, ad relevance and landing page experience. Google describes the last one as how relevant and useful your page is to people who click your ad.<\/p>\n\n<p>In Google's own words, the score is a diagnostic tool and not itself an input in the auction. The quality of the ad and the page does, however, affect where your ad appears and what you pay per click. So don't chase the number. Use it as a warning: if a keyword shows \"Below average\", the page doesn't answer that search well enough.<\/p>\n\n<p>In its help pages Google gives four pieces of advice for a better landing page experience: offer what people are looking for, keep the message consistent from ad to page, make the page work on mobile, and improve loading speed. It adds two details many people miss. The search term doesn't need to appear on the page word for word. And conversion rate doesn't affect the landing page experience rating. Source: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6167130?hl=en\">Google Ads Help, using Quality Score<\/a>.<\/p>\n\n<p>The rating tells you whether the page answers the search. Whether the page brings enquiries is something you have to measure yourself, with conversion tracking set to a submitted form or a call, not a page view.<\/p>\n\n<h2 id=\"awb-the-page-must-repeat-the-ad\">The page must repeat the ad's promise<\/h2>\n\n<p>A visitor arrives with two things in mind: the words they typed and the promise they read in your ad. If the first thing they see doesn't connect to both, they go back to the search results. That takes a few seconds.<\/p>\n\n<figure>\n  <div class=\"vs\">\n    <div class=\"vs-card\">\n      <span class=\"vs-tag\">Ad leads to the homepage<\/span>\n      <p class=\"q\">aluminium fence installation near me<\/p>\n      <p class=\"meta\">The visitor sees a slider with five products and the line \"Quality since 1995\". They have to find fences in the menu themselves.<\/p>\n    <\/div>\n    <div class=\"vs-card hi\">\n      <span class=\"vs-tag\">Ad leads to the product page<\/span>\n      <p class=\"q\">aluminium fence installation near me<\/p>\n      <p class=\"meta\">Headline: \"Aluminium fences, supplied and installed in your area\". Below it, photos of finished jobs, a guide price per metre and an enquiry button.<\/p>\n    <\/div>\n  <\/div>\n  <figcaption>Same search, two ad destinations. On the right, the visitor sees immediately that they're in the right place.<\/figcaption>\n<\/figure>\n\n<p>A practical rule: every ad group gets its own landing page. If you have one ad group for stainless steel railings and one for driveway gates, you need two pages. For Hi\u0161a Kovin, a Slovene maker of metal fences and gates, separate pages per product were one of the steps that took enquiries from 7 to 235 a month. More examples are on our <a href=\"https:\/\/www.adworld.si\/en\/portfolio-en\/\">client results<\/a> page.<\/p>\n\n<p>The same goes for the offer. If the ad promises \"quote within 24 hours\" or a \"from\" price per metre, the page has to repeat it near the top, not in the third paragraph.<\/p>\n\n<h2 id=\"awb-what-must-be-visible-without-scrolling\">What must be visible without scrolling<\/h2>\n\n<p>The part of the page a visitor sees before scrolling is called \"above the fold\". On a phone it's very little space. It should hold only what answers three questions: am I in the right place, are these serious people, and what do I do now?<\/p>\n\n<figure>\n  <div class=\"frame\">\n    <svg viewBox=\"0 0 760 520\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" role=\"img\" aria-label=\"Wireframe of a landing page for enquiries: header with logo and phone number, headline repeating the ad's promise, short benefits, an enquiry button, trust signals, a four-field form on the right, and below the fold photos of finished work, how it works, frequent questions and company details.\">\n      <rect x=\"20\" y=\"20\" width=\"720\" height=\"480\" rx=\"10\" fill=\"#ffffff\" stroke=\"#e5e7eb\" stroke-width=\"2\"\/>\n      <rect x=\"20\" y=\"20\" width=\"720\" height=\"46\" rx=\"10\" fill=\"#f1f5f5\"\/>\n      <rect x=\"40\" y=\"33\" width=\"96\" height=\"20\" rx=\"4\" fill=\"#e5e7eb\"\/>\n      <text x=\"88\" y=\"47\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">logo<\/text>\n      <rect x=\"560\" y=\"31\" width=\"160\" height=\"24\" rx=\"12\" fill=\"#daf0f0\" stroke=\"#009999\"\/>\n      <text x=\"640\" y=\"47\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#006f6f\">phone, tap to call<\/text>\n      <text x=\"40\" y=\"104\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"20\" font-weight=\"700\" fill=\"#111827\">Headline = the ad's promise<\/text>\n      <text x=\"40\" y=\"130\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#4b5563\">What you offer, to whom, where and how fast<\/text>\n      <rect x=\"40\" y=\"150\" width=\"10\" height=\"10\" rx=\"2\" fill=\"#009999\"\/>\n      <text x=\"58\" y=\"160\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">a benefit the buyer can check (e.g. quote deadline)<\/text>\n      <rect x=\"40\" y=\"174\" width=\"10\" height=\"10\" rx=\"2\" fill=\"#009999\"\/>\n      <text x=\"58\" y=\"184\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">the area you cover<\/text>\n      <rect x=\"40\" y=\"198\" width=\"10\" height=\"10\" rx=\"2\" fill=\"#009999\"\/>\n      <text x=\"58\" y=\"208\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">guide price or \"from\" price<\/text>\n      <rect x=\"40\" y=\"228\" width=\"210\" height=\"42\" rx=\"8\" fill=\"#009999\"\/>\n      <text x=\"145\" y=\"254\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"14\" font-weight=\"700\" fill=\"#ffffff\">Send an enquiry<\/text>\n      <text x=\"40\" y=\"298\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#006f6f\">Google reviews \u00b7 3 named references \u00b7 company details<\/text>\n      <rect x=\"450\" y=\"84\" width=\"270\" height=\"216\" rx=\"8\" fill=\"#f1f5f5\" stroke=\"#009999\" stroke-width=\"2\"\/>\n      <text x=\"470\" y=\"110\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"14\" font-weight=\"700\" fill=\"#111827\">Form, 3 to 5 fields<\/text>\n      <rect x=\"470\" y=\"124\" width=\"230\" height=\"26\" rx=\"4\" fill=\"#ffffff\" stroke=\"#e5e7eb\"\/>\n      <text x=\"480\" y=\"141\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#4b5563\">Name<\/text>\n      <rect x=\"470\" y=\"158\" width=\"230\" height=\"26\" rx=\"4\" fill=\"#ffffff\" stroke=\"#e5e7eb\"\/>\n      <text x=\"480\" y=\"175\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#4b5563\">Phone or email<\/text>\n      <rect x=\"470\" y=\"192\" width=\"230\" height=\"26\" rx=\"4\" fill=\"#ffffff\" stroke=\"#e5e7eb\"\/>\n      <text x=\"480\" y=\"209\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#4b5563\">What you need (choice)<\/text>\n      <rect x=\"470\" y=\"226\" width=\"230\" height=\"26\" rx=\"4\" fill=\"#ffffff\" stroke=\"#e5e7eb\"\/>\n      <text x=\"480\" y=\"243\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#4b5563\">Town or postcode<\/text>\n      <rect x=\"470\" y=\"262\" width=\"230\" height=\"28\" rx=\"6\" fill=\"#006f6f\"\/>\n      <text x=\"585\" y=\"281\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" font-weight=\"700\" fill=\"#ffffff\">Send<\/text>\n      <line x1=\"20\" y1=\"322\" x2=\"740\" y2=\"322\" stroke=\"#4b5563\" stroke-width=\"1.5\" stroke-dasharray=\"6 5\"\/>\n      <text x=\"730\" y=\"316\" text-anchor=\"end\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"11\" fill=\"#4b5563\">the fold: edge of the screen<\/text>\n      <rect x=\"40\" y=\"340\" width=\"216\" height=\"80\" rx=\"8\" fill=\"#daf0f0\"\/>\n      <text x=\"148\" y=\"385\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">photos of real jobs<\/text>\n      <rect x=\"272\" y=\"340\" width=\"216\" height=\"80\" rx=\"8\" fill=\"#daf0f0\"\/>\n      <text x=\"380\" y=\"385\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">how it works, in 3 steps<\/text>\n      <rect x=\"504\" y=\"340\" width=\"216\" height=\"80\" rx=\"8\" fill=\"#daf0f0\"\/>\n      <text x=\"612\" y=\"385\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"13\" fill=\"#111827\">frequent questions and prices<\/text>\n      <rect x=\"40\" y=\"436\" width=\"680\" height=\"44\" rx=\"8\" fill=\"#f1f5f5\"\/>\n      <text x=\"380\" y=\"463\" text-anchor=\"middle\" font-family=\"Roboto, Arial, sans-serif\" font-size=\"12\" fill=\"#4b5563\">company details: legal name, address, VAT number, contact person<\/text>\n    <\/svg>\n  <\/div>\n  <figcaption>A rough layout for a page that collects enquiries. Above the line is everything a visitor needs to decide; below it, the proof for those still comparing.<\/figcaption>\n<\/figure>\n\n<p>On a phone this layout collapses into one column. The form then drops below the fold, so the enquiry or call button has to stay visible at the top. You don't need a big slider with five messages. People don't read sliders, and they slow the page down.<\/p>\n\n<h2 id=\"awb-the-form-which-fields-belong-in\">The form: which fields belong in it<\/h2>\n\n<p>Every field is one more reason not to send the form. At the same time, every field saves you a phone call. The balance depends on what you sell. For a service worth a few hundred euros you want as many enquiries as possible. For a project worth several thousand, it's better if the form filters a little.<\/p>\n\n<div class=\"tbl-wrap\">\n<table>\n  <thead><tr><th scope=\"col\">Field<\/th><th scope=\"col\">Do you need it?<\/th><th scope=\"col\">Why<\/th><\/tr><\/thead>\n  <tbody>\n    <tr><th scope=\"row\">Name<\/th><td>Yes<\/td><td>So you can address them on the first call.<\/td><\/tr>\n    <tr><th scope=\"row\">Phone or email<\/th><td>One required<\/td><td>Making both required loses people who don't want to give a phone number.<\/td><\/tr>\n    <tr><th scope=\"row\">What you need<\/th><td>Yes, as a choice<\/td><td>Picking from a list is faster than typing and tells you who should reply.<\/td><\/tr>\n    <tr><th scope=\"row\">Town or postcode<\/th><td>If you don't work everywhere<\/td><td>You see at once whether the enquiry is from your area.<\/td><\/tr>\n    <tr><th scope=\"row\">Photos or measurements<\/th><td>Optional<\/td><td>For made-to-measure work it shortens the path to a quote.<\/td><\/tr>\n    <tr><th scope=\"row\">\"How did you hear about us?\"<\/th><td>No<\/td><td>People answer \"Google\" whether they clicked an ad or an organic result. Record the source automatically in a hidden field.<\/td><\/tr>\n    <tr><th scope=\"row\">Address, VAT number<\/th><td>No<\/td><td>You need them for the invoice, not the first reply.<\/td><\/tr>\n  <\/tbody>\n<\/table>\n<\/div>\n<p class=\"tbl-note\">These recommendations apply to enquiry forms for services. Online stores follow different rules.<\/p>\n\n<p>Two technical details that affect your ads. First: if you count conversions by views of a \"thank you\" page, that page must be reachable only after submitting the form, and marked \"noindex\". Otherwise someone finds it through search or a bookmark and inflates your conversions. Second: after submitting, the visitor should see what happens next and when. \"We'll call you today before 4 pm\" reduces the number of people who send the same form to three competitors.<\/p>\n\n<h2 id=\"awb-trust-what-counts-and-what-never\">Trust: what counts and what never to fake<\/h2>\n\n<p>A visitor from an ad often doesn't know you. Before enquiring they want to see that you exist and that you've done the work for others. The strongest proof is proof they can check.<\/p>\n\n<ul>\n  <li><strong>Reviews from your Google Business Profile<\/strong>, with a link to the profile so visitors can verify them. Stars without a link convince nobody.<\/li>\n  <li><strong>Named references<\/strong>: a company or town, a photo of the finished work and a short note on what the problem was.<\/li>\n  <li><strong>Company details<\/strong>: full legal name, registered address and VAT number. A page without them looks like an ad from someone who won't be there tomorrow. EU e-commerce rules require them anyway.<\/li>\n  <li><strong>The name and face of the person<\/strong> who answers enquiries.<\/li>\n  <li><strong>A guarantee or terms<\/strong> written so that anyone can understand them.<\/li>\n<\/ul>\n\n<div class=\"note warn\">\n  <span class=\"lbl\">Don't fake it<\/span>\n  <p>Since 28 May 2022, under Directive (EU) 2019\/2161, posting or commissioning fake consumer reviews is a banned unfair commercial practice in every EU country. Claiming reviews come from customers when you don't check is just as risky. Invented client logos, \"offer ends in 2 hours\" timers that restart every day, and stock photos presented as your team damage trust once someone notices. And someone always notices.<\/p>\n<\/div>\n\n<h2 id=\"awb-speed-google-s-three-thresholds\">Speed: Google's three thresholds<\/h2>\n\n<p>Google measures page speed and responsiveness with three metrics. On <a href=\"https:\/\/web.dev\/articles\/vitals\">web.dev<\/a> it publishes the thresholds for a good experience, measured at the 75th percentile of visits, separately for mobile and desktop. In plain terms, at least three in four visits have to meet the limit.<\/p>\n\n<div class=\"tbl-wrap\">\n<table>\n  <thead><tr><th scope=\"col\">Metric<\/th><th scope=\"col\">What it measures<\/th><th scope=\"col\">Good<\/th><th scope=\"col\">Most common cause of problems<\/th><\/tr><\/thead>\n  <tbody>\n    <tr><th scope=\"row\">LCP<\/th><td>When the largest element on screen appears<\/td><td>up to 2.5 s<\/td><td>An oversized hero image or a background video<\/td><\/tr>\n    <tr><th scope=\"row\">INP<\/th><td>How quickly the page responds to a click or tap<\/td><td>up to 200 ms<\/td><td>Too many scripts: chat widgets, tracking tags, plugins<\/td><\/tr>\n    <tr><th scope=\"row\">CLS<\/th><td>How much content shifts while loading<\/td><td>up to 0.1<\/td><td>A cookie banner that pushes content down, images without set dimensions<\/td><\/tr>\n  <\/tbody>\n<\/table>\n<\/div>\n<p class=\"tbl-note\">Source: Google, web.dev. Status October 2026.<\/p>\n\n<p>One thing that confuses many site owners: the PageSpeed Insights score is a lab test on a simulated phone. Data from real visits appears only if the page has enough traffic. A new landing page often has none for the first weeks. Rely on the lab test then, but don't chase a score of 100. What counts is staying under the limits in the table.<\/p>\n\n<p>On WordPress you gain the most from a smaller hero image in a modern format, removing plugins the page doesn't need, and loading the chat widget only after the first interaction. A caching plugin helps, but it won't fix an oversized image.<\/p>\n\n<h2 id=\"awb-check-it-on-a-phone-not\">Check it on a phone, not a desktop<\/h2>\n\n<p>Most landing pages are reviewed by their owners on a desktop, while visitors from ads often open them on a phone. How many do, you can see in Google Ads by segmenting results by device. Before you launch, open the page on your own phone over mobile data, not office Wi-Fi, and try to send an enquiry.<\/p>\n\n<ul class=\"check\">\n  <li>The phone number is a link that starts a call when tapped.<\/li>\n  <li>The phone field opens a number pad, the email field a keyboard with the @ sign.<\/li>\n  <li>The cookie banner doesn't cover the enquiry button.<\/li>\n  <li>Buttons are big enough for a thumb and not too close together.<\/li>\n  <li>Text is readable without zooming.<\/li>\n  <li>After sending the form you see a clear confirmation.<\/li>\n<\/ul>\n\n<h2 id=\"awb-checklist-before-you-launch-ads\">Checklist before you launch ads<\/h2>\n\n<p>We run through this list for every new page before sending paid traffic to it.<\/p>\n\n<ul class=\"check\">\n  <li>Every ad group leads to a page about what its ad promises.<\/li>\n  <li>The page headline repeats the ad's main promise.<\/li>\n  <li>Above the fold: headline, benefits, one call to action and a phone number.<\/li>\n  <li>The form has only the fields you really need.<\/li>\n  <li>The enquiry source is recorded automatically.<\/li>\n  <li>The conversion counts on submission; the \"thank you\" page is set to \"noindex\".<\/li>\n  <li>The page shows genuine reviews, references and company details.<\/li>\n  <li>LCP up to 2.5 s, INP up to 200 ms, CLS up to 0.1, or at least under those limits in the lab test.<\/li>\n  <li>You've tested the page on a phone over mobile data.<\/li>\n<\/ul>\n\n<ul class=\"check no\">\n  <li>Don't send ads to the homepage, except for searches for your name.<\/li>\n  <li>Don't require both phone and email unless you need both.<\/li>\n  <li>Don't hide the price if your competitors publish theirs.<\/li>\n<\/ul>\n\n<p>How a better page also helps your organic rankings is covered in <a href=\"https:\/\/www.adworld.si\/en\/google-ads-and-seo-optimization-how-they-work-together-to-deliver-the-best-results\/\">Google Ads and SEO together<\/a>. If you'd like us to review your landing page together with the ads that lead to it, <a href=\"https:\/\/www.adworld.si\/en\/contact\/\">get in touch<\/a>. How we run campaigns is described on our <a href=\"https:\/\/www.adworld.si\/en\/google-ads\/\">Google Ads page<\/a>.<\/p>\n<h2 id=\"awb-faq\">Frequently asked questions<\/h2><div class=\"faq\"><details><summary>Can my homepage be the landing page?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>Only for searches for your company name. For everything else, the ad should lead to the page about the product or service the person searched for.<\/p><\/div><\/details><details><summary>Do I need a dedicated landing page, or is a service page enough?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>A good service page is often the best landing page, because it also serves organic search. Build a separate page when you advertise a promotion, an offer for a specific area, or when the existing page was written for a different audience. Mark such versions \"noindex\" if they differ only slightly from the main page.<\/p><\/div><\/details><details><summary>How do I see how Google rates my page?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>In Google Ads, add the Quality Score and landing page experience columns at keyword level. \"Below average\" means the page isn't relevant or useful enough for that search.<\/p><\/div><\/details><details><summary>How many fields should the form have?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>As many as you need to reply the first time. For most services that's name, contact details and a short choice of what they need.<\/p><\/div><\/details><details><summary>Does conversion rate affect landing page experience?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>According to Google's guidance, no. Conversion rate helps you measure how well the page works, but it doesn't feed into the landing page experience rating. So a page can score well and bring few enquiries, and the other way round. Watch both.<\/p><\/div><\/details><details><summary>Do I need a PageSpeed score of 100?<span class=\"sign\" aria-hidden=\"true\"><\/span><\/summary><div class=\"body\"><p>No. The PageSpeed Insights score is a lab test. Data from real visits, where Google has it for your page, matters more, as does staying within the limits for LCP, INP and CLS.<\/p><\/div><\/details><\/div>\n<div class=\"cta-box\"><h2>More enquiries from the same visits?<\/h2><p>We review landing pages, speed and the path to enquiry.<\/p><div class=\"btns\"><a class=\"btn\" href=\"https:\/\/www.adworld.si\/en\/contact\/\">Free analysis<\/a><a class=\"btn ghost\" href=\"https:\/\/www.adworld.si\/en\/contact\/\">Contact<\/a><\/div><\/div>\n<h2 class=\"rel-h\" id=\"awb-rel\">Read next<\/h2><ul class=\"related\"><li><a href=\"https:\/\/www.adworld.si\/en\/google-ads-and-seo-optimization-how-they-work-together-to-deliver-the-best-results\/\">Google Ads and SEO together: where they help each other (and where they don&#x27;t)<\/a><\/li><li><a href=\"https:\/\/www.adworld.si\/en\/creating-or-optimizing-an-online-store-checklist\/\">Online store optimization checklist: what to fix before you advertise<\/a><\/li><li><a href=\"https:\/\/www.adworld.si\/en\/google-ads-the-best-path-to-success-in-digital-marketing\/\">How Google Ads works: the auction, Quality Score and campaign types<\/a><\/li><\/ul>\n<div class=\"author\"><span class=\"av\" aria-hidden=\"true\">AW<\/span><div><p class=\"name\">Adworld, Kranj<\/p><p>Google Ads, Meta and SEO agency. We run client accounts directly, without handing them to juniors.<\/p><p style=\"font-size:14px;color:#6b7480;\">This article was produced with the help of AI tools. Facts and platform rules were checked against the sources named in the text, as of October 2026.<\/p><\/div><\/div>\n<\/div>\n<script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@graph\": [{\"@type\": \"BlogPosting\", \"@id\": \"https:\/\/www.adworld.si\/en\/why-is-a-good-website-the-key-to-successful-google-ads\/#article\", \"headline\": \"Google Ads landing page: what it needs to turn a click into an enquiry\", \"description\": \"What a Google Ads landing page needs: message match with the ad, the right content above the fold, a short form, real trust signals, Google's speed limits.\", \"inLanguage\": \"en\", \"dateModified\": \"2026-10-26\", \"mainEntityOfPage\": \"https:\/\/www.adworld.si\/en\/why-is-a-good-website-the-key-to-successful-google-ads\/\", \"author\": {\"@type\": \"Organization\", \"name\": \"Adworld\", \"url\": \"https:\/\/www.adworld.si\/\"}, \"publisher\": {\"@type\": \"Organization\", \"name\": \"Adworld\", \"url\": \"https:\/\/www.adworld.si\/\"}}, {\"@type\": \"FAQPage\", \"@id\": \"https:\/\/www.adworld.si\/en\/why-is-a-good-website-the-key-to-successful-google-ads\/#faq\", \"mainEntity\": [{\"@type\": \"Question\", \"name\": \"Can my homepage be the landing page?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Only for searches for your company name. 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Mark such versions \\\"noindex\\\" if they differ only slightly from the main page.\"}}, {\"@type\": \"Question\", \"name\": \"How do I see how Google rates my page?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"In Google Ads, add the Quality Score and landing page experience columns at keyword level. \\\"Below average\\\" means the page isn't relevant or useful enough for that search.\"}}, {\"@type\": \"Question\", \"name\": \"How many fields should the form have?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"As many as you need to reply the first time. For most services that's name, contact details and a short choice of what they need.\"}}, {\"@type\": \"Question\", \"name\": \"Does conversion rate affect landing page experience?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"According to Google's guidance, no. Conversion rate helps you measure how well the page works, but it doesn't feed into the landing page experience rating. So a page can score well and bring few enquiries, and the other way round. Watch both.\"}}, {\"@type\": \"Question\", \"name\": \"Do I need a PageSpeed score of 100?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"No. The PageSpeed Insights score is a lab test. Data from real visits, where Google has it for your page, matters more, as does staying within the limits for LCP, INP and CLS.\"}}]}]}<\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The ad brings the click; the page turns it into an enquiry, or doesn&#8217;t. 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