Landing pages—the pages users see after clicking an ad—are crucial for digital marketers. Advertisers pay for each click to attract visitors, and these pages must persuade them to take action, whether that’s making a purchase, filling out a form, or calling the business.

For a long time, it was common practice to remove unnecessary elements from landing pages to keep the visitor focused on the main goal, such as making a purchase or submitting a form. This approach distinguished landing pages from regular web pages.

However, a recent Google Ads announcement may shift this perspective. The update suggests that if users struggle to find specific tabs or links on a landing page and return to search results, it could negatively impact ad quality. A lower ad quality score means higher costs in Google Search Ads. (See: Quality Score.)

This update appears to encourage advertisers to use more standard pages for ad destinations, making ad-driven pages resemble organic search results. Important pages—such as contact information, references, or other supporting content—may need to be more visible on landing pages.

That said, while a higher quality score can reduce ad costs, it doesn’t necessarily lead to more sales. A well-optimized landing page might attract visitors more efficiently, but if they don’t convert, the business still faces profitability challenges. Many advertisers may still opt for highly focused landing pages despite the risk of increased costs.

Source & Further Reading

• Search ads and the importance of landing page navigation

• About Quality Score for Search campaigns

Disclaimer

We are not affiliated with Google Ads. All trademarks are the property of their respective owners. This content is for informational purposes only.

Like any optimization review or digital marketing commentary, these insights are based on personal experience and perspective. They do not guarantee business results. For accurate information, always refer to official sources.