A landing page is the webpage users arrive on after clicking your ad. The URL of this page is usually set as the ad’s final URL in Google Ads.
The landing page plays an important role in campaign performance. Google requires that the landing page domain matches the display URL shown in your ad, so users clearly know where they will be taken.
Landing page experience is also a key factor in Quality Score. Google evaluates elements such as:
- How relevant and useful the content is
- How easy the page is to navigate
- How well the page matches the message in the ad
- Page speed and overall user experience
A clear, relevant, and user-friendly landing page can improve conversion rates, lower costs, and help ads achieve better positions.