PPC Landing Page: Examples & Best Practices (Tried & Tested)

This is an article dedicated to everything related to PPC landing pages. If you are a marketer or an entrepreneur looking to improve your strategy to optimize the results of pay per click advertising campaigns this article may be interesting for you.

Here I will try to explain the concept, their structure, some best practices and we will review real examples used by well-known brands. So get ready to uncover some secrets and let’s dive right in.

What is a PPC Landing Page?

PPC landing pages are essentially standalone pages where visitors land after clicking on a pay-per-click (PPC) ad. These pages are specifically designed to get visitors to convert into leads or customers by selling a product, subscribing to a service, downloading something valuable or signing up for a free trial.

Unlike other sections of a website, which can have multiple objectives and encourage exploration, PPC landing pages are designed for conversion. In terms of their creation, they must be consistent with the promise of the ad and provide an intuitive and simple path for the visitor to complete the desired action.

The success of this type of landing page is measured by its conversion rate, in other words, the percentage of visitors that complete the desired action. Therefore, it is critical to optimize the landing page to maximize this conversion rate.

It is common to use them when you are running campaigns through Google Ads and Facebook Ads, keeping in mind that the most important thing is to test the performance of the different elements and structure to achieve the best conversion rates. If you perform A/B tests by making small variations in these pages, you can significantly improve the effectiveness of your PPC campaigns.

🏆 Best tools for creating a PPC Landing Page:

Anatomy of a PPC Landing Page

Many times, when we want to start campaigns on Google Ads or Facebook Ads, we focus much more on optimizing the ads than on improving the landing page. Believe me I have seen horrible landing pages with minimal chances of generating conversions and that is a synonym of bad results. Please, take the time to design your PPC landing page! 👈😉

An effective PPC landing page is like a well-crafted story. It should guide visitors through a journey that begins with a strong headline and ends with a compelling call to action.

Like the most memorable stories, successful PPC landing pages are carefully structured, with each element playing a specific role in guiding visitors toward conversion. To help you understand some of these key elements, we have compiled a list of elements that you can incorporate into your site.

Elements to include in an effective PPC landing page:

1. Hero image: It is common to find this type of images at the top of PPC landing pages. Make sure to use one that is highly relevant to the products or services offered.
2. Headline: This is the first thing your audience will see. The headline should be compelling and clearly convey the unique value of your offer. It is usually placed above the hero image.
3. Subheadline: Use a subtitle that complements the headline by providing additional details about the offer. It can help the visitor to stay on the page.
4. Creative and benefit-oriented copy: Expand the headline and subheadline to explain more details about the product, service or offer. It is highly recommended that you use creative, easy to read and persuasive copy.
5. Lead capture form: On many PPC landing pages, the ultimate goal is to collect visitor information for future marketing efforts. If this is your goal, create a simple form that asks for essential information.
6. Clear CTA: Use a call-to-action button that really stands out on the page and use an appropriate action-oriented message. Indicate clearly what action they should take next.
7. Social proof: Testimonials and reviews are essential to build credibility. They demonstrate that your product or service delivers what is promised and helps customers in a satisfactory way.
8. Trust indicators: These can be guarantees, adward badges or certifications that can help you to build trust with your visitors.

If you are able to incorporate many of these elements into your landing page and build a proper structure, you will guide visitors to the desired action.

How to create a PPC Landing Page

Creating a successful PPC landing page may seem like a complex task, especially if you are new to digital marketing. However, thanks to existing tools on the market it is a relatively quick and easy task to do.

The process of creating a PPC landing page can follow different roads, and the best approach will depend on your needs, resources and level of expertise. Whether you’re thinking of using a landing page builder, a content management system (CMS) like WordPress or hiring a freelancer or agency, each path has its own strengths and considerations.

Let’s go deeper into each of these options.

1. Using a Landing Page Builder

The first option is to use a landing page builder, such as Leadpages, Unbounce or Landingi, which offer a simple and intuitive way to create professional-looking landing pages without touching any code.

These platforms are ideal for those who don’t want to invest time and are looking for a simple solution. Most of these tools incorporate a large library of pre-configured templates and feature a drag-and-drop editor that makes it easy to move and modify the different elements.

However, they require a subscription fee and, while very flexible, may not offer the same level of customization as other options. My recommendation is to use the free trial period and evaluate if they fit your needs.

2. Using a CMS like WordPress

You may want to consider the second option if you already have a website created with a CMS such as WordPress. With these tools you can also build your PPC landing page.

This solution is perfect for those who are used to manage CMS and have some knowledge and digital skills. In this case you will need to install one of the best plugins to create landing pages such as Elementor, Breaver Builder or OptimizePress (our favorite).

Once you install one of these plugins, you can create a specific page through the control panel and easily customize it. However, this method may require a steeper learning curve and a greater investment of time, especially for those who are not familiar with this type of platforms.

3. Hiring a freelancer or agency

The last option is to hire a freelancer or a digital marketing agency. This can be an excellent option if you have the budget, lack the time or don’t have the expertise to create landing pages on your own.

Freelancers or a digital marketing agencies usually have the expertise to create high-converting landing pages and can help you with your project thanks to the experience they have. They can handle any necessary coding, design and testing tasks. This option, while potentially more expensive, can produce very effective results and save you a lot of time and effort.

To find competent agencies you can search locally through the Internet and in case you prefer to work with a freelancer, you can find them on platforms such as Upwork or Fiverr. These platforms are full of good professionals at reasonable prices.

10 PPC Landing Page Examples

Now that we’ve seen the basics of PPC landing pages, it’s time to put the theory into practice. In the next section, we show you a selection of real-world examples that illustrate these fundamentals in action.

These examples will inspire you to create your own page, helping you understand what works and why it works. So, let’s explore some of the best PPC landing page examples out there!

1. Epidemic Sound

Epidemic Sound is a Swedish company that offers a subscription to a library of royalty-free music tracks and sound effects. The company has launched this incredible advertising landing page that wants to persuade the visitors to convert them directly into customers by promoting a 30-day free trial.

What do we like the most?

• The structure of this PPC landing page is good and incorporates many key elements
• The blue CTA button stands out against the black background and is displayed in many locations
• The “Frequently Asked Questions” section resolves many of the doubts that users may have
• Including the floating CTA while the user is scrolling increases the chances of conversion

What can be improved?

• The secondary CTA “Read more” may distract the user
• The footer navigation menu should be hidden to prevent the user from leaving the page
• It would be great to include testimonials from users who use the platform

2. CookUnity

CookUnity is a meal delivery service that connects independent chefs with customers looking for fresh, healthy and varied food options. This is a good PPC landing page example where the company takes care of all the elements and offers a one-week trial of the service.

What do we like the most?

• They include a video and images showing the chefs, which provides a lot of confidence to users
• The “Get Started” CTA is eye-catching and is used to request a single piece of personal information
• They use a closing argument and the offer at the bottom of the page

What can be improved?

• There are several buttons that redirect users to other sections, so they may lose focus
• The navigation links in the footer should be hidden

3. Jasper

Jasper is a content creation tool using Artificial Intelligence that helps companies and individuals to create content. This eye-catching PPC landing page design stands out for its colors and excellent structure.

What do we like the most?

• The heading and subheading clearly explain the potential of the tool
• An explanatory video is included, very useful to convince visitors
• Dozens of testimonials explaining the experience with the tool are included
• They have decided to hide the navigation menus so as not to distract users

What can be improved?

• Some iframes are not displayed due to a technical error
• The logo has a link to the homepage so users can leave the page

4. Polestar

Polestar is a Swedish automotive brand owned by Volvo Cars that showcases this sophisticated landing page. This page displays the car as the user scrolls using high-impact images and a beautiful structure.

What do we like the most?

• The colors, typography and photographs used reflect the brand identity really well
• Two permanent CTAs are displayed while the user scrolls
• Both the primary and secondary CTA buttons have clear text
• The background images are attractive and related to the offer

What can be improved?

• For some users, this type of navigation may be somewhat uncomfortable
• The footer and navigation links may contribute to the user leaving the section

5. Uber Eats

Uber Eats is a popular food ordering and delivery platform available in many cities around the world. In this PPC landing page example, you can see that the company displays a well-structured page and invites the user to enter their delivery address to initiate an order.

What do we like the most?

• The headline is very simple, but it explains correctly what Uber Eats does
• The black CTA button and address bar stand out and encourage visitors to start an order
• A secondary call to action appears in the top bar, allowing the user to register at any time
• At the bottom of the page there is a FAQ section to help users resolve their questions

What can be improved?

• Customer testimonials are not shown, something that could provide security to the user
• Footer navigation menu should be hidden

6. Puppet

Puppet is open source software that enables IT operations teams to manage more infrastructure and automate complex workflows at scale. In this advertising landing page we can find a form where the company wants to collect personal data in exchange for a free trial.

What do we like the most?

• The bullet points provide a quick explanation of the benefits of signing up
• The navigation menu is hidden, so there is no visible way to exit
• The “How To” headline conveys a clear benefit to the user

What can be improved?

• All fields in the form are required, which may cause visitors not to fill in the form
• The white color of the CTA button makes this button easy to miss
• The footer displays social media icons, allowing visitors to escape without converting

7. Monday.com

Monday Sales CRM is a software solution that enables sales teams to manage their sales pipeline, track leads and effectively maintain customer relationships. On this minimalist landing page, the company offers a 14-day trial to test the tool in exchange for user registration.

What do we like the most?

• They show an eye-catching headline that makes a promise
• The main navigation menu has been hidden, which prevents page abandonment
• The blue color of this CTA button contrasts well with the white color of the page

What can be improved?

• Only a single testimonial is shown. Adding others would help visitors to make a decision.
• The navigation links in the footer have not been hidden
• The award badges displayed are not up to date, which may generate doubts among users

8. Greenpeace

Greenpeace is an independent global organization dedicated to preserving endangered animal species and preventing environmental abuses through creative non-violent actions. In this pay-per-click landing page example, you can see the company’s goal of raising donations.

What do we like the most?

• An emotional background image is used to reach the sensitive side of the visitor
• There is only one eye-catching form where the user can choose how to collaborate
• The green color of the CTA button grabs attention

What can be improved?

• The headline “Donate today” within the form does not convey a clear benefit. It is advisable to use a more sophisticated message.
• It would be nice if there was an explanatory text about what they plan to do with the donations
• They do not follow the usual structure of this type of pages

9. Key Currency

Key Currency is a foreign exchange and international payment service provider based in the UK. Through this page, the company tries to capture qualified potential customers in order to convert them into real customers.

What do we like the most?

• The headline provides a clear benefit, such as receiving a quick quotation
• The bullet points quickly communicate the advantages of the offer
• The lead capture form is appropriate when only the email address is requested. Therefore, it can better convert.
• The testimonials displayed reinforce the credibility of this offer

What can be improved?

• The logo at the top has a link to the homepage and the Trustpilot logo redirects the user away from the landing page. These links should be removed.
• The hero image does not match the service provided
• Links in the footer can drive potential customers away from the page

10. Liberty Mutual

Liberty Mutual is a global insurance company based in Boston (USA) that has created an eye-catching landing page that offers a discounted offer to those who sign up through this page.

What do we like the most?

• The headline is benefit-oriented, telling users about potential savings
• The main image is very funny, so it helps to capture the attention of users
• Links that may cause users to leave have been hidden
• Only one field is asked to be filled in at the beginning, so it is easier for users to get started

What can be improved?

• The copy could be developed as the page seems too simple.
• Adding some customer testimonials would help visitors to make their decision

PPC Landing Page Best Practices

Pay-per-click (PPC) advertising is a very common digital marketing strategy that basically seeks to drive targeted traffic to a website.

In order that you can turn that traffic into conversions, you need to create an effective advertising landing page and follow some good practices, as this will help you make much better use of your advertising budget.

In many cases, your landing page will be the first point of contact with your audience, so it is important that you carefully plan the design and make data-driven decisions.

PPC Landing Page Best Practices:

1. Focus on your target audience: It is important that you know in advance the profile of the people who will visit your landing page. Think about all the details so that visitors feel identified by showing relevant and attractive content for them.
2. Be consistent with the advertisement: The first thing you should keep in mind is that your landing page must match the promise made in your ad copy. This alignment is critical to maintaining the trust and interest of the visitor who clicked on your ad.
3. Explain your value proposition: You must explain your value proposition by objectively and directly explaining the benefits that your product or service can bring to your customers.
4. Provide clear and concise information: The content of your landing page should be simple and straightforward. Avoid displaying unnecessary information or complex language. Remember that you need to maximize conversions to get a good ROI on your PPC campaigns.
5. Provide credibility: It is important to include signals such as customer testimonials and badges. Any consumer wants to know what other people or companies think about a product or service.
6. Test different elements: You should perform A/B testing by making variations in the structure, elements and layout of your PPC landing page. The difference in terms of conversion can be very considerable, that’s why it is so important to test. I recommend that you rely on Google Analytics and other web analytics tools to measure results.

I hope these tips will help you create a PPC landing page that effectively converts visitors into leads or customers, thus maximizing the return on your advertising budget.

Want to learn more?

• 12 Best Landing Page Builders to Maximize Conversions
• 30 Inspiring Landing Page Examples that Convert
• 180 Call To Action Examples to Boost Your Conversions

Frequently Asked Questions