How to get average Google ads results (try to avoid this)

“Ads alone won’t help you scale.”

It's generic but true.

Today, I wanted to dial into one aspect that we see time and time again.

Because it’s an approach issue.

What most brands need to understand is that Google ads is driven mainly by relevance and customer experience.

You can have the best ads in the world - but if the next part of the funnel sucks, conversions will suck.

Simple math.

Let’s break it down in a situation.

You're paying top dollar to get your ad in front of high-intent shoppers actively searching for what you sell.

They click, expecting to find exactly what they need.

Instead, they land on your generic homepage with no clear path to purchase.

Or worse, a basic product page that doesn't meet their needs.

It's like inviting a dinner guest over and making them rummage through your whole fridge and pantry to piece together their meal. 

Over the past four years, my agency has created and tested hundreds of Google ad landing pages for top ecommerce brands.

The hands-down winners? 

Just two types.

1. Persona-specific pages:

We craft dedicated pages for each core buyer persona, focusing on their unique pain points, desires, and barriers to purchase.

For example, you sell a hiking backpack with a laptop sleeve.

For the "hardcore hiker" persona, you'd play up the durability and comfort features.

But for the "digital nomad", the copy would center on the laptop protection and TSA-friendliness.

2. Keyword-specific pages:

We also build customized pages for the highest-potential keyword themes, ensuring the messaging matches the search query perfectly.

So, if someone searches "ultralight hiking backpack," they'll land on a page all about how your pack is the lightest on the market.

The headline, images, benefits, and CTA all reinforce that single idea.

But for "carry on travel backpack” the page would shift to airline size limits, overhead bin fit, organization pockets, etc.

This level of message match slashes bounce rates and spikes time on the page.

Visitors instantly know they're in the right place.

Then it's just a matter of channeling their interest into action with CRO.

But this is relevant to Google ads because you need to fix your approach before you start the traffic machine.

It's just something to munch on, guys.

See you in the next one.

Jackson

CEO and Founder of Echelonn

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