How to get cheaper clicks using 3rd-party comparison pages

One of the best-performing landing pages we're running for Google traffic right now is 3rd-party comparison pages.

The concept is simple:

You build a page that ranks the top products in your category, yours included.

The entire piece is structured to read like an organic article.

Here’s an example of what it looks like in practice:

What’s great about this format is that it can work across 3 different placements.

These are placements where a generic product page or category page just won't cut it.

Brands that go that route either can’t turn a profit, or struggle to scale to a meaningful spend.

The first is competitor keywords.

These are searches where someone’s looking up a competitor brand (i.e., “huel protein powder,” “huel review,” “huel alternatives.”)

The goal is to show up in those searches and redirect that high-intent traffic to your site.

Then the page does the “convincing” and shows them why they should choose your product instead.

The second is category keywords.

This includes "best of" searches like "best collagen supplement" or "top grounding sheets"...

Along with broad category keywords like “grounding sheets,” “collagen supplements”

These work especially well in crowded industries like supplements or beauty, where shoppers are more skeptical.

From our data, running this page on those niches can pull much lower CPCs than a standard product page.

We recently rolled this out for one of our clients.

Just a month after launch, one of these campaigns generated €14,777 in revenue at a 4.1 ROAS.

As we put more budget into it, there’s no doubt those numbers will get even better.

The third is Google Discover

This is Google's news feed, where people go to read articles.

The audience there is older.

They treat it like reading newspapers. They slow down, read headlines, and actually engage with the content.

It's the perfect environment for this format, because it looks exactly like something you'd find inside a real publication.

And finally, AI recommendations.

This page also improves your chances of showing up in AI chatbots.

AI models want to recommend brands that have strong signals across the web.

When someone asks ChatGPT for the best product in your category…

It doesn’t just pull data from your website.

It factors in what third-party, trusted sources are saying about you.

Building a page like this is a simple way to feed those signals and get your brand into those answers.

So that’s one of the core landing pages we use to help clients find new customers and scale on Google Ads.

Now, to be fair, this format isn’t new.

Many brands have been using it profitably on Meta for years.

But on Google, it’s almost impossible for us to find brands doing the same across the 3 traffic sources I just walked you through.

From what I’ve seen:

Google Ads are full of “audience pockets” like this… places where you can acquire new customers efficiently that not many people know about yet.

These are pockets that, once unlocked, could add 5, 6 figures a month to your revenue.

If you want to see whether this strategy makes sense for your account…

Or if you’d like to explore what else is possible with Google Ads…

Grab a call with us here.

We'll take a look at what you're running and show you where there's room to add incremental scale.

Jackson

Founder and CEO of Echelonn.

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