It always makes my eyes roll when I see a Google Ads agency claiming to be “the best”…

Then I check their site, and they don't even have a landing page team.

Because to me, landing pages on Google are the equivalent of creatives on Meta.

The same way you’d test new creatives on Meta…

You should be testing landing page variations, angles, and formats on Google.

And just like how one winning creative can scale into 6, 7 figures in spend...

One winning landing page can “unlock” a new level of scale for your campaigns.

5 months ago, our internal landing page team built a new page for a client.

It was designed to convert comparison queries.

These are the searches people make when they're researching different brands in a product category.

Things like "best standing desk 2026" or “[competitor] alternatives"

It’s very hard to scale this kind of traffic with a collection page or a product page.

You might be able to make it profitable.

But you'll usually hit a ceiling pretty quickly.

So… we built a page specifically for that search intent.

And after we rolled it out…

We were able to scale across a wide range of comparison keywords in multiple countries.

That single page has now spent €315k and generated €859k in revenue.

All of it came from Search campaigns, a channel I've heard plenty of people dismiss as "low scale."

One thing I've noticed is that brands are too quick to write off a strategy or a channel…

When the real problem is how they’re executing it.

Search is the biggest example of this.

There are plenty of keyword types where sending people to a product page or collection page just doesn't make sense.

Those keywords can be profitable…

But only if you build a landing page designed for them.

This applies to Shopping, YouTube, and Discover as well.

Any time a campaign gets stuck at a certain spend level, one of the first things I ask is...

Is there a better landing page we can build for this?

Because it’s one of the biggest (if not the biggest) levers for “lifting” that ceiling up.

Jackson

Founder and CEO of Echelonn

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