Product page vs. Sale page: Which works better for Shopping Ads?

The standard approach to Shopping Ads is to send traffic to product pages or collection pages.

That works just fine for branded traffic.

But for prospecting campaigns, they’re not always the best option.

From our tests, we’ve found that a dedicated sales page can perform way better.

The issue with product pages or collection pages is that…

They’re designed for people already looking to buy your products.

Multiple colors. Variants. Specs. All the options laid out at once.

That’s fine when someone is familiar with your brand.

But someone who just discovered you through a Shopping ad?

All of those options can quickly overwhelm them.

More importantly, they don't get enough context about WHY they should choose your brand

Both of these issues can easily be solved with a sales page.

They guide cold traffic down ONE clear path:

• Here's the problem you have

• Here's how this solves it

• Here's proof it works

• Here's why you should buy now

You can explain the mechanism and benefits that make your product different.

And you get to address their objections, which is a critical part of converting cold audiences.

Now, I’m not saying you should use a sales page for all your prospecting Shopping campaigns.

But in the right situations, they can work much better.

And you should definitely test them if:

• You’re selling higher-ticket items

• Your product isn’t a commodity and requires some education

• You’re in a competitive market where buyers are more skeptical, like supplements or beauty products

My recommendation:

Take your top 3 to 5 products by revenue or search demand.

Build one sales page for each, focused on solving a problem, and test it against your existing page.

(You can also run this in PMax btw)

And if you want to see what these pages look like in practice…

Grab our Landing Page Playbook.

Inside, we break down the best landing page formats for Google Ads right now, including a swipe file with a few sales page examples.

Jackson

CEO & Founder of Echelonn

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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