We reviewed 150+ client accounts in 2025. Here’s what we found...

Hey, Jackson here.

Hope you’ve been enjoying the holiday season with your loved ones.

As we head into the new year, I wanted to share something that can give you a strong start.

We’ve been spending time reviewing what moved the needle the most for our clients in 2025.

What we’ve found is that…

There’s one area that’s had an outsized impact on our client results:

Landing pages for Google Ads.

We’ve looked into hundreds of accounts this year.

9 times out of 10, brands are running traffic only to product pages or category pages.

These pages work for bottom-of-funnel searches like "buy protein powder" or "Nike shoes."

But there’re other layers of high-value traffic that most brands aren’t set up to capture.

Think research-based searches like “best mattress for back pain.”

Or solution-driven searches such as “supplements to lose weight.”

Or people with a problem your product solves… like “poor skin” when you sell collagen powder.

Compared to commercial keywords, these searches usually offer more volume.

They also come with lower costs and much more room to scale.

But you can’t send that traffic to a product page.

In most cases, it won’t convert 

You’ll need dedicated landing pages built for that type of intent.

Over time, we’ve found 4 formats that do a great job at this:

• Listicles (“9 Signs You Need a Better Mattress”)

• Advertorials (“What Dermatologists Won't Tell You About Skincare”)

• Us vs. Them (“[Brand A] vs [Brand B]: An Honest Comparison”

• Top X Products (“The 10 Best Mattresses of 2025 for Back Pain”)

These pages don't look like traditional landing pages.

They look like content your prospect actually wants to consume.

And that’s the key point here.

Over the past few years, consumers have been exposed to different sales processes.

As a result, they’ve learned how to spot when they’re being sold to.

And when that happens, they naturally resist.

That's why people feel more comfortable buying from places they consume content on… like YouTube videos or influencer recommendations.

This is what we're replicating in these pages.

They appear to be blog posts but are designed to drive conversions.

They educate the readers, build trust, and warm up potential customers with valuable content.

Then, at just the right time, introduce the product.

Our landing page department has leaned heavily into these pages in the past year.

They’ve lowered our CPCs and got us clicks for as little as $0.07.

They’ve also allowed us to scale campaigns much further… and compete in highly competitive markets.

And multiple brands have added six figures in revenue as a direct result.

What surprises me most is how few brands are running these pages.

And I rarely see anyone explain how to apply them specifically for Google Ads.

I’m confident this will soon become more common as more brands catch on.

But right now, the door is still wide open.

If you want a closer look at how to apply this inside your own account…

Check out our Landing Page Playbook.

Inside, we break down the exact pages we’re running for clients, along with a swipe file with all of these formats.

Jackson

Founder and CEO 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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