Why you shouldn’t treat landing pages purely as a place to convert traffic

You have no idea how much further you can scale by having a landing page strategy specifically for Google Ads.

When I first started running Google Ads as a one-man team, I kept running into the same issue.

No matter how much I optimized the campaigns or how clever I got with the ads…

There was always this invisible ceiling.

Or I had a strategy in mind, and I couldn’t run it because the brand had to build the page… and it would take 2 weeks.

Of course, performance gradually improved as I optimized different levers.

But I knew it could be better.

Filippo, our head of Media Buying, saw it too… this was our biggest bottleneck

You see… How far you can scale comes down to 2 things:

• The traffic you generate

• How well you convert it

Ads can help with the first. But the second lives or dies on your landing page strategy.

And that’s usually the weak link… because very few brands optimize it specifically for Google Ads.

They send all traffic to standard product pages or collection pages…

Those work to some extent, but you’ll see much better results with:

• A page customized to the actual keywords

• Or an entirely different format

That’s why we decided to build a landing page department in the agency.

We now make these landing pages for our clients. Free as part of our service.

Sure it’d increase our operational costs…

But the ROI has been absolutely worth it when it comes to the results we’ve delivered for our clients.

Let me give you a few examples of what they unlock.

1. They improve your ranking

Google uses a metric called Quality Score to decide your ad's rank.

Your landing page experience makes up a big portion of that score.

A strong page tells Google that you can deliver what the users search for and satisfy them.

As a result, they’ll want to serve your ads to more people and bump your rank.

That’s how we’ve helped brands get to the #1 spots in some of the most competitive terms (such as "collagen" or “gym supplement”)

There’s no way we could’ve done that using generic product pages.

Which brings me to the next point…

2. They stretch your ad spend further

Say you’re sending the same traffic to 2 different pages.

One generates 2X ROAS. The other generates 3X ROAS.

That second page gives you way more room to scale your spend and expand your reach to a wider audience.

Again, this goes beyond just CRO tactics.

We're talking about experimenting with new landing page formats.

3. They unlock new traffic sources

Every market has pockets of cheap, overlooked traffic.

But brands often dismiss them as…

1. Too broad (e.g., searches for a general problem your product solves)

2. Not relevant (e.g., people looking for competitor products)

The thing is, the traffic isn’t the issue.

It’s the page you're sending that traffic to.

If you direct people to a generic product page or a cookie-cutter landing page, of course, they won’t convert.

But a page tailored to that audience’s intent can turn that “unusable” traffic into profitable customers.

This is how we generated $406,000 for this brand, targeting keywords like "best weight loss shake" and "best diet shake."

You can get pretty far with a solid Google Ads strategy and decent product pages.

But as you scale, every dollar of ad spend has to work harder.

At that point, any edge helps.

And even if you’re hitting good numbers right now, wouldn’t it be nice to make every click worth 30-50% more?

Wouldn’t it be nice to scale into new traffic sources that generate new customers at 2-3x CPA?

If that sounds like something you'd want to explore...

Grab a call with us here.

Happy to review your account and show what opportunities you can unlock with the right landing page strategy.

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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