What Should Your Google Ads Landing Page Look Like

Contractors sending Google Ads traffic to their homepage convert at 2.9%. Contractors sending that same traffic to a dedicated landing page convert at 11.5%. That’s a 296% improvement without changing a single thing about your ad campaign, your budget, or your keywords.

If you’re spending $2,000 per month on Google Ads and sending clicks to your homepage, you’re generating roughly 2-3 leads. Send those same clicks to a purpose-built landing page and you’re looking at 8-10 leads. Same spend. Same keywords. Different destination.

Most contractors have never built a dedicated landing page. They run ads, point them at their website, and wonder why the cost per lead keeps climbing. The landing page is where conversions happen or die, and yours needs to be built specifically for paid traffic visitors.

Why homepages fail paid traffic

Your homepage serves multiple audiences. Existing customers looking for your phone number. Job seekers checking if you’re hiring. Vendors, inspectors, suppliers. A homepage tries to be everything to everyone.

A paid traffic visitor has a single, specific intent. They searched “AC repair Phoenix” and clicked your ad. They need AC repair. They need it in Phoenix. Every element on the page they land on should reinforce that they’re in the right place and make it effortless to take the next step.

Your homepage has a navigation menu with 6-8 links. Each one is an exit ramp. Landing pages with navigation menus convert 36% lower than those without. A paid visitor who clicks “About Us” from your landing page rarely comes back to convert. They browse, get distracted, and leave.

An HVAC contractor on ContractorTalk tested sending Google Ads traffic to his homepage vs. a dedicated landing page for “heating and cooling” keywords. The dedicated page converted at 8.3% vs 2.1% for the homepage. “Heating and cooling” converted 2x better than “AC repair” despite lower search volume — a result he only discovered by running service-specific landing pages.

If your current pages aren’t converting, our diagnostic guide on why landing pages fail walks through the most common issues. This article is the prescriptive version: exactly what to build and where to put it.

The ideal layout from top to bottom

Think of your landing page as a single-column page with a clear visual hierarchy. Every section has a job. Nothing is decorative.

Section 1: Hero (above the fold)

This is the first thing a visitor sees. You have roughly 2.6 seconds to convince them to stay or scroll.

Headline: Match your ad copy. If your ad says “Same-Day AC Repair in Phoenix,” your landing page headline should say “Same-Day AC Repair in Phoenix.” Exact match between ad and headline increases conversion by up to 39% because it eliminates the mental friction of “did I click the right thing?”

Subheadline: One sentence that addresses the visitor’s core concern. “Licensed technicians at your door within 2 hours, guaranteed.” Specific, benefit-driven, and different from the headline.

Primary call-to-action: A phone number large enough to read on mobile and a short form. The phone number should be a click-to-call link. The form should have no more than 3 fields (name, phone, brief description of the issue).

Trust indicators in the hero: Your Google review rating with the number of reviews (“4.8 stars from 247 reviews”), your years in business, and one key differentiator like “Licensed and Insured” or “Family-Owned Since 2008.” Keep these to a single row of badges or icons above the fold.

Princeton HVAC narrowed their Google Ads targeting from a tri-state area to just 3 counties after analyzing which zip codes actually converted. Their landing page conversion rate jumped from 2.1% to 8.3%, and cost per lead dropped by over 60%. A landing page optimized for a tight geographic area outperforms a broad one every time — your hero headline should reflect that specificity.

No navigation menu. No links to other pages. No hamburger menu on mobile. The only clickable elements should be the phone number and the form submit button.

Section 2: Social proof block

Immediately below the hero, add 3-5 customer reviews with first names and the city. Pull these directly from your Google reviews.

Landing pages with 3 or more trust signals convert 42% higher than those without. Trust signals include reviews, industry certifications, Better Business Bureau ratings, manufacturer badges, and satisfaction guarantees.

Display reviews in a horizontal scroll or card layout. Each review should be 1-3 sentences. Long reviews don’t get read on landing pages. Pick the ones that mention speed, professionalism, pricing accuracy, or clean work.

Section 3: What you do and how it works

Three steps. That’s it. Homeowners want to know the process before they commit.

Step 1: “Call or fill out the form.” Step 2: “We diagnose the issue and provide an upfront quote.” Step 3: “We complete the repair, and you only pay when you’re satisfied.”

Use icons or numbered graphics for each step. Keep the description to one sentence per step. This section exists to reduce anxiety about what happens after they make contact.

Section 4: Service-specific details

If your ad targets “water heater installation,” this section should list exactly what’s included. Types of water heaters you install. Brands you carry. Whether the price includes permits and old unit disposal.

Be specific about pricing if possible. Even a range helps. “Water heater installation starting at $1,800, including removal of your old unit” gives the visitor a concrete number. Pages with pricing information convert 17% better than those that hide pricing entirely, because the visitor knows they’re in the right ballpark before they call.

A plumbing contractor on Reddit posted that adding “starting at” pricing to his water heater installation landing page increased form submissions by 22%. His theory: homeowners want to know they’re in the right ballpark before picking up the phone. “Water heater installation starting at $1,800” filtered out tire-kickers and attracted buyers who were ready to commit.

Section 5: Guarantee and risk reversal

State your guarantee clearly. “100% Satisfaction Guaranteed,” “No Charge If We Can’t Fix It,” or “Price Match Guarantee” all work. The specific guarantee matters less than having one.

Risk reversal reduces the perceived cost of making contact. A homeowner debating whether to call is weighing the risk of wasting their time against the potential benefit. A clear guarantee tilts that calculation in your favor.

Section 6: Second call-to-action

Repeat your phone number and form at the bottom of the page. Many visitors scroll through the entire page before deciding. If the only CTA is at the top, they have to scroll back up. Pages with a repeated CTA at the bottom convert 23% better than those with a single CTA placement.

Section 7: FAQ (optional but effective)

Three to five frequently asked questions with short answers. Cover pricing, timeline, warranty, and service area. Each answer should be 2-3 sentences.

FAQs serve double duty. They address objections that might prevent a visitor from calling, and they add keyword-rich content to the page that can improve your Quality Score. Better Quality Score means lower cost per click on the same keywords.

Speed kills (or saves) your conversions

Pages loading in under 2 seconds convert at 9.6%. Pages loading in 5 or more seconds convert at 2.8%. That’s a 243% difference based entirely on how fast your page loads.

For paid traffic, speed matters even more than organic. A visitor who clicked an ad has lower patience than one who found you through a Google search. They clicked because the ad promised a solution. If the page takes 4 seconds to load, they hit back and click the next ad.

Strip your landing page down to essentials. No auto-playing videos. No heavy image sliders. No embedded Google Maps. No chat widgets that load external scripts. Every third-party script you add increases load time.

Compress images to under 100KB each. Use WebP format instead of PNG or JPEG. Minimize custom fonts. Test your page speed with Google PageSpeed Insights and aim for a mobile score above 90.

Read our full breakdown on how website speed impacts lead conversion for the technical details.

Form design: fewer fields, more leads

Every additional form field above 3 drops your conversion rate by 11%. A form with name, phone, and “describe your issue” converts dramatically better than one asking for name, email, phone, address, service type, preferred date, and how they heard about you.

You can collect the extra information after they submit. Call them back, confirm the details, and schedule the job. The form’s only purpose is to capture the lead. Everything else is a conversion killer.

Phone number is the most important field. Email-only leads close at a far lower rate for home services because the response cycle is too slow. A homeowner with a broken AC wants a call back, not an email thread.

Place the form inside the hero section and keep it visible without scrolling on both desktop and mobile. On mobile, the form should be the dominant element on the screen.

For a deeper comparison of lead capture methods on your landing page, read our analysis of forms vs. chat vs. phone calls for contractor websites.

One page per service, one page per campaign

A single landing page for all your Google Ads campaigns is a missed opportunity. Service-specific landing pages convert 26% higher than generic “we do everything” pages.

If you run ads for AC repair, AC installation, and furnace repair, you need three landing pages. The AC repair page talks about repair. The installation page talks about installation. The furnace page talks about furnace-specific concerns.

This level of specificity also improves your Google Ads Quality Score. When the keyword, the ad copy, and the landing page content all align around “AC repair in Phoenix,” Google rewards you with a higher Quality Score, which means you pay less per click for the same ad position.

Your Google Ads setup should map each ad group to its own landing page. Running 5 ad groups to one landing page defeats the purpose of having tightly themed campaigns.

An HVAC marketing case study showed that one contractor generated 125 leads per month at under $15 cost per lead by using service-specific landing pages with custom headlines matching each ad group. The same contractor had previously spent $45+ per lead sending all traffic to a single services page. The landing page split dropped his cost per lead by 67%.

Mobile-first design is mandatory

77% of emergency home service searches happen on mobile devices. Your landing page needs to be designed for phones first and adapted for desktop second, not the other way around.

On mobile, the phone number should be a sticky element at the bottom of the screen. A persistent “Call Now” button that follows the visitor as they scroll removes every possible barrier between interest and contact.

A contractor on ContractorTalk shared that his mobile landing page with a sticky “Call Now” button generated 3x more phone calls than the same page without the sticky button. His mobile conversion rate went from 4.2% to 12.8% after the change.

Forms on mobile need to be tap-friendly. Input fields should be tall enough to tap without accidentally hitting the wrong one. The submit button should be full-width and visually prominent.

Test your landing page on an actual phone. Not in Chrome’s device emulator. On a real phone over a cellular connection. Load time, tap targets, and readability all look different on actual hardware.

What to remove from your landing page

Everything that doesn’t directly contribute to getting a phone call or form submission needs to go. Be ruthless.

Remove: Navigation menus, footer links to other pages, links to your blog, social media icons, company history longer than one sentence, team photos (save those for your about page), multiple service offerings (one service per page), stock photography, auto-playing media, pop-ups, and chat widgets that obscure the form on mobile.

Keep: Headline, subheadline, phone number, form, reviews, process steps, guarantee, FAQ, and a second CTA at the bottom.

The average landing page has 12-15 distracting elements that compete with the primary conversion goal. Each one you remove increases the probability that the visitor does the one thing you want them to do.

Tracking and testing

Install conversion tracking before you spend a dollar on ads. Track form submissions, phone calls from the landing page, and click-to-call taps on mobile. Without tracking, you’re spending blind.

A/B test one element at a time. Start with your headline. Run the original against a variation for 2-4 weeks with enough traffic to reach statistical significance (at least 100 conversions per variation). Then test your CTA button text. Then your form layout.

Small changes compound. Improving your headline by 15%, your form conversion by 10%, and your CTA by 8% doesn’t add up to a 33% improvement. It multiplies to a 37% improvement because each change builds on the others.

The bottom line

Your Google Ads budget is buying clicks. Your landing page determines what those clicks are worth. A $3,000 monthly ad budget producing 3 leads is a $1,000 cost per lead. The same budget with a proper landing page producing 10 leads is a $300 cost per lead.

The difference between those two scenarios isn’t better keywords, higher bids, or more budget. It’s the page your visitors land on after they click.

Build a fast, focused, mobile-first page with one service, one CTA, and zero distractions. Match your headline to your ad copy. Add reviews, a simple process, and a guarantee. Keep your form to 3 fields. Load the page in under 2 seconds.

Do that and you’ll capture more leads from the same ad spend than 90% of contractors in your market, because 90% of them are still sending paid traffic to their homepage.