If you’re looking to create a high converting Google Ads campaign, one thing you need to have is a good quality landing page.

Google Ads can work without landing pages, but to get a campaign performing the best, usually you want to have landing pages.

Now, before I get into it, I primarily work with home improvement type businesses, so these landing pages are going to be focused mainly on lead gen for local businesses.

If you’ve landed here hoping for something ecommerce related, then unfortunately this might not be the post you’re looking for.

That said, a majority of home improvement and service based businesses, landing pages are the way to go.

So, today I’m going to go over some key points that you need to include on your landing page to make it perform well.

Like a lot of things in marketing, I want to try to avoid just giving out a cookie cutter guide for landing pages.

There are certain things that you absolutely want to have on your landing page, but you should also be open to making changes, testing, and figuring out what works in your marketplace or niche.

So, I’m going to lay out some fundamentals, explain them a bit, and at the end of this I’ll go over some “live” examples.

(If you’re reading this blog post, those examples will be in the video above)

This can be a bit of an exhaustive thing, and I don’t want this post to go on too long, so what I’m going to do is start from the top of the page and then go down and explain things as I go. Kind of in an outline style.

Before we actually get into the elements of the landing page itself, we need to cover some of the more foundational pieces first. Laying this groundwork will make the tactical building stuff actually work better.

Honestly, the tactical stuff is pretty easy when it comes to building out a landing page, but you have to have the strategic stuff laid out properly to have it work better.

Without wasting any time, let’s jump into it…

What Tools Should You Use?

This is one where there’s probably a ton of grey area and a ton of opinions.

Honestly, you can build landing pages on any platform that allows you to create web pages.

I’ve used landing page builders, WordPress sites, website builders, etc. It’s all the same really, and at the end of the day I was able to put together landing pages with them.

Here are some things that I look for in a landing page builder though.

Speed – The landing pages that you build should be fast, and there are some platforms that are better at this than others. WordPress for example can be slow if you don’t really know how to speed it up, or are using a clunky theme.

Drag and Drop – Some web design purists probably hate the whole drag and drop era of web design that we’re in. When it comes to landing pages though, this makes building your pages faster, and that means you can get to results faster. Not only that, making changes or testing other things out becomes much easier to do.

Easy To Duplicate Pages – When you’re advertising on Google Ads, you’re most likely going to need more than one landing page. Usually the way I start a campaign is to get a landing page template put together, and then duplicate it out and change it up for the different keyword groups that we’re targeting for that campaign.

Good Balance Of Price and Performance – This is all up to you really, but there are some landing page builders out there that I personally feel are kind of overpriced for what you get. At the same time though, there are some that are cheaper that really don’t deliver as much as you need. I’ll drop links to some options below so you can check them out.

At the end of the day, what I feel like the most important thing here is, is that you just choose one that you like and can build landing pages with easily, and then just stick with it.

Get to a point where you can quickly build out great looking landing pages with one tool. Master it. That will make this entire process that much easier.

Don’t jump around between a bunch of different tools, but just stick to one.

Here’s a selection of some landing page builders you can check out…


There’s a ton more out there on the market, or you can just use WordPress with a theme. Totally up to you!


This is a bit more of a business discussion than it’s a landing page discussion, but it’s important when getting a landing page to convert higher.

You need to think about what is going to compel someone to actually pick up the phone and call your business.

What kind of hook are you going to use? What offer will you make to them?

What makes you different from your local competitors?

Why should someone pick up the phone and call you?

You’ll use the answers to these questions when it comes to your call to action on your page.

The stronger the call to action, or the stronger the offer that you make, the more likely someone is going to be to pick up the phone and call you.

Keep in mind the psychology of the person that is actually searching for what you provide…

They’re further along in the buying process, and very far down the marketing funnel.

They’re at a point where they know what their problem is, they know how to solve it, and now they’re at the final stage of that process where they are looking for someone to solve that problem.

You need to think about what is going to get them across that first line of becoming a lead and calling you over someone else.

There’s no need to use super high level copywriting hacks, or write some long exhaustive sales letter or anything like that.

Keep it simple, and have a strong compelling hook to draw them in.

At the very least, your offer should be something like a free estimate.

I would encourage you to go further than that though, and try to make an offer that is more compelling.

For some inspiration on this, do some competitive research to see what other people in your market are doing. If you can match them, or even make a better offer than them, then do it.

Organization and Relevance

This section deals more with how your campaign is built out as a whole, more than just the landing page itself.

There’s a very good chance that you’re not just going to have one landing page for an entire Google Ads campaign.

When you’re running Google Ads, you need to group your keywords into relevant themes.

Those themes are going to make up the different ad groups on your account.

For example, if you’re a roofing contractor and you offer multiple different types of roofing, you’re going to group those keywords into different ad groups, or themes.

“Roofing Companies”, “Metal Roofing”, “Flat Roofing”, “Residential Roofing” and “Commercial Roofing” are all examples of this.

People searching for these keywords are all looking for something kind of different.

If you send all of these people to the same landing page, there’s a pretty good chance that they wouldn’t convert as high as you would like them to.

Google Ads is all about organization and relevance.

You need to take people that are searching for a specific thing, and then send them to a page for that specific thing.

So, all of that above is essentially a long winded way of saying…

You need to create multiple specific landing pages for your account.

Make sure that you also have other specific landing pages that deal with the other keyword themes that people are searching for.

When you do this, you make sure that your landing pages are much more relevant to the searcher, and will help to improve your conversion rate.

This doesn’t mean that you need to design a completely new page for every single keyword theme though.

All you need to do is create a template, and then change up the content and copy so that it’s relevant to each theme for every landing page that you build.

Focus and Simplicity

This ties in a bit with the above point about organization and relevance.

Your landing pages should be very focused on one thing.

There should be…

One keyword/search theme.

One offer.

One call to action (at multiple points on the page).

There’s some flexibility here, if you’re targeting a keyword like “fencing companies near me” for example.

In that case, you’re going to send people to a landing page that talks about your fencing services.

You can give a list or a small sampling of your fencing services on this page.

Outside of that, you shouldn’t be including any other broad services like siding, or decking, or gutters, or anything else really.

Keep it focused on fencing and your fencing services.

If you give a landing page visitor too many actions to take, then they won’t take any action.

You want to make it as simple and straightforward as possible for the searcher.

Person searches – “fencing company near me”

Your ad says – “Need a fencing company?”

Your landing page says – “Hey, we’re a fencing company in your town, check out some of our fencing services, or call us now for $500 off your new fence installation.”

Simple. Straightforward. Don’t complicate your landing pages.

Pretty and Good Design Vs. Speed and Simplicity

So, when it comes to the design for a landing page, this is one where it really comes down to a couple of very important things…

Simplicity and speed.

Contrary to what a lot of people believe, you don’t have to have the most beautiful landing page in the world to have it convert better.

In some cases, the simpler, uglier landing page will convert higher than the very well designed landing page.

I usually fall somewhere in the middle with any landing page that I build.

I’m not a world class designer, but I appreciate when things look simple, clean, and portray the business in a good looking and professional light.

At the end of the day though, what I really look for is how simple the landing page is and how fast it is.

You could have the best looking landing page in the world, but if the person who visits the page is confused because there’s a bunch of animations, things moving around, and can’t figure out the next step, then it’s not a good landing page.

Also, if there are so many media assets on the page that the loading times on the page are slow, then that’s going to impact your conversions as well.

Don’t get me wrong, I like a good looking landing page.

There are really good branding benefits, and a very high end looking landing page can really help to make the business look that much more professional.

So, if you can have a really good looking landing page while keeping it simple and fast, then by all means make it look as pretty as possible.

One quick hack that you can use to make even a simple landing page look better – Use high quality images.

There’s something about even just the images you use that can make a landing page look that much better.

The difference between a well framed shot taken with a high end camera, and a quick picture hastily taken with a smartphone can sometimes be huge.

Higher quality images can make a simple landing page look that much better, while lower quality images can make even the best designed landing page look that much worse.

I’ll show you a live example of a landing page that I’m running that’s converting around 30% in the video above.

No Navigation

Okay… so now we’re actually getting into the technical build type things for your landing page.

If you skipped over the more strategic stuff above… don’t.

Go back and read it, because if you don’t have those things above set up properly, then these next tactical things won’t work as well.

In some cases, you can get away with sending people to a micro-site or to your actual website and keep the navigation.

As a good rule of thumb though, you generally want to send people to a landing page that has absolutely no navigation.

The reason for this plays into the whole idea of simplicity.

If you give people distractions, or pull them away from the conversion action you want them to take, then they are much less likely to convert.

I think the last time I checked, the human brain has a shorter attention span than that of a goldfish.

Yep… just checked… the results are… meh

Human attention span – 8 seconds

Goldfish attention span – 9 seconds

That’s not going to get any longer over these years ahead with phones, social media, on demand entertainment, etc.

So, reduce the number of distractions on your page to absolutely zero.

When you give someone the option to click on a bunch of different stuff, there’s a really good chance that they will click around your site, maybe do some research, and then go back to Google and start looking at other competitors.

At the very least, if you are sending people to your website, make sure that you have a clear call to action throughout your page that people can clearly see.

This way, you’re at least guiding people to the next action to take.

If you’re not doing that, then people are just going to click around a bit, get distracted, and won’t pick up the phone.

There’s a very good chance that this will vary from industry to industry, but my rule of thumb is to always start with dedicated landing pages.

Simple and Organized Header Section

This section can sometimes be referred to the content “above the fold”.

That means that it’s what people see at the top of the page before they even scroll down.

Like everything else on a landing page, you want to make sure this is simple and clear.

The headline should call out, and align with what the person searched.

If you’re bidding on the keyword “bathroom remodeling”, and you send someone to a landing page with the headline “Kitchen Remodeling Company”, that person is going to go back to Google because they’ll think they’re in the wrong place.

Here are some elements that I like to include in the section above the fold, or at least very close to the top of the page on any landing page I create…

Headline and Subheadline – I usually try to incorporate the keyword that I’ve bid on, the location that the person is searching in (if it’s for a local business), and then usually some kind of differentiator or offer or something like that. Ultimately, you want to let the person know why they’re in the right place, and incorporate something that should grab their attention to keep them scrolling.

Benefit Points – Underneath that I usually put some simple bullet points that give quick benefits/differentiators/offers for that business. These can be as simple as “A+ Rated by the BBB”, “Locally Owned and Operated In (Town Name)”, “100% Free Estimates”, “$1,000 Off Of Every Bathroom Remodel”, etc.

Clear Call To Action and “Conversion Point” – Wasn’t really sure what to call the next section, but you essentially want to have something right at the top that presents an offer and a call to action. On a lot of landing pages I’ll have a contact form that will have a phone number and form fields to fill out. This way I can say something like “Call For $1,000 Off Your Bathroom Remodel”, and then drop the phone number below and a form below that phone number.

Trust Builders – This includes badges and testimonials. The badges could be things like a BBB Accredited Business badge, warranty badges, HomeAdvisor/Angie’s List/Houzz awards and badges, and many other things like that. Testimonials are pretty straight forward, but I like to take screenshots of actual testimonials from somewhere like Google or Facebook. It’s always so much better to just screenshot the testimonials from somewhere like Google. They look so much more legit than just some text on a page (which can easily be faked – screenshots of actual reviews can’t be faked).

Here’s a wireframe mockup of a landing page hero section that you can pretty much base all of your landing pages off of to start.

Landing Page Wireframe

Have A Focused Call To Action At The Top Of The page and throughout the page

This is mentioned to some extent in the part above about the header section, but you want to have a clear and focused call to action at the top of the page and throughout the page.

Usually this will incorporate your offer as well, but at a bare minimum should be something along the lines of “Call For A Free Estimate”.

For a majority of the landing pages that I create, I’ll have the phone number up at the top of the page, and set that as a “sticky” header so that the phone number is always there as a click to call button.

Also, at multiple points throughout the page, I’ll drop my offer/call to action and then either a click to call button, or a button that brings up a form. For the most part, I’ll have those buttons be a click to call button on mobile, or just the phone number for desktop.

Don’t be afraid to put the call to action at a lot of different places throughout the page too.

I would rather have the CTA on there too many times than not enough.

I’ll typically drop the CTA on the page after every major content section, or every other content section on the page.

Build Trust

This could be the #1 most important thing that you need to focus on with your landing page.

When you’re advertising, you need to keep in mind that a lot of the people clicking on your ads don’t know you, and they don’t yet trust you.

Also, when human beings are making a decision on something, one of the biggest factors that will sway them are the opinions of others.

That’s why online reviews are so important.

If someone is in the process of trying to find the right roofing contractor for them, they’re going to check out reviews before they make a decision.

It’s just the way people work. When making decisions, they’ll always default to what the opinions of others are when making the next move.

So, if you focus on how you can build up that trust and warm people up before they call you, then you’re going to get more conversions.

Not only do you want to have your trust building elements at the top of the page, but you can incorporate them throughout the page as well.

On every landing page, you want to have at least a section where you have testimonials. Ideally the higher up the page the better.

In the home improvement space, there can be some shady characters out there, so the faster you’re able to show that you’re a reputable company, the better.

When I’m building a landing page, I want to make sure that I’ve got the “trust badges” (BBB logos, 5 star review badges, trusted contractor badges, warranty badges, etc) further up the page.

Then, following all of those bades, I’ll drop testimonials below them as well.

This way, you’re making sure that you’re knocking out two very important things right away when someone gets to your landing page.

Your header section is letting them know that they’re in the right place…

Then all of your trust building elements and testimonials are establishing their trust that you’re a legitimate solution to their problems, and you can be trusted as a local provider.

There’s other creative ways to build trust, but those two things above are the two most basic things that I look to incorporate on any page.

If you’re thinking about advertising, but you don’t have any testimonials first, I would focus on getting testimonials before investing in advertising. That will make your life a whole lot easier when it comes to getting people to convert.

Here’s some other ideas you could use to build more trust with a visitor on your page

  • Video testimonials
  • Client/customer stories – This one is a bit more in depth, but you could do a video feature on one of your clients/customers who have had success with you and highlight their story as a way to build trust with other potential clients/customers.


The content that you want to have on your page should be pretty straightforward.

I actually used to overcomplicate this too much, and would think that it had to be some world class copywriting or something like that.

Really, you just have to give people what they’re looking for based on what they’re searching.

Keep in mind where the searcher is when they’re looking for your products and services.

They’re at the point in the buying process where they’re ready to start getting in contact with people to solve whatever problems they have.

So, you don’t need to educate them on your products and services.

You don’t need to explain to them how roofing shingles are made and the processes by which you source them.

You don’t need to explain to them how aluminum fencing is made.

All you need to do is give them information that is going to give them a reason to pick up the phone and call you over someone else.

When someone is looking for a contractor on Google, they really are just looking for a handful of things…

Can you solve my problem?

Do you offer the services that I need to solve my problem?

Can I trust you?

What makes you different from the other competitors in the marketplace, and why should I call you?

You don’t need to have world class copywriting to answer those questions.

I would definitely help to have it, but you don’t need to spend tens of thousands of dollars to get the best written copy in the world.

Probably one the most important things you can remember here, not only for a Google Ads landing page, but for marketing in general, is that…

The customer doesn’t care about you, they care if you can solve their problem.

Telling them about your story, how long you’ve been in business, all about every person on your team, etc is all fine information, but it’s best left for the website itself.

Time, space, and attention is precious when it comes to a landing page, so we need to make sure that we spend every bit of that showing them why you’re the right choice to call over the other competition.

Putting things like that on a landing page takes up some of those resources, so definitely leave those on your website where if people want to do some research on you, they can after the fact.

So, spend as much time on your landing page going over how you can solve the problem that the potential client/customer has.

Usually I like to include the following sections by default on a landing page in various home improvement type niches…

Header Section – This is where you’ll have your headline, subheadline, benefit points, offer, call to action, etc

Trust Building Section – Here you’ll drop in your trust building logos as well as testimonials and things like that

About Us/Why Choose Us – In this section, you can put some well organized content about what makes you different and why they should choose you.

Services Section – This section can change depending upon the keyword that we’re bidding on. If it’s a more generic keyword like “fencing company near me”, then in this section you can have little blurbs about the different fencing materials you work with. Or, you can have bullet points about all of the different services you offer. Alternatively, if you’re bidding on something much more specific like “wood fence installation near me”, then in this section, you’re primarily going to be talking about your wood fencing services.

Portfolio Section – For home improvement based businesses, this is where you’re going to drop all of the pictures of your work. I’ll usually put in a combination of before and after pictures, as well as just high quality pictures of completed jobs.

Message From The Owner/Guarantee – I like to put a section like this because it makes it a little more personal, and helps to build a bit more of a relationship with the customer. Very rarely do businesses put a face to them, and it usually feels very impersonal. When you’re willing to put your face out there, write a small personal message to the customer, and offer some kind of guarantee, then it’s so much more powerful. Not all businesses will have this, but if I can incorporate the personal message along with a guarantee, then I want to do it every time.

Footer Section – This is where you pretty much just bring things back to the call to action. I’ll usually do almost like a mini header section, but in the footer. I’ll drop some text and then have the phone number, email, and hours of operation. Then next to that I’ll put another contact form. On top of that I’ll usually drop a Google Maps screenshot with the service area so that people can see it’s a local business. To add a few sprinkles on top, I’ll drop some more of the trust logos at the bottom of the page for good measure.

There you have it.

That’s what I usually put on a landing page. It isn’t always exactly that for every business, but that’s kind of a starting point that I like to go off of.

Your best bet is to start there, and then figure out what else you would need to include on your landing pages to answer the questions above for your own business.

Make Sure Everything Works Well On Mobile

This one is pretty straightforward, but absolutely needed.

Before you’re done with everything on your landing page, make sure everything works on mobile!

There’s a good chance that half of your conversions are going to come from mobile devices, so you need to make sure that your landing page works well on phones.

A lot of those themes above will make it really easy to do that, so make sure everything looks good before you set everything to go live.



That was definitely longer than what I was originally expecting, but honestly that seems to be how it goes for me and writing content!

I’ve probably left something out at some point through all of that, but if I did then I’ll come back and add it in.

Either way, I hope that post was helpful for you, and that you got something out of it.

If you’re currently running Google Ads for your home improvement business, and you want someone to audit your Google Ads account, let me know!

For the time being I’m offering 100% free Google Ads account audits.

In the audit, I’ll personally go over your Google Ads account, and put together a video going over improvements that you can make to your account.

To apply for an audit, click the button below, fill out the form on the following page, and then I’ll reach out to you to schedule your free audit.

Thanks for reading,

Chris Down

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Chris Down
Chris Down

My name is Chris Down, or as some call me – “Downey”. I’m a digital marketing pro with multiple years of experience, and help contracting businesses generate more qualified leads and jobs with predictable lead generation systems.