What is a landing page?
The page an ad sends people to. It should finish the thought the ad started, load fast, and make the next step obvious; a homepage rarely does.
A landing page is the page someone arrives on after clicking an ad, an email or a search result. In advertising it usually means a page built for one purpose: to turn that particular visitor into an enquiry or a sale.
The most common mistake in paid advertising is sending everyone to the homepage. A homepage has to serve every visitor at once, so it rarely answers the specific thing the ad promised. Someone who clicked an ad for “boiler servicing in Drogheda” wants to land on a page about boiler servicing in Drogheda, with a price or a way to book, not a page listing every service you offer.
A good landing page finishes the thought the ad started. It repeats the promise, backs it up with proof such as reviews or real examples, loads quickly on a phone, and makes the next step obvious. It also affects cost: landing page experience is one of the three parts of Google’s Quality Score, so a better page can mean paying less per click.
Paid media measured on what it returns, not what it spends.
Google, Meta, LinkedIn and TikTok campaigns built on search terms, creative testing and conversion tracking, not impressions.