Landing pages for Google Display and PMax ads: what visitors expect after the click
Hookpair team. Updated
The ad runs on Google's display, Discover, Gmail or Performance Max placements: the visitor was reading a site, an app or their inbox, saw an automatically assembled ad, and clicked with weak intent. They may barely remember what the ad said, so the page has to re-establish the promise and product immediately.
What the first screen has to do for Google Display and Performance Max visitors
- 1A headline that restates the promise without relying on the ad
- 2The product, large and clear
- 3Offer and button without scrolling
- Ad
- Linen bedding that gets softer with every wash
- Page headline
- Linen bedding that softens with every wash, from €89
Proof that works for this audience
- Reviews and ratings
- Delivery and returns
- Short explanation of what makes the product different
Mistakes that waste Google Display and Performance Max clicks
- Asset combinations that promise something the page doesn't show
- One landing page for every asset group
- Assuming the visitor remembers the ad
Ad formats and copy length
- Responsive display ads
- Performance Max asset groups
- Demand Gen image and video ads
- Gmail and Discover placements
Responsive display short headlines are limited to 30 characters, long headlines to 90 and descriptions to 90; Google combines them automatically.
Measurement and review
Tracking: Google tag with enhanced conversions; Performance Max also uses the Merchant Center feed.
Google Ads destination policies apply, and Performance Max may send traffic to other pages of the site unless URL expansion is limited.
Check your page against your Google Display and PMax ads with a free audit.
Free tool: Ad copy length checker · Count primary text, headlines and descriptions for Meta, Google and TikTok, and see where the text gets cut off.
Questions
What should a landing page for Google Display and PMax ads show first?
A headline that restates the promise without relying on the ad, The product, large and clear, Offer and button without scrolling.
What is the most common landing page mistake on Google Display and Performance Max?
Asset combinations that promise something the page doesn't show
How do I track conversions from Google Display and PMax ads?
Google tag with enhanced conversions; Performance Max also uses the Merchant Center feed.