Landing pages for Google and Bing search ads: what visitors expect after the click
Hookpair team. Updated
The visitor searched for something and clicked a search ad: they arrive with an explicit query and expect the page to answer it quickly.
What the first screen has to do for Google and Bing search visitors
- 1The searched term or need in the headline
- 2The answer or the product that solves it
- 3Price, availability and delivery for comparison
- Ad
- Waterproof Hiking Boots for Wide Feet
- Page headline
- Waterproof hiking boots in wide fit
Proof that works for this audience
- Specs and comparisons
- Reviews and ratings
- Guarantees and returns
Mistakes that waste Google and Bing search clicks
- Sending every keyword to the homepage
- A headline that ignores the search term
- Hiding the price people searched to compare
Ad formats and copy length
- Responsive search ads
- Sitelinks and other assets
- Dynamic search ads
Responsive search ad headlines are limited to 30 characters and descriptions to 90.
Measurement and review
Tracking: Google tag with enhanced conversions, or the Microsoft Advertising UET tag.
Landing page experience affects Quality Score and cost per click: relevance to the keyword, useful content and load speed.
Check your page against your Google and Bing search 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 and Bing search ads show first?
The searched term or need in the headline, The answer or the product that solves it, Price, availability and delivery for comparison.
What is the most common landing page mistake on Google and Bing search?
Sending every keyword to the homepage
How do I track conversions from Google and Bing search ads?
Google tag with enhanced conversions, or the Microsoft Advertising UET tag.