PPC Landing Page Optimisation Checklist For Conversion

Your landing page is where your PPC budget either turns into pipeline or disappears. This landing page CRO resource walks you through how to turn impatient paid clicks into confident enquiries by tightening your messaging, removing friction, using social proof effectively and measuring what matters, so you get more qualified leads from the traffic you already have.

Key takeaways (what you’ll learn)

Build a hero section that passes the 5 second test:
Outcome led headline, clear subheading, focused benefit bullets and a primary CTA above the fold that mirrors your ad and keyword.

Design for impatient traffic:
Mobile first layout, fast loading pages, simple navigation and a sticky CTA that keeps the next step in sight at all times.

Structure pages for PPC journeys:
Dedicated landing pages for each core offer, single primary goal per page and message match from ad to hero to form.

Create forms that convert, not frustrate:
Benefit led form headlines, minimal fields, simple questions, strong button copy and a clear incentive for taking action.

Use trust that actually sells:
Reviews, testimonials, case studies, logos, certifications and real numbers placed near key decision points like forms and CTAs.

Explain how it works in three to five steps:
A simple visual process section that shows what happens after an enquiry so buyers feel in control and know what to expect.

Sell benefits before features:
Scannable sections that link every feature to a commercial outcome, avoiding the “feature soup” that confuses busy stakeholders.

Handle objections on the page, not in the inbox:
Focused FAQ and final pitch sections that address real concerns on price, contracts, timing and results, then restate your core value.

Track what matters and close the loop:
Clear conversion goals, event tracking, Google Ads tags, pixels and call tracking so you can see which campaigns actually generate leads.

Improve lead quality, not just volume:
Pre qualification in the copy and the form, such as job role, company size or budget, so your sales team spends time on the right conversations.

At ROAR our goal is to help ambitious B2B brands build and convert demand, but in this resource we are giving you a look behind the curtain and the tools to implement these landing page CRO principles yourselves, so your PPC spend works harder from day one.

Frequently Asked Questions

What is a landing page and why does it matter for PPC?

A landing page is the page a user arrives on immediately after clicking your ad. For PPC, it matters because it is where the conversion happens. Strong CRO on that page means more leads from the same ad spend, better Quality Scores, lower cost per click over time and a smoother experience for the buyer.

Should I send PPC traffic to my homepage or a dedicated landing page?

In most cases, you should use a dedicated landing page. Homepages try to serve everyone at once and give people lots of options, which dilutes focus. A landing page is built around a single audience, single offer and single main action, which usually leads to higher conversion rates and clearer data on what is working.

What is the quickest win for landing page CRO?

For many PPC campaigns, the fastest wins come from clarifying the hero section and simplifying the form. Make sure the headline mirrors search intent, the value is obvious within five seconds, the CTA is clear and above the fold, and the form only asks for information you genuinely need. Those changes alone can lift conversion rates before you touch anything else.