At Elcap, we often get asked about landing pages for Google Ads. Clients, whether they're looking to white label for a supplier or are a smaller business without a full website, want to know if a focused landing page is a good investment. Especially for short-term campaigns or seasonal businesses, a simple 1-5 page site built for lead capture can be a cost-effective option.
The big question, of course, is: Will it deliver results?
Here's the straight talk: Research is key. We're not going to push you down a road without solid data to back it up.
One thing’s for sure: When it comes to running paid ads, especially Google Ads, a well-designed landing page can make all the difference.
For shorter, seasonal campaigns, think of schemes or business promotions that only run for a few months; it makes sense to keep things simple. Instead of building a full-fledged website, you could create a smaller, more cost-effective site. A simple, 1–5-page website is often the way to go. This is particularly true when you’re running ads online.
What you need is a landing page that’s been built for one thing: lead capturing and conversion. The landing page should be designed with the right sections, anchors, and site links so it works well with Google Ads.
The answer is simple: Research is key.
At Elcap, we don’t push our clients down a path unless we see potential for a return on investment (ROI). Here are our top tips on how to figure this out:
We use tools like SEMrush, SpyFu, Google Search, and Google Search Console to analyse these factors. Then, we would create a detailed plan for your campaign. We also look at your competitors' ads, what keywords they are bidding on, and how much they are paying. This helps determine whether your budget is enough to run an effective campaign or if it’s too risky. Sometimes, we find that the budget you’ve set aside isn’t enough, and we can advise you to adjust your spending. On the flip side, our research might also show that your budget could be increased based on real data, helping you get more bang for your buck.
Let's look at a real-world example:
We recently worked with a small local business that needed a simple, three-page website for a seasonal campaign running from December to April. Their budget was tight, and they had no historical data.
We conducted thorough SEO, PPC, and UX research and built a high-converting small website with targeted Google Ads.
Since January, they've generated 48 leads, averaging 16 quality leads per month.
Their Google Ads leads are averaging £13 per lead.
They wanted 15 quality leads a month, so they are very happy.
We'll be releasing a detailed case study soon.
The Bottom Line:
Yes, landing pages can be highly effective for Google Ads, but only if the research supports it. Without proper research, you risk wasting your budget. We've seen the negative effects of skipping this crucial step.