There are several steps involved in creating a winning PPC campaign. Among them, detailed keyword research and well thought-out PPC ad design. But even if those 2 things are done exceptionally well, your chances of success still hinge entirely on your landing page, or what I prefer to call your Lead Conversion Page. A Lead Conversion Page is the web page that shows up when a potential client clicks on your ppc ad. For most new advertisers that page is the home page of your website. Unfortunately, most home pages don’t make suitable Lead Conversion Pages.

A good Lead Conversion Page is one that fulfills the specific promise of the PPC ad. When a client clicks on your ad, they need to immediately find–in obvious fashion–whatever it is they wanted when they clicked on your ad. What that means is that if you create an ad for $20 off carpet cleaning, you need to send them to a page that’s all about having their carpet cleaned for $20 off. Not the home page of your site that has information about carpet cleaning, upholstery cleaning, pet odor removal, water extraction or anything else. The key is you want to eliminate distractions, and make it easy for your visitor to respond to the offer you made in your PPC ad.

Creating a new and improved Lead Conversion Page doesn’t require a major overhaul of your website, or special programming (in most cases). Usually you can just add a page or redo the one you’re already using. Don’t make the mistake of sending your visitors to your cluttered, distracting home page. Simple is good.