Are you looking to maximize the effectiveness of your PPC campaigns or the ones you run for clients?

In a recent webinar hosted by Duda, Brad Smith, founder of AutomationLinks, and Navah Hopkins, renowned PPC expert, shared actionable strategies to help you craft high-performing landing pages. These experts highlighted practical approaches to improve campaign results, boost conversions, and even reduce ad spend by designing landing pages that resonate with target audiences. 

In this post, we’ll explore their insights and examine best practices for creating optimized landing pages tailored to your or your client's goals.

What is one of the biggest misconceptions in digital marketing?

That would be that a homepage is an ideal destination for paid ad traffic. Brad Smith addressed this common misstep by emphasizing, “The homepage is too broad; it lacks the targeted messaging needed to keep users engaged.” Sending users to a generic homepage often results in confusion and high bounce rates because users are forced to navigate through various sections to find what they need. Instead, Brad suggests directing ad traffic to specialized landing pages that deliver a focused experience aligned with the ad’s promise. This approach yields significantly higher conversion rates by speaking directly to the user’s intent.

Navah Hopkins added that optimized landing pages maintain a "message match," ensuring a smooth and relevant journey from the ad click to the landing page content. “When users feel that they’ve landed in the right place and see the exact solution they were promised, they’re much more likely to convert,” she said. By crafting pages that speak directly to user needs, agencies can also improve their quality scores on PPC platforms, ultimately reducing CPC.

Essential elements for landing page optimization

To achieve optimal results, Brad and Navah emphasized that landing pages should be built with specific elements designed to capture and keep user attention. Here are essential elements based on the webinar insights to enhance your landing page optimization efforts:

1. Compelling, relevant headline: The headline is the first element visitors see, and it must reflect the promise of the ad. “If your ad headline and landing page title don’t align, users will bounce,” Brad explained. Matching ad and page headlines not only reassures users but also helps improve ad quality scores on platforms like Google and Facebook, which reward message relevance with lower CPCs.
2. Clear and visible CTAs: Placing CTAs at the top and bottom of the page ensures that visitors can take action at any point in their journey. Brad shared that his e-commerce client saw a substantial increase in conversions after placing CTAs at critical points on the page, giving users multiple chances to act. “You want to make it as easy as possible for users to convert, whether they’re ready immediately or after reading more,” he said. For service-based agencies, adding CTAs like "Request a Quote" or "Schedule a Call" also works well.
3. Fast loading speed: Page speed is crucial for an optimized landing page, as it impacts both user experience and ad performance. Brad highlighted that slow-loading pages not only frustrate visitors but can also drive up costs for advertisers. “If your page takes more than two or three seconds to load, you’re losing conversions and increasing your CPC,” he advised. To achieve faster load times, avoid heavy visuals and keep media to a minimum. Brad also recommended using Google Tag Manager to handle tracking codes more efficiently, reducing the load on the page.
   * Related: How performance really impacts website conversion rate
4. Mobile optimization: Mobile traffic accounts for a large percentage of visits, and optimizing for mobile is essential. “Think about where people are when they see your ad—they’re often on their phones, maybe at a red light, with seconds to decide,” Brad explained. Ensure your landing page is mobile-friendly with a streamlined layout, minimal scrolling, and an accessible CTA right at the top.
5. Pain point-centric copy: Crafting copy that speaks directly to the visitor’s pain points increases engagement and trust. Brad stressed that landing page copy should prioritize the user’s problem and offer a solution. “If you lead with why you’re great, it doesn’t connect with users as much as when you lead with why they need you,” he explained. By empathizing with user challenges and presenting your service as the ideal solution, you create a page that resonates and converts.

Optimized layouts that drive results

Brad shared two landing page layouts that have consistently driven impressive results. Agencies can apply these layouts to meet the unique needs of different clients:

• Single product landing pages: For eCommerce businesses, showcasing one main product with relevant add-ons has been shown to drive higher order values. Brad shared a client example: “We placed a CTA at the top to capture emails, and included add-on products further down. By the time they got to checkout, average order value increased by 133%.”
• Service-based landing pages: For B2B clients, Brad recommended placing a lead form at both the top and bottom of the page. This structure keeps the page action-focused and maximizes lead capture. “For agencies, this approach is especially effective, as it allows prospects to convert as soon as they’re convinced,” he noted.

Both layouts focus on minimal distractions, clear CTAs, and maintaining relevance to user needs. As Brad emphasized, “Simplicity is key. Give users what they’re looking for and make it easy for them to convert.”

Testing and fine-tuning for optimal performance

To achieve maximum results, Brad and Navah advised regularly testing elements such as headlines, offers, and page layout. “Testing is essential,” Navah stated. “With tools like heatmaps, you can understand where users are dropping off and make adjustments accordingly.” Consider running A/B tests on the following:

• Form placement and length: Experiment with shorter forms at the top of the page versus only at the bottom. “A shorter form reduces friction and boosts submission rates, especially for users on mobile devices,” Brad shared.
• Offers and incentives: Try different incentives, such as free shipping, percentage discounts, or exclusive add-ons, to see which resonates best with your audience. “The right incentive can dramatically increase conversions,” Navah noted.

For further reading on optimizing landing pages, check out this detailed guide on landing page strategies for agencies.

Advanced landing page optimization tips

In addition to these foundational elements, Brad offered some advanced tips for refining your landing page performance:

1. Use targeted follow-up on thank you pages: Brad noted that a thank you page can be a valuable tool for follow-up. “When users fill out a form, show them a video introducing your brand or offer a next step, like following you on social media or scheduling a call,” he suggested. Brad found that clients using video on thank you pages saw increased user engagement and repeat visits.
2. Personalize content based on PPC campaigns: Navah highlighted the benefit of creating multiple landing pages for different ad campaigns or keywords. “If someone searches for ‘personal trainer near me,’ make sure that’s exactly what the headline says on the landing page,” she advised. This approach strengthens the message match, reduces bounce rates, and builds user trust.
3. Avoid stock photos and generic Imagery: Use real images that reflect your brand and service to build authenticity. “Users see through generic stock photos,” Brad said. Authentic visuals that showcase your product or service in action can go a long way in building credibility and trust.

Final thoughts on landing page optimization

Optimizing your landing pages can transform your PPC campaigns, reducing ad spend while increasing conversions. As Brad emphasized, “You don’t have to spend more to get better results—you just need a well-optimized landing page.” By implementing these expert-backed strategies and focusing on user-centered design, your agency can unlock significant ROI gains. 

For more in-depth tips and examples, watch the full webinar with Brad Smith and Navah Hopkins to see how landing page optimization can take your campaigns to the next level.