PPC landing pages & conversion rate optimization
Updated · By the PPC Pros Canada team
Our approach to Landing Pages & CRO
Your ads decide who clicks. Your landing page decides who calls. Two businesses with the same ads and the same budget can get very different numbers of leads because of the page after the click.
A PPC landing page does one job: turn the visitor into a call or a form. It matches the search, loads fast on a phone, proves you’re trustworthy and makes contacting you easy. It also improves Google’s landing page experience rating, which lowers what you pay per click.
Sending ad traffic to your homepage is one of the most common causes of wasted spend. A dedicated page that matches the search and the ad converts more visitors, and Google rewards it with a better landing page experience score.
What’s included
Message match
Headline and offer match the keyword and the ad the visitor clicked.
Speed
Pages built to load quickly on mobile networks and pass Core Web Vitals.
Trust elements
Reviews, licences, guarantees and real photos near the call to action.
A/B testing
Structured tests of headlines, forms and offers, one variable at a time.
GoHighLevel funnels
Pages built in GoHighLevel so every lead drops straight into your CRM pipeline and follow-up automations.
Problems we fix
Long forms
Every extra field costs conversions. We ask only what you need to qualify and follow up.
Slow mobile pages
Heavy images and scripts lose visitors before the page loads.
Generic pages for specific searches
A “water heater repair” searcher landing on a general plumbing page is less likely to convert.
Who it’s for
- Accounts sending ads to a homepage
- Businesses with high cost per lead
- Multi-location businesses needing city pages
What Landing Pages & CRO looks like inside the account
These are the screens you’ll see when you log in, recreated with example data, and what we do on each one.
What a high-converting landing page includes
Five things decide most of the result. Everything else on the page supports them.
- Headline matches the adSomeone who searched “furnace repair Calgary” sees exactly that.
- Phone number and call buttonTap-to-call at the top, because most service searches happen on phones.
- Short formName, phone, postal code and job type. Every extra field costs leads.
- ProofReviews, licence and insurance, and real photos of your team.
- Service areaThe cities and neighbourhoods you cover, so out-of-area people don’t call.
What makes a landing page convert
These are the areas we test on every page.
Message match
The headline repeats what the person searched for and what the ad promised.
Speed
Pages should load in under about 2.5 seconds on mobile. Slow pages lose visitors before they see anything.
One clear action
A call button and a short form, with no menus leading away from the page.
Proof
Reviews, licences, insurance, years in business, and real photos of your team and work.
Tracking
Every call and form is tracked, so we know which ad and keyword produced it.
Landing Pages & CRO in Canada: what’s different
French pages for Quebec
Ads in French should lead to French pages with French forms and a French privacy notice.
Accessibility in Ontario
Ontario’s AODA requires organizations with 50 or more employees to meet WCAG 2.0 AA on their websites. We build to that standard for every client.
Consent on forms
Forms include a clear privacy notice and optional marketing consent, in line with PIPEDA, Quebec’s Law 25 and CASL.
Homepage vs. dedicated landing page
| Homepage | Landing page | |
|---|---|---|
| Message | Everything you do | The one service that was searched |
| Navigation | Full menu, many exits | Call button and form only |
| Form | On a separate contact page | Visible without scrolling |
| Testing | Hard to change | Built to test headlines and offers |
Landing Pages & CRO setup checklist
- Headline matches the ad group’s keywords
- Tap-to-call button visible on mobile without scrolling
- Form with four fields or fewer
- Reviews, licence and insurance shown near the form
- Service areas listed
- Loads in under about 2.5 seconds on mobile
- Thank-you page that fires the conversion once
Common mistakes
Long forms
Every extra field costs leads. Ask for what you need to call back, nothing more.
No phone number
Many service customers prefer to call. Hiding the number loses them.
Heavy sliders and video backgrounds
They slow the page down and push the form out of view.
How we work
Analyze
Heatmaps, recordings and analytics show where visitors drop off.
Build
Design and publish mobile-first pages.
Test
Run A/B tests and keep what wins.
What we report on
- Conversion rate by page and traffic source
- Form start vs. completion rate
- Mobile load time
- Cost per lead before vs. after
How the cost works
Landing pages are built as a one-time project or included in management for larger accounts.
Landing Pages & CRO: frequently asked questions
What is a good landing page conversion rate?
It varies widely by industry and offer. Compare against your own baseline: a page that improves from 4% to 8% halves your cost per lead.
Should landing pages have navigation menus?
Usually not. Removing navigation keeps visitors focused on the single call to action.
Do I need a separate landing page for every service?
For your main services, yes. A page per service lets the headline, photos and proof match what people searched, which improves both conversion rate and Quality Score.
Can you build landing pages in GoHighLevel or WordPress?
Yes. We build in the platform you already use, as long as it loads fast and supports tracking.
Landing Pages & CRO across Canada
- Toronto
- Mississauga
- Brampton
- Hamilton
- Ottawa
- Montreal
- Vancouver
- Surrey
- Calgary
- Edmonton
- Winnipeg
- Halifax
- North York
- Vaughan
- Ajax
- Oshawa
- Peterborough
- Kitchener
- Waterloo
- London
- Burnaby
- Langley
- Victoria
Industries that use Landing Pages & CRO
- Landscaping Companies
- Snow Removal Companies
- Moving Companies
- HVAC Companies
- Roofing Companies
- Electricians
- Garage Door Companies
- Renovation Contractors
- Pressure Washing Companies
- Christmas Light Installers
- Excavation Contractors
- Demolition Contractors
- Dentists
- Physiotherapy Clinics
- Chiropractors
- Med Spas & Aesthetic Clinics
- Personal Injury Lawyers
- Divorce & Family Lawyers
- Real Estate Lawyers
- Immigration Lawyers
- Immigration Consultants
- Real Estate Agents
Related services
Google Ads Management
Canadian Google Ads management built around cost per lead, not clicks. Search, Performance Max, YouTube and Local Services Ads with verified conversion tracking.
Conversion Tracking (GA4 & GTM)
Accurate conversion tracking for Google Ads: GA4, Google Tag Manager, enhanced conversions, call tracking, Consent Mode v2 and offline conversion imports.
Related guides
How Long Does Google Ads Take to Work? A Realistic Timeline
A realistic Google Ads timeline for Canadian businesses: what happens in week 1, month 1 and month 3, and what slows results down or speeds them up.
Google Ads Landing Pages: What Makes a Page Convert (With Checklist)
What makes a Google Ads landing page convert for local service businesses in Canada: message match, speed, trust signals, forms, and a 15-point checklist.
Get a free Google Ads audit
We review your Google Ads account, find where budget is being wasted, and send you a prioritized list of fixes. Free, with no contract or obligation.