Why a home page makes a poor ad destination
A home page has to speak to everyone: past customers, job seekers, suppliers, people comparing you with a competitor. An ad click comes from one person with one problem. Send that person to a page with a menu, six services and a story about how the company started, and they have to dig for the thing they searched for. Many won't.
A landing page strips that away. No main menu, one offer, one form, and a phone number for people who would rather call. It can still carry your logo, your reviews from Google if you choose to embed them, and photos of your real trucks and crew.
What goes on the page
| Part | What it does |
|---|---|
| Headline | Repeats the words from the ad, so the visitor knows they landed in the right place |
| Service area line | Names the towns or ZIP codes you cover, right under the headline |
| Form or call button | Visible on the first phone screen, without scrolling |
| Proof | Your license number where your trade needs one, real photos, and reviews you choose to show |
| What happens next | One or two lines on how fast you call back and what the visit looks like |
| Short FAQ | Answers the two or three questions your office hears most on the phone |
One page or several
If your ads run in separate groups, say water heaters, drain cleaning and sewer lines, each group usually deserves its own page. They can share a layout and a form, with a different headline, photo and FAQ on each. The same goes for towns: a roofer covering a whole metro can run one page per county with the area named in the headline.
Tracking that tells you what worked
We install the tags for Google Ads and Meta, or set them up through Google Tag Manager, so each form submission counts as a conversion in your ad account. Hidden fields on the form record which campaign and keyword brought the lead in, and that travels with the lead to your inbox or CRM. You can then see which ads bring real jobs and which ones only bring clicks.
Testing two versions
Once a page gets steady traffic, a second version with a different headline or a shorter form can show what your customers respond to. We build the variant and split the traffic, and you or your ad manager decide when there's enough data to pick one. With low traffic, a test can run for a long time, so we'll tell you if it isn't worth it yet.
Questions
Do you write the copy?
If you want us to. Send the ad text, your offer and a few notes on what customers ask, and we write the page for your approval.
What platform do the pages run on?
That depends on your site. We can add pages to the site you have, or host them on a light static setup under your domain. The quote says which we suggest and why.
Paying for clicks that don't turn into calls? Tell us what you advertise, where the ads run and what happens after someone fills in the form.
Request a quote