By Ali Raza — founder of AARSWEBS Solutions Co LLC and creator of Ali Raza Marketing.
One of the most useful questions in Google Ads is not “Should I raise my budget?” but “What happens after someone clicks?” My new video is titled Critique Landing Pages for Google Ads, and this companion guide explains how I recommend approaching the question as a business owner or PPC practitioner. This companion article is a practical framework rather than a transcript of the video’s on-screen examples.
Watch the Google Ads landing-page critique on YouTube.
Clicks are only the start of the customer journey
Imagine a prospective customer searching for “same-day AC repair.” Your ad promises rapid appointments. The click lands on a general heating-and-cooling homepage with a long introduction and no clear way to request emergency service. Even if the advertising targets the right person, the destination leaves them doing the work.
This example is hypothetical, not a claim about a client in the video. It illustrates the disconnect I would look for first: search term → ad promise → landing-page headline → conversion action.
My seven-question landing-page critique
1. Is the promise obvious immediately?
Show the service, outcome and next step before asking the visitor to scroll. A vague “Welcome to our website” hero is usually weaker than a clear service-oriented proposition.
2. Does the page match the searcher’s intent?
Different audiences need different answers. A person searching for repair pricing may want a quote and clear service area; an ecommerce visitor may need product availability, shipping and checkout reassurance. Match the page to the actual search, not merely the industry.
3. Does the CTA make sense for that stage?
“Book an inspection” or “Get a quote” can work when expectations are transparent. Avoid asking for unnecessary personal information before showing what the customer receives.
4. Would I trust this company?
Real contact information, relevant testimonials and transparent claims matter. Brand imagery alone is not sufficient, and invented badges or fabricated results make credibility worse.
5. Does it actually work on mobile?
I would complete the form from a phone, tap the phone number, inspect popups and test whether the page responds reliably. A responsive screenshot is not the same as a usable mobile journey.
6. Are we tracking a genuine lead?
For lead generation, differentiate form clicks from confirmed submissions and actual qualified enquiries. Check GA4, GTM and Google Ads conversion configuration so optimization is based on meaningful outcomes.
7. Is there any policy or technical barrier?
Google Ads requires destinations to work properly, provide a usable experience and meet policy requirements. Verify the final URL, redirects, website access and original value of the page. Read Google’s destination requirements before assuming a page is ready for ads.
A poor Quality Score and a poor conversion rate are not identical
Google’s Quality Score guidance describes expected CTR, ad relevance and landing-page experience as diagnostic components. A page can have clear message match yet still lose business because a form fails or leads never receive a response. Use Quality Score diagnostics, but also look at conversion quality and economics.
What I would improve first
My preferred audit order is: (1) repair any broken or inaccessible page; (2) confirm the offer and ad message agree; (3) test the form or checkout; (4) verify meaningful conversions; (5) improve trust and mobile experience; and (6) run a measured test of copy or design. This is an editorial review framework, not an audit of a specific page shown in the private video.
Does every Google Ads campaign need a separate landing page?
Not necessarily. A well-designed service page can work when it closely answers the query, clearly presents the offer and provides an easy next step. Separate landing pages become useful when audiences, locations, products or promises genuinely differ. Creating lots of nearly identical pages without added value is not a substitute for relevance.
My takeaway for business owners
If your campaign receives clicks but few enquiries, first confirm the visitors are qualified and the conversion events are accurate. Then review the website from the perspective of a customer who knows nothing about your business. The answer may be a simpler headline, clearer form, better trust signals or a technical repair—not another bid strategy.
Related: My guide to improving Google Ads Ad Rank. To request help with website conversion issues or lead leakage, visit AARSWEBS Free Growth Audit.
For a detailed implementation guide, see the AARSWEBS 15-point Google Ads landing-page audit checklist.
No specific performance result is promised.
