What Makes a Great Google Ad Landing Page (with Examples)

When someone clicks your Google Ad, they’re looking for answers. But a great landing page doesn’t just provide those answers. Instead, it makes visitors feel like they’ve come to the right place. That applies whether you’re promoting an event, encouraging donations, or trying to book more appointments. No matter the intent, your landing page should guide them with clear, friendly information they can act on — immediately! 

This guide will show you how to create landing pages that speak to your audience and get results. We’ll break down the key elements every page needs, plus tips nonprofits and home service businesses in particular can make use of. 

Let’s get started!

5 Things Every Great Landing Page Needs

Before talking specifics, it’s important to nail down the basics. A good landing page answers all the key questions upfront anyone would need to know when encountering your nonprofit or business for the first time while guiding visitors toward a single goal. This could be filling out a form, making a donation, or attending an event. More on that in a moment.

Regardless, here’s what you need to include:

1. Clear Headline That Demands Attention

Your headline is the first thing people see, so it needs to pack a punch. Be direct and let people know what the page is about. 

If you run a nonprofit, you could use phrasing like, “Join Us for Cookies with Santa — Free for the Whole Family!” Or, if you run a business, something like “Fast, Reliable AC Repairs — Book Your Service Today,” could work well, too. 

A great headline pulls double duty. It grabs attention and sets clear expectations.

2. High-Quality Visuals

Pictures and videos make a huge difference in how your landing page is perceived. Use images that truly speak to your audience. 

In the case of a nonprofit, this might mean showing smiling volunteers, happy attendees, or displaying a warm welcome video.

For companies, illustrating the impact your services provide is super helpful. Before-and-after shots of completed work or a quick explainer video would do well.

Visuals create trust and help visitors imagine themselves taking part in your service or event or in buying your services. 

3. Provides Essential Information

Your landing page should answer the “who, what, when, where, and why” questions right away. Don’t leave anything to guesswork. 

A few things all landing pages need to include are:

• Date and Time: For nonprofits hosting events, make it impossible to miss this detail.
• Location: Include your address, a map, or links for directions. Home services should also make their service area crystal clear.
• What to Expect: Whether it’s an event itinerary or the scope of your services, lay it all out.

The goal? Remove friction by answering every question someone new might have, but be as brief as possible. Concise yet thorough should be your objective.

South County Church does a good job of this in its Google ad landing page, displaying what to expect at their church, where they’re located, and the date and time for services in an upfront and easy-to-ready way: 

4. Strong (But Simple) Call-to-Action (CTA)

Your CTA is the whole purpose of your landing page. It’s what drives action. After all, it’s literally the phrasing you use to ask your visitors to take an action of some kind. To that end, use active, engaging language and make sure it’s easy to find. A few common examples you’ve likely seen before include:

• “Get a Free Estimate”
• “Sign Up to Attend”
• “Donate Now to Make a Difference”

Place your CTA above the fold. That’s the area visible in a browser window before scrolling down the page. Then, repeat it at least once farther down.

5. Mobile-Friendly Design

Most of your visitors are probably on their phones. In fact, 60% of website traffic comes from mobile devices as of 2024, so your landing page must look great and load fast on any device. Test the layout to ensure buttons are easy to click, text is readable, and forms are straightforward.

Landing Pages for Nonprofits

Nonprofits often use landing pages to promote events or encourage donations. Each purpose requires a slightly different approach, but the key is to connect emotionally while making it simple to engage. Here’s a quick look at how to configure landing pages as a nonprofit in each of these scenarios: 

Event Promotion

When promoting events like a Trunk-or-Treat or a community Easter service, your landing page should feel welcoming, even to people who’ve never heard of your organization. 

Use a friendly tone throughout the page. Phrases like “Open to Everyone” or “All Are Welcome,” resonate well. Also, be sure to take the time to clearly explain the event. Explain what happens, who it’s for, and why it matters.

Wellesley Hills Congregational Church makes it easy to see how to join services on its websites, with links to watch online services and in-person information.

Then, make sure dates, times, and locations are obvious. If registration is required, guide them through the process step-by-step.

Including a short, upbeat video showcasing highlights from past events can build excitement as well, if you have one available. 

Encouraging Donations

If your goal is to increase donations, focus on trust and transparency. Show visitors the impact their contribution can make. In this scenario, give people plenty of options for how they can donate. Provide options for one-time and recurring donations. 

But also, include alternative ways to support your organization or cause. Not everyone is ready to donate immediately, so offer other actions like signing up for your email list, volunteering, or watching a video about your mission.

Then, use testimonials, stats, or visuals to show how donations make a difference. Finally, add trust signals like a secure payment badge or links to your nonprofit’s financial disclosures to lend credibility to your Google ad landing page. 

Landing Pages for Home Service Businesses

For home service businesses, landing pages are all about establishing credibility and making it as easy as possible for potential customers to take the next step. It doesn’t matter if you’re a plumber, landscaper, or HVAC specialist, the principles are the same: remove doubts and emphasize value.

Here are a few things to include, front-and-center, on your Google ad landing page if you run a service business:

Service Information

People clicking through to your landing page are likely searching for solutions to specific problems. Make sure you clearly highlight what you offer. This can be literally a list of your key services like “Plumbing Repairs,” or “Emergency AC Service.” 

Then include some things that will build trust with people quickly. Make note of certifications, awards, and guarantees on your work. Also, indicate your service area clearly and specifically.

Lead Generation 

Your landing page’s main job is to collect leads, so your form needs to be simple and inviting. When putting it together, stick to the essential fields only, like:

• Name
• Email or Phone Number
• What Service They Need

You can also make the form more attractive by offering an incentive like a free consultation or discount for first-time customers.

Customer Trust Builders

People are cautious about who they hire, so help them feel confident by including testimonials or reviews from those who’ve worked with you in the past. 

Before-and-after photos are great to include, too. Any home service business with a visual outcome like landscaping or home remodeling would be served by including these images. Also, be sure to include any guarantees or warranties you offer. Basically,  do everything you can in the limited space you have to reassure potential customers they’re in good hands.

Need Help Creating Great Google Ad Landing Pages?

Creating the perfect Google ad landing page can feel daunting, but you don’t have to do it alone. If you’re a nonprofit or a home service business, we can help you create pages that bring in leads and drive real results.

Contact us today to get started!