{"id":23968,"date":"2026-09-11T09:51:55","date_gmt":"2026-09-11T13:51:55","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=23968"},"modified":"2026-09-11T09:51:56","modified_gmt":"2026-09-11T13:51:56","slug":"what-ppc-needs-from-your-landing-pages","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/websites\/what-ppc-needs-from-your-landing-pages\/","title":{"rendered":"What PPC Needs From Your Landing Pages"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.sanctuarymg.com\/academy\/advertising\/ppc-ads-for-beginners-everything-you-need-to-know-about-pay-per-click-ads-and-how-to-get-started\/\">PPC<\/a> and <a href=\"https:\/\/www.sanctuarymg.com\/academy\/strategy\/podcase-episode-86-designed-to-grow-why-design-is-key-to-marketing-success-part-3\/\">web design<\/a> tend to operate in their own lanes, and that&#8217;s usually fine \u2014 until a beautifully designed landing page quietly underperforms a paid campaign and nobody can figure out why. More often than not, the ad did exactly what it was supposed to do. The page just wasn&#8217;t built with paid traffic in mind. Let&#8217;s look at what to fix before that happens.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Make <a href=\"https:\/\/www.sanctuarymg.com\/academy\/websites\/why-website-speed-matters\/\">Speed<\/a> a Priority<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Paid traffic doesn&#8217;t wait around. Someone who clicked an ad has already shown intent, but that intent has a short shelf life. If the page hasn&#8217;t loaded in a couple of seconds, a real chunk of that traffic is gone before they ever see the offer.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Compress images and trim third-party scripts.<\/strong> Every extra kilobyte adds load time, and load time is money on paid traffic specifically.<\/li>\n\n\n\n<li><strong>Prioritize<\/strong> <a href=\"https:\/\/www.sanctuarymg.com\/academy\/websites\/mobile-website-speed-matters\/\"><strong>mobile load speed<\/strong><\/a><strong>.<\/strong> A large share of paid clicks come in on mobile, and mobile connections are far less forgiving of a bloated page.<\/li>\n\n\n\n<li><strong>Remember this affects cost, not just conversions.<\/strong> Landing page speed factors into Google Ads <a href=\"https:\/\/www.sanctuarymg.com\/academy\/advertising\/understanding-quality-score-in-ppc\/\">Quality Score<\/a>, which impacts CPC. A slow page makes every click more expensive before it even has a chance to convert.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Give Visitors One <a href=\"https:\/\/www.sanctuarymg.com\/academy\/content\/website-conversions-calls-to-actions\/\">Clear Action<\/a><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"700\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/give-visitors-clear-action-1024x700.jpg\" alt=\"\" class=\"wp-image-23973\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/give-visitors-clear-action-1024x700.jpg 1024w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/give-visitors-clear-action-300x205.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/give-visitors-clear-action-768x525.jpg 768w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/give-visitors-clear-action-350x239.jpg 350w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/give-visitors-clear-action.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s tempting to design a <a href=\"https:\/\/www.sanctuarymg.com\/academy\/content\/top-4-tips-for-optimizing-landing-pages-for-conversions\/\">landing page<\/a> the way you&#8217;d design a homepage \u2014 navigation, a few offers, links to explore. But every extra path off the page is an exit ramp away from the one action that ad spend was meant to drive.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Repeat one CTA, not several.<\/strong> Long pages can restate the same call to action more than once, but it should always be the same one.<\/li>\n\n\n\n<li><strong>Match the offer to the ad.<\/strong> The page should deliver exactly what the ad promised, with nothing else competing for attention.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Keep <a href=\"https:\/\/www.sanctuarymg.com\/academy\/websites\/testing-forms-on-landing-pages\/\">Forms<\/a> Short<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"700\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/keep-forms-short-1024x700.jpg\" alt=\"\" class=\"wp-image-23972\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/keep-forms-short-1024x700.jpg 1024w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/keep-forms-short-300x205.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/keep-forms-short-768x525.jpg 768w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/keep-forms-short-350x239.jpg 350w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/keep-forms-short.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Every additional form field is a small toll booth, and some percentage of visitors will turn around rather than pay it.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ask for the minimum to start a conversation.<\/strong> Name, email, and maybe one qualifying field are often enough \u2014 the rest can be gathered later.<\/li>\n\n\n\n<li><strong>Watch<\/strong> <a href=\"https:\/\/www.sanctuarymg.com\/academy\/advertising\/google-ads-cost-per-lead-benchmarks\/\"><strong>cost-per-lead<\/strong><\/a> <strong>when testing this.<\/strong> On paid traffic, every field removed tends to show up directly in that number.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Design <a href=\"https:\/\/www.sanctuarymg.com\/academy\/websites\/mobile-first-what-you-need-to-know\/\">Mobile-First<\/a>, Not Just <a href=\"https:\/\/www.sanctuarymg.com\/academy\/social-media\/mobile-optimization\/\">Mobile-Friendly<\/a><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"700\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/design-mobile-first-1024x700.jpg\" alt=\"\" class=\"wp-image-23971\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/design-mobile-first-1024x700.jpg 1024w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/design-mobile-first-300x205.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/design-mobile-first-768x525.jpg 768w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/design-mobile-first-350x239.jpg 350w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/design-mobile-first.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A responsive page that merely doesn&#8217;t break on a phone is different from a page actually built for mobile first. On most accounts, mobile makes up a significant share of paid clicks, and those users deal with a different set of frictions than desktop visitors.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Keep the CTA reachable without endless scrolling.<\/strong> Mobile users should be able to easily get to the CTA on their device.<\/li>\n\n\n\n<li><strong>Use the right input types on forms.<\/strong> A numeric keypad for a phone number field is a small detail that adds up.<\/li>\n\n\n\n<li><strong>Design for touch, not hover.<\/strong> Anything that relies on a hover state won&#8217;t work for most paid traffic at all.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Protect Your Tracking From End to End<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"700\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/protect-tracking-1024x700.jpg\" alt=\"\" class=\"wp-image-23970\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/protect-tracking-1024x700.jpg 1024w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/protect-tracking-300x205.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/protect-tracking-768x525.jpg 768w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/protect-tracking-350x239.jpg 350w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2026\/09\/protect-tracking.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">This one&#8217;s invisible to most people testing a page, but it&#8217;s everything to a PPC team. If a page redirects through multiple URLs, strips query parameters, or uses a form tool that doesn&#8217;t pass data through cleanly, the click ID and UTM parameters connecting an ad to a conversion can get lost along the way \u2014 and that conversion won&#8217;t get credited to the campaign that earned it.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Confirm conversion pixels fire correctly before launch.<\/strong> Test this on the actual page, not just in a staging environment.<\/li>\n\n\n\n<li><strong>Make sure URL parameters survive any redirects.<\/strong> A single unnecessary redirect can be enough to drop them \u2014 and beyond the tracking risk, Google Ads generally won&#8217;t allow a landing page redirect at all. Get caught with one and the ad gets disapproved before it ever runs.<\/li>\n\n\n\n<li><strong>Check that form submissions pass through intact.<\/strong> Whatever system your leads land in should be receiving complete, connected data.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">None of this is about PPC dictating design \u2014 it&#8217;s about looping paid media in early enough that a landing page can do its job on both sides: look good and convert the specific traffic it was built to receive. A five-minute conversation before a build starts saves everyone a much longer conversation after a campaign underperforms.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>PPC and web design tend to operate in their own lanes, and that&#8217;s usually fine \u2014 until a beautifully designed landing page quietly underperforms a paid campaign and nobody can figure out why. More often than not, the ad did exactly what it was supposed to do. The page just wasn&#8217;t built with paid traffic [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":23969,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[106],"tags":[],"type-category":[288],"class_list":["post-23968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-websites","type-category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What PPC Needs From Your Landing Pages<\/title>\n<meta name=\"description\" content=\"PPC insight for designers and devs: the 5 landing page essentials\u2014speed, a single CTA, short forms, mobile-first design, &amp; airtight tracking.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sanctuarymg.com\/academy\/websites\/what-ppc-needs-from-your-landing-pages\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What PPC Needs From Your Landing Pages\" \/>\n<meta property=\"og:description\" content=\"PPC insight for designers and devs: the 5 landing page essentials\u2014speed, a single CTA, short forms, mobile-first design, &amp; airtight tracking.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sanctuarymg.com\/academy\/websites\/what-ppc-needs-from-your-landing-pages\/\" \/>\n<meta property=\"og:site_name\" content=\"The Academy\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-11T13:51:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-11T13:51:56+00:00\" \/>\n<meta property=\"og:image\" 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