High-converting landing page checklist for Google and Facebook ads
Paid traffic is expensive. A landing page built for one offer and one action can double the enquiries you get from the same ad budget. Use this checklist before you launch any campaign.
By Ashok Saini, Founder 22 October 2026 · 3 min read
Key points
One page, one offer, one action.
The headline should repeat what the person searched for or saw in the ad.
On mobile, the main button and phone or WhatsApp option must be visible without scrolling.
Track the thank-you page so you know which ads bring leads.
A website is a shop window. It has many pages and menus because visitors arrive with different questions. A landing page is a single page with one job: get a specific visitor to take one action, such as requesting a quote.
Website
Landing page
Goal
Inform and build trust
One conversion
Navigation
Full menu
Little or none
Content
Everything you do
One offer for one audience
Traffic
Search, referrals, direct
Mostly paid ads
Typical conversion rate
Lower
Higher
Sending ads to your homepage asks visitors to find their own way. Most will not.
Message and offer
Check
What good looks like
Message match
The headline repeats the keyword or promise from the ad. Someone searching "physiotherapy Gurugram" sees that phrase straight away.
A clear offer
What they get, for whom, and why now. "Free 15-minute assessment" beats "Contact us".
Benefit-led subheading
One sentence on the result, not the process.
Price signal
A starting or "from" price filters out time-wasters. Include tax where buyers expect it, such as GST in India.
No distractions
No main menu or links to unrelated pages.
The action
Check
What good looks like
One primary button
The same action, repeated after each main section.
Short form
Name, phone or WhatsApp, email and one qualifying question. Every extra field lowers completions.
WhatsApp and click-to-call
Essential in India and useful everywhere on mobile.
Above the fold on mobile
Headline, offer and button visible on a phone without scrolling.
Thank-you page
Says what happens next and when.
Trust
Check
What good looks like
Real reviews
Named reviews, ideally linked to your Google reviews.
Real photos
You, your team or your work, not stock images.
Credentials
Certifications, years in business, associations.
Contact details
Address, phone and email. Google Ads policy expects clear business information.
Answers to objections
A short FAQ on price, timing and what is included.
Speed and technical checks
Check
What good looks like
Speed
Loads in under 2.5 seconds on mobile data. Test with Google PageSpeed Insights.
Privacy policy and cookie consent: required for UK and EU visitors, expected by Google and Meta.
Real-phone test
Fill in the form yourself and check the lead arrives.
How to improve after launch
Once you have around 100 to 200 clicks, look at the conversion rate. As a rough benchmark, many service landing pages convert 5% to 15% of paid visitors. If yours is below 3%, test in this order:
Order
What to test
Impact
1
Headline and offer
Highest
2
Form length and button text
High
3
Hero image or video
Medium
4
Order of sections
Lower
Change one thing at a time so you know what worked.
Want this done for you?
Landing page design
We set this up for businesses in India, Australia and the UK, with a fixed fee agreed upfront.
Only if all your ads promote the same offer. If you advertise several services, give each its own page so the headline matches what people searched for.
Should a landing page be long or short?
It depends on the decision. A simple call-back offer can be short. A higher-value service needs more detail, proof and FAQs. Put the main button at the top either way.
What is a good landing page conversion rate?
For service businesses using paid search, 5% to 15% is a common range. Facebook traffic usually converts lower than Google because people were not searching.
Do I need a separate landing page builder?
No. A fast page on your own website works well. What matters is focus, speed and tracking, not the tool.
About the author: Ashok Saini
Founder of Pavlino Digital. Working in digital marketing since 2002: websites, landing pages, CRMs, Google Ads and SEO for businesses in India, Australia and the UK.
