PPC Landing Pages · Worked example

Your Google Ads
deserve their own page.

Sending paid traffic to your homepage is a tax you pay every click. A purpose-built PPC landing page is the cheapest way to double your conversion rate — without spending another dollar on ads.

Book a 20-min call See a worked example
Napa wine country aerial — example landing page hero Example · MG Concierge, Napa
2–3×

Typical conversion lift when ad traffic hits a dedicated landing page instead of a homepage.

↓ 30%

Cost-per-click reduction from the Quality Score boost a focused landing page earns.

1 intent

A landing page answers one question for one keyword. A homepage tries to answer everything.

The Math

A homepage was never designed for a click that costs you money.

Your homepage greets investors, recruits, partners, journalists, and casual browsers. Google Ads brings buyers — already in market, already with intent. Treating both audiences with the same page is why most paid campaigns underperform.

Homepage as landing page

Built for everyone. Converts no one.

  • 8–20+ nav links pulling attention away from the one action that matters
  • No message-match: the headline doesn't echo the keyword that brought them
  • Quality Score tanks → you pay more per click than your competitors
  • CTA buried below the fold, behind brand storytelling
  • A/B testing is dangerous — you risk breaking the rest of the site

PPC landing page

Single intent. Single action. Engineered to convert.

  • One CTA above the fold, repeated at the natural decision moments
  • Message-match to the ad copy and the search query — Quality Score climbs
  • Lower CPC, more impressions for the same budget
  • Social proof, real photography, and trust signals where buyers look for them
  • Isolated surface — A/B test headlines, hero photo, and forms without risk

Conversion uplift varies by industry, offer, and traffic quality. The 2–3× range is the median of published case data from Unbounce, WordStream, and Google's own Quality Score research; your results will depend on your campaign and creative.

The Playbook

What a Bonsai-built PPC landing page actually contains.

Every page is engineered around one keyword group and one conversion event. Here's the architecture.

01

Message-match hero

Headline mirrors the search query within milliseconds. Subhead names the outcome. CTA visible without scrolling — on mobile and desktop.

02

Outcome-first proof

Real photography, real reviews, real names. No stock photography. No generic testimonials. The proof matches the intent.

03

One conversion event

Phone, form, or calendar — pick one. Everything else is removed. Conversion fires on a dataLayer push that wires Google Ads + AdRoll cleanly.

04

Mobile-first form

75% of clicks are mobile. Forms have 3–5 fields max, autofill enabled, large tap targets, and inline validation. No CAPTCHA — honeypot only.

05

Speed budget

Sub-1.5s LCP target. Single page weight under 300KB before images. No frameworks unless they earn their place. Hosted on edge.

06

Built to test

Every page ships with a duplicate variant ready to A/B against. We measure lift in conversions, not impressions or bounce rate.

Worked Example · MG Concierge

What "Napa Wine Tours" should look like at the end of an ad click.

MG Concierge is a luxury travel concierge in Napa Valley. They run Google Ads on terms like "private wine tours napa". Here's the difference between sending that click to their homepage versus a dedicated landing page.

Today · homepage

Built for browsers, not buyers.

  • 16+ nav links pulling attention to about, FAQs, blog
  • Hero headline: "Your Gateway to Wine Country" — generic
  • "Book a call" button below the fold
  • Form asks 8 questions including file upload
  • Quality Score: estimated 4/10 for paid keywords
Proposed · PPC landing page

Built for one click, one decision.

  • Zero nav. One CTA — book a private tour
  • Headline matches search: "Private Napa Wine Tours — Curated by a Local"
  • CTA on every scroll-stop, sticky on mobile
  • Form: 3 fields (name, email, trip dates) — phone optional
  • Quality Score: targeting 8+/10 within 30 days

Example uses MG Concierge's real positioning and imagery to illustrate the framework. Conversion projections are directional, not promised. Engagement-specific Quality Score targets are set at audit, not before.

Book a 20-minute call

If you're spending on Google Ads,
let's see what the landing page is costing you.

Bring your top three campaigns. We'll run a free Quality Score audit, identify the easiest landing-page win, and quote the build. No pitch deck. No retainers. Twenty minutes.

Book your call
Or call (707) 593-7539 · Sonoma County · National reach