Where does the person who clicks your ad land?

Building a landing page is the most neglected part of any ad investment. A landing page is the page someone first sees after clicking an ad, email or social media link, and it is focused on a single goal. A corporate site's home page, by contrast, tries to tell everyone everything: about us, services, case studies, news. For someone coming from an ad, that crowd makes it harder to find what they came for.

One page, one goal

The first rule of a good landing page is that it asks the visitor for one thing: fill in a quote form, call for a discovery conversation, download the catalog or sign up for a trial class. If a page has five different buttons, the visitor may not press any of them.

That's why landing pages are usually stripped down:

• The main menu is removed or kept to a minimum.
• Links to other products and services are taken out.
• The footer is limited to contact details, KVKK (Türkiye's Personal Data Protection Law) and basic legal links.

This doesn't mean hiding your corporate site; it simply makes this page's job clear.

Speak the same language as the ad

If the visitor saw "On-site survey for industrial cooling" in the ad and clicked, the first sentence on the page should say the same thing. If the headline doesn't match the ad, people think they've come to the wrong place and leave within seconds.

In practical terms, this match means you need separate landing pages for different services or different audiences. Sending all your ads to one "campaign page" is easy but inefficient. On the Google Ads side, this match is also taken into account as one of the criteria used to assess ad quality; see Google Ads B2B campaigns.

The skeleton of a landing page

A simple order that can be adapted to any industry:

1. Headline and subheading. What you offer and to whom, in the same words as the ad.
2. Main action. A form or call button, visible on the first screen.
3. Why you. Three or four concrete points; not generic "quality service" sentences but facts that show the difference.
4. Trust elements. Project images, anonymized case examples, your work process, and real customer comments where available (with permission).
5. Process. The answer to "What happens after I send the form?" Uncertainty is one of the biggest obstacles to filling in a form.
6. Frequently asked questions. The three or four questions your sales team hears most often.
7. Repeat the action. The same form or button at the end of the page.

The form — short, clear and reassuring

Every extra field on the form makes some visitors give up. On the other hand, asking for no information at all makes it hard to assess the inquiry. Here is how to strike the balance:

• Required fields: name, phone or email, the service they're interested in.
• Optional fields: company name, a short note, expected timing.
• On mobile, the phone field should open the numeric keypad and the email field a keyboard with the @ sign.
• Right below the form, a link to the KVKK privacy notice and one sentence on what the data will be used for.
• After submission, a concrete thank-you message such as "We've received your message and will get back to you within …"

For people who don't want to fill in a form, there should also be a clickable phone number and a WhatsApp link. How to measure these clicks is covered in our post on conversion tracking.

Speed and mobile — the invisible requirement

A large share of ad traffic comes from mobile, and mobile visitors don't wait for slow pages. Large background videos, lots of fonts and unnecessary third-party scripts are common causes of slow landing pages. A simple page loads faster and is easier to understand.

Landing page checklist

A note on the last item: many landing pages that look very similar can appear as duplicate content to search engines. Keeping pages used only for ads out of the index is usually the right choice.

How we do it at Globya

We build landing pages within the design language of the corporate site, but focused on their own job. Because the ad copy, page headline and form are written by the same team, the message stays consistent. Before publishing, we test every page on mobile and with a real form submission. In a new corporate website project, landing page templates can be planned from the start; they can also be added to your existing site later. You'll find our approach for businesses with seasonal enrollment, such as course providers and training institutions, on the education and courses page.

Frequently asked questions