Google Ads scores every keyword on three components, expected clickthrough rate, ad relevance and landing page experience, and landing page experience is how relevant and useful your page is to the people who click. Send an ad for a CNY hair package to a homepage about everything you do, and you're marked down on the part you control most.
The same logic applies to Instagram and Facebook ads, even though Meta scores them differently. A person who tapped "Hydrating facial, $68 this month" expects to see that facial, that price and a way to book. If they land on a homepage slideshow, many will leave before they find it.
In short:
- Give every paid promotion its own page, with one offer on it.
- Put the price, what's included and the end date in the first screen.
- Offer one clear next step: book, WhatsApp or call.
- Tag the link so you can see which ad sent each visitor.
A homepage is built for people who already know you
Homepages try to say everything: services, story, team, reviews, location. That's right for someone who searched your name. It's wrong for someone who clicked an ad about one thing, because they have to work out where that thing is, whether the price still applies and how to get it.
Every extra step loses people. On a phone, between MRT stops, the step is often the end of it.
A promotion page has five parts
Keep it short enough to read on one phone screen and a bit:
- A headline that repeats the ad's promise in the same words.
- The price, what's included, how long it takes and when the offer ends.
- One photo of the actual service or space, not stock.
- Two or three lines that answer the obvious worries: parking, who it's for, cancellation.
- One button, repeated at the bottom, that does the next step.
Leave out the main menu if your website tool lets you. The goal of this page is one action.
Write the page in the words customers use. If the ad says "hydrating facial", the page shouldn't call it an "aqua infusion treatment" without saying they're the same thing.
The button should go straight to a booking or a chat
If you take bookings online, link the button to the right service in your booking page, not the general one. If bookings happen on WhatsApp, use a click-to-chat link. It opens a chat with your number and can carry a pre-filled message such as "Hi, I'd like to book the hydrating facial." WhatsApp's help centre explains how to build one. You'll know the enquiry came from the promotion the moment it arrives.
Tag the link so you know which ad worked
Add UTM parameters, short tags on the end of a link, to every ad URL. Google Analytics reads utm_source (where the click came from, such as instagram), utm_medium (such as paid_social) and utm_campaign (such as cny_facial). Google's free Campaign URL Builder writes the link for you. Tag printed links too: a flyer's QR code can carry utm_source=flyer, so print shows up in the same report.
Then compare promotions by what matters: enquiries and bookings, not clicks. Our guide to tracking where customers come from covers the rest of that setup.
Retire the page when the offer ends
An ended promotion that's still live is worse than no page. Customers find it through old ads, shared links or search, and expect the price. When the offer ends, change the page to say so and point to your current prices, or send the link to the service page instead.
Keep a list of live promotion pages with their end dates, and check it on the first of each month. It's a five-minute job that saves awkward conversations at the counter.
When the homepage is fine
Ads that sell your business rather than an offer, such as "Tuition centre in Tampines, P3 to Sec 4", can land on the homepage if the homepage answers that search: who you teach, where you are and how to book a trial. Brand-name searches are the same. The rule is simple: the page should match the promise in the ad.
Fix the page before you raise the budget
If a promotion isn't bringing bookings, look at the page before you spend more on the ad. Open it on your own phone, on mobile data, and time how long it takes to see the price and the button. If you have to scroll, pinch or wait, your customers did too. Our free marketing fixes list covers the other basics to check first.
Frequently asked questions
What is a landing page for a small business?
It's a page built for one offer or one audience, usually the page an ad links to. It repeats the ad's promise, shows the price and details, and has one clear next step such as booking or chatting.
Does Google Ads look at my landing page?
Yes. Landing page experience is one of the three components of Quality Score in Google Ads, alongside expected clickthrough rate and ad relevance.
How do I know which ad brought a customer?
Tag each ad link with UTM parameters so Google Analytics can report the source, medium and campaign. For WhatsApp bookings, a click-to-chat link with a pre-filled message also shows which promotion the customer saw.
How Furoki can help
Furoki Marco checks how Google, Google Maps and AI assistants see your business across 10 areas, including page titles, speed on phones and local presence, and gives a score out of 100 with the fixes ranked by impact. It's free, needs no sign-up and takes about two minutes, so it's a quick check before you put money behind a promotion page.
Audit your site with Furoki Marco before your next promotion goes live.
