The page the click lands on
Landing pages for Google Ads in Manchester
One search, one page, one thing to do
The page a click lands on decides two numbers at once: how many of the people who paid to arrive do the thing the campaign is for, and what Google charges for the next click, because landing page experience is a third of Quality Score. So the page is built backwards from the search and the goal: the headline says what was typed, the number or the button is where a thumb rests on a phone, the page loads in the time it takes to look up from the screen, and the call or the form is counted once. We build them on our own stack or fix them in place on yours; changes to existing pages sit inside the fee from the Growth tier.
Check yours now
What the page your ads land on looks like to Google
Quence is our free audit tool. Type the address of the page your ads send people to and it reads the page live: speed on a phone, the form, the phone number, the headings and the markup. It opens in a new tab and asks for nothing.
What a landing page is judged on
- Match
- Does the headline say what the search said? 'Boiler repair Bolton' should land on a page that says boiler repair and Bolton, not 'Welcome to our website'.
- Speed
- Measured on a phone with Google's tool. A page built with a page builder and a hero image the size of a film routinely takes ten seconds on the tram.
- The action
- One. A number and a form, or a booking button, above the fold on a 360-pixel-wide screen. Not a menu, not a carousel, not three offers.
- Counting
- The call and the form fire a conversion once each, tested by us with a real submission before the campaign spends a penny.
- Truth
- Only claims you can show. Reviews with a source, accreditations you hold, prices you honour. Google's policies and the CAP Code both apply, and so do we.
Built or fixed
Two ways to get a page that converts, and when each applies
Fixed in place when your site can be made fast and the page can be edited: the hero image shrunk, the form moved up, the number made tappable, the copy rewritten to the search. Most WordPress and Shopify sites can take this, and it is inside the fee from the Growth tier.
Built by us when the site cannot be made fast, when nobody has the login, or when the campaign needs a page per borough or per goal that the site's template will not allow. Built on our own stack, hosted on our servers under your domain, and yours to keep. Quoted, because it depends on how many pages and what they need to do.
Manchester pages
A page per borough is worth it only when the borough is in the search
People search “plumber Stockport” and “dentist Didsbury” and, for those searches, a page that names the place and lists the streets and estates you actually cover converts better than a general one. People do not search “accountant Tameside” much, and a page for it is a page nobody lands on.
So borough pages are built from the search terms, not from a map. Each one carries something only true of that borough (the areas within it you serve, a photo from a job there, the drive time from your base) rather than the same paragraph with the name swapped, which Google treats as a doorway and your customers treat as a fake.
Testing
One change at a time, judged on cost per outcome
A landing page is never finished; it is measured. Each month the report carries the page's conversion rate by campaign and its speed score, and one change is proposed with the number it is meant to move: the headline, the position of the number, the length of the form, the first photo. The change is made, the fortnight after is compared with the fortnight before on cost per call, form or booking, and it stays or it goes.
What we do not do is run five changes at once and call the result a redesign, because then nobody knows which one worked. And we do not test on an account with too few conversions to tell noise from signal; on a small account the page is built right once and left alone until the search terms say otherwise.
Keep reading
Next door to this page
Ads for phone calls
The page's job is often to be rung; how the call is counted.
Ads for bookings
When the page hands over to a booking engine, and how tracking survives it.
Pricing
Page changes from the Growth tier; new builds quoted.
Get a quote
Send the address of the page; the reply says how fast it is on a phone.
Questions about landing pages
Why not send the ads to my home page?
Because the home page answers every question and the search asked one. A person who typed 'emergency electrician Stockport' wants a page that says Stockport, emergency, the number and the hours, not a menu. A page built for the search converts several times better and gets a better Quality Score, which lowers what every click costs.
Do you build the page or change mine?
Either. On Growth and above we make changes to existing pages ourselves; a new page built from scratch is quoted separately because it depends on what your site can host. Where a site cannot take a fast page, we build one on our own hosting under your domain or a subdomain, and it is yours.
How fast does a landing page need to be?
Fast enough that a person on a phone on the tram sees the headline and the number before they give up. Google's PageSpeed Insights gives a mobile score; we build to the high nineties and measure the page every month, because a slow page pays more per click for the same position.
How do you track a form or a call on the page?
The form fires a conversion on the thank-you page or the submit event, once, tested by us. Calls are counted through a forwarding number swapped in for visitors who arrived from an ad, at sixty seconds or more. Consent Mode is set up so counting survives the cookie banner.
What does a landing page cost?
Changes to an existing page are inside the Growth tier at £399 a month and above. A new page built as part of a new account is inside the £199 setup where the site can host it; a stand-alone build is quoted. Nothing is charged as a percentage of spend.
Can the page say 'Manchester' if we are in Salford?
It can say what is true. A Salford business that serves Manchester can say so; a page that claims an address it does not have breaks Google's misrepresentation policy and the CAP Code, and we will not write it. The areas you cover are listed by name, which does more for the visitor anyway.
Do you write the copy?
Yes, from the search terms, so the headline says what the person typed, and you approve every claim before it runs. Reviews, accreditations and prices go on the page where you have them and can show them; nothing invented goes on the page.
Will the landing page rank in Google's free results too?
Sometimes, and it is a bonus rather than the point. A landing page is built for the ad's search and one action; the pages that rank organically usually need more. If a page starts earning free clicks the report says so.
Say what the ads are for. The fee and the first three changes come back in writing.
Calls, sales, bookings or leads, roughly what you spend, and the part of Greater Manchester you sell to. Daniel Stoychev reads it himself and answers within one working day with the tier, the fee and what he would change first. Already spending? The free check reads your account in 72 hours.