Search advertising
Google Ads landing page review services
Landing page review services look at the pages your ads send people to and recommend changes that turn more clicks into enquiries or sales. A useful review is specific to your account: it reads each page against the search terms and ads that reach it, tests the page on a phone, checks the form and tracking, ranks recommendations by the clicks and spend affected, and suggests concrete changes such as a new headline or moving the phone number. Generic advice about 'improving user experience' is easy to give and hard to act on.
This guide covers questions to ask, what the deliverable should contain, warning signs and how to measure the effect. LetGetGrow sets up and manages Google Ads and LinkedIn Ads, including B2B campaigns, with the scope, management fee and reporting set out in a custom quotation.
Illustrative diagram
- Scope
- Data
- Review
- Recommend
- Check
Questions to ask
| Question | Good answer shows |
|---|---|
| Will you use our search terms? | Each page read against real searches |
| Will you test on phones? | Yes, on real devices or connections |
| How are recommendations ranked? | By clicks and spend affected |
| How specific will suggestions be? | Headlines, layout, form fields |
| How will we measure the effect? | Enquiries per click before and after |
Specific recommendations
A good review tells you what to change, not just what is wrong. 'The headline says Welcome to our practice; searchers looked for emergency dentist; change it to Emergency dental appointments today' is something a web team can act on. Ask for an example from a past review, with client details removed.
Warning signs
No look at search terms
Match cannot be judged.
Generic best practice lists
Not specific to your pages.
Redesign as the only answer
Small fixes may be enough.
No measure agreed
Effect cannot be shown.
Agreeing scope
Prioritise the pages receiving the most ad clicks and spend. A review of five key pages is often more useful than a light look at fifty. Agree whether the review covers recommendations only or also writing new copy or wireframes.
How a review engagement runs
Scope
Pages by clicks and spend.
Output: Page list
Data
Search terms, ads, conversions.
Output: Context per page
Review
Match, phone test, form, tracking.
Output: Findings
Recommend
Specific, ranked changes.
Output: Review report
Check
Effect after changes.
Output: Before-and-after note
Example: a review for a letting agent
Illustrative example — not a client case study
Situation: A letting agent's ads for landlord services send people to a page about tenants.
- The review reads the page against searches such as 'letting agent for landlords' and finds the headline addresses renters.
- It recommends a landlord headline, a fees explanation and a valuation form with three fields.
- Valuation requests per click are compared for the month before and after the change.
What this shows: The agent could see whether the change worked. This example is illustrative.
What you should receive
Findings
- Each page against its searches
- Phone and speed notes
Recommendations
- Specific changes
- Ranked by spend affected
Measurement
- Tracking check
- Before-and-after measure
Who makes the changes
Some reviewers also write copy or build pages; others leave changes to your web team. Agree which in advance, so recommendations come in a form your team can use.
Fees
Reviews are usually a project fee based on the number of pages. Copywriting, design and development are often extra.
Phone and speed testing
Ask whether the reviewer tests pages on real phones or simulated mobile connections, not only on a desktop screen. Many searchers arrive on phones, and problems such as a hidden call button or a pop-up covering the form only show there.
Tracking checks
A review should confirm that the form or call button records a conversion once, and that consent is handled on UK sites under ICO guidance. Broken tracking can make a good page look like a poor one.
What to share
Share the pages in scope, recent search terms and ads for each, conversion figures, what a customer is worth and who will make the changes.
Judging the review
A good review leaves you with a short list of changes you understand and can make, and an agreed way to measure whether they worked.
Trust content
Ask whether the review covers trust: real reviews used with permission, credentials you hold, photos of your work and clear information on prices or how pricing works. A reviewer should flag claims that look unsupported, not suggest adding them.
One change at a time
Ask the reviewer to suggest an order for changes, so the effect of each can be seen. Changing everything at once makes it impossible to know what helped.
Questions about Google ads landing page review services
What does a landing page review service do?
Reviews ad landing pages and recommends specific changes.
Should search terms be used?
Yes, to judge whether pages answer them.
How many pages should be reviewed?
The ones with most clicks and spend first.
Is a redesign needed?
Not always; small fixes can help.
Who makes the changes?
Agree whether the reviewer or your web team.
How is success measured?
Enquiries per click before and after.
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