How to Structure a High-Converting PPC Landing Page

Conversion isn’t about aesthetics - it’s about persuasion. Every element on your landing page needs to move visitors closer to your desired action. They have to want to go where you need them to go. Here’s what goes where - and why it matters - when it comes to PPC campaigns.

Above the Fold Essentials

Your headline is your instant value proposition. It should answer "what do I get?" in five seconds or less. "Get 50% Off Running Shoes" says more "Premium Athletic Footwear Collection" - it tells viewers exactly what they’ll get. Make it specific, benefit-focused, and match your ad copy exactly.

The sub headline adds proof or hooks them deeper. Give them a reason to stay - think "Free shipping on orders over $75" or "Trusted by 10,000+ runners". Keep it short - one line maximum.

Visuals can be pretty, but they’re not just decorative - they’ve got to provide context. Show your product being used, a person benefiting from your service, or a demo of your software in action… things viewers want to see. Stock photos of smiling people don't convert - but relevant visuals that support your message do.

Place your call-to-action above the fold - that’s where everyone can see it immediately. Use action words that match your ad - "Get Free Quote," "Start Trial," or "Shop Now." Make the button big, contrasting, and impossible to miss.

Social Proof and Features

Add social proof strategically throughout the page. Customer testimonials, company logos, review stars, or "trusted by X customers" statements - all these build credibility. Place testimonials near your CTA buttons to reinforce the decision to convert.

List features as short, benefit-led bullet points. Instead of "Advanced GPS tracking," write "Never lose your keys again with GPS tracking" - focus on what the feature does for them, not just what it is.