Preparing a site for Google Ads decides the fate of your budget: traffic to an unprepared page simply won't convert into applications.
You can run ads for almost any site, but that doesn't mean every site is ready to accept paid traffic. If a person switches from Google Ads and doesn't find an answer to their question, your advertising budget is wasted.
Therefore, preparing a site for Google Ads is a separate stage of marketing work. The advertising campaign brings the user, and the site must convince them to take the desired action.
Main principle
There must be a logical connection between the three elements:
search query → advertisement → landing page.
If a person searches for “Google Ads setup for business,” sees an ad for this service, and then lands on a generic homepage without any specific information, conversion may be low.
Proposal verification
Before launching, you need to formulate an offer.
Answer:
- what we sell
- whom
- What problem are we solving?
- What makes us different?
- why the client should contact us now
- what is the next step
The clearer the offer, the easier it is to create an advertisement.
Landing page
It is advisable to have a separate relevant page for each important service.
It should include:
- title
- service description
- benefits
- advantages
- price or principle of value formation
- cases
- reviews
- answers to questions
- form
- contacts
- call to action
Title
The user should understand the essence of the offer in a few seconds.
Weak option:
"Welcome to our company website."
Stronger:
"Setting up Google Ads to receive applications."
The headline should match the expectation after the click.
Trust
Paid traffic does not eliminate the need to prove competence.
For services, the following are useful:
- cases
- numbers
- reviews
- team photo
- certificates
- partnerships
- experience
- real work examples
Do not fabricate results or use false numbers.
Application form
The form should be as simple as possible.
If a name and phone number are enough for the first contact, there’s no need to ask for ten fields.
But for B2B services, it may be appropriate to add budget, scope, or project type.
Phone and messengers
On a mobile site, the number must be clickable.
If a business receives requests via messengers, the corresponding buttons should be tracked as events.
Speed
A slow website increases the risk of losing users. Before launching, it is worth checking page loading on mobile and desktop devices.
Particularly heavy elements:
- large images
- video
- third-party scripts
- unused JavaScript
- unoptimized fonts
Mobile version
In many niches, a significant portion of ad traffic comes from phones, so the mobile version should be tested separately.
The buttons should be convenient, the text should be readable, the form should be accessible, and the menu should be clear.
HTTPS
The site must work correctly via HTTPS. You need to check the certificate, redirects, and the absence of mixed content.
Analytics
Before launching your ads, it is advisable to set up Google Analytics 4, Google Tag Manager, and conversions.
You need to track:
- sending forms
- calls
- shopping
- clicks
- other key actions
Conversions
Ask the question: what is a successful outcome?
For a store — a purchase. For dentistry — an appointment. For a lawyer — a request for a consultation.
These actions should be the basis of optimization.
Thank you page
If you use a thank-you page after a form submission, it can be used to measure conversions. But you want to avoid situations where simply opening the page accidentally counts as a request.
Legal information
Depending on the type of business and country of operation, a privacy policy, data processing information, terms of sale, and other legal pages may be required.
It is especially important that the website does not hide essential information about the company.
Ad relevance
You can't promise in advertising what isn't on the landing page.
If the ad says “Free consultation,” the user should actually get this opportunity.
Application test
Before starting, you need to go through the whole process yourself:
Google → ads → website → form → message to manager.
Check if:
- the form works
- the letter arrives
- the request enters the CRM
- the manager sees the source
- conversion is fixed
CRM
For companies with a large volume of leads, it is advisable to link advertising with CRM.
This allows you to understand not only the number of applications, but also how many of them turned into sales.
What to check before launching
Create a checklist:
1. The site is working.
2. HTTPS works.
3. Mobile version checked.
4. The landing page is relevant.
5. The form works.
6. The phone is clickable.
7. Analytics installed.
8. Conversions are set up.
9. CRM receives applications.
10. The texts correspond to the sentence.
11. Prices and conditions are current.
12. Legal pages are available.
Conclusion
Preparing your site for Google Ads can be more important than creating the ad campaign itself. If your site isn't ready to convert traffic, increasing your advertising budget will only increase your costs.
Quality advertising starts with a quality user journey: the right query, relevant ad, compelling page, and a simple path to the application.
FAQ
Is it possible to run ads on the home page?
It's possible, but for specific queries, a relevant landing page is often better.
Do you need CRM?
Not always, but it is very useful for systematic work with leads.
What to check first?
Offer, landing page, form, and conversion tracking.
Preparing your site for Google Ads at TOP DIGITAL
We prepare the site for advertising: speed, mobile version, landing pages, forms, and correct goals in analytics.
More about the direction – on the service pages: website creation and SEO optimizationIt is also useful to view PageSpeed Insights.
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