You can spend thousands of dollars on the perfect Google Ads campaign, but if your landing page is a let-down, you’re essentially throwing that money into the Brisbane River. A great landing page ensures your hard-earned clicks turn into actual phone calls, emails, and sales.
In this guide, we’ll walk through the exact framework we use at Local Marketing Group to ensure our clients get the best possible return on their ad spend.
Prerequisites: What You’ll Need
Before we dive in, make sure you have the following ready:- Access to your website builder: (WordPress, Elementor, Squarespace, etc.).
- Google Ads account access: To check your Quality Score and keywords.
- A clear offer: Something better than just "Contact Us" (e.g., "Get a Free Quote" or "Download our Price Guide").
- High-quality images: Real photos of your work or your Brisbane-based team always beat generic stock photos.
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Step 1: Laser-Focus on Message Match
This is where most businesses fail right out of the gate. If your ad promises "Emergency Plumbing in Fortitude Valley," your landing page shouldn't just be your generic homepage that talks about bathroom renovations. What to do:- Look at your top-performing keywords in Google Ads.
- Ensure your landing page headline uses those exact (or very similar) keywords.
- Pro tip: If you have multiple services (e.g., Pest Control and Termite Inspections), create a separate landing page for each. It’s more work, but the conversion rate jump is worth it.
Step 2: The "Above the Fold" Essentials
In the marketing world, "above the fold" refers to everything a user sees before they have to scroll down. On a mobile phone, this space is tiny, so you have to make it count. Your top section must answer three questions in 3 seconds:- What do you offer?
- How does it make the customer's life better?
- What should they do next?
Step 3: Optimise for the "Thumb Scroll"
Let’s be real: most Aussies are clicking your ads while waiting for a coffee or sitting on the train. If your page isn't mobile-friendly, you're losing money. The Checklist:- Big Buttons: Make sure your "Call Now" button is large enough to be tapped by a thumb (at least 44x44 pixels).
- Sticky Headers: Keep your phone number at the top of the screen as they scroll.
- Click-to-Call: Ensure your phone number is a link (
tel:07XXXXXXXX). There is nothing more frustrating than trying to copy-paste a number from a website on a phone.
Step 4: Build Trust with Local Social Proof
Australians are naturally a bit sceptical of ads. We want to know you're a legitimate local business, not a fly-by-night operation. How to add trust:- Show your ABN: Usually in the footer. It proves you’re a registered Australian business.
- Google Reviews: Don’t just say "We are great." Show a screenshot or a widget of a recent 5-star review from a local suburb like Chermside or Indooroopilly. It adds massive credibility.
- Industry Logos: Are you a member of Master Builders Queensland? Are you NDIS registered? Put those logos front and centre.
Step 5: Speed is a Feature (Not an Afterthought)
Google hates slow pages, and so do your customers. If your page takes more than 3 seconds to load, your bounce rate will skyrocket. Quick fixes for speed:- Squish your images: Use a tool like TinyPNG before uploading photos. That 5MB photo from your iPhone will kill your conversion rate.
- Limit Plugins: If you’re using WordPress, deactivate any plugins you don’t strictly need for that page.
- Check your hosting: If you're on a $2/month international server, your Brisbane visitors will feel the lag. Consider Australian-based hosting for faster local speeds.
Step 6: The "No-Brainer" Lead Form
Your contact form is the finish line. Don't make it a hurdle. Rules for forms: Keep it short: Only ask for what you really* need. Name, Email, and Phone is usually plenty. You can get their life story once you're on the phone with them.- Use a clear button: Instead of "Submit" (which sounds like a chore), use "Get My Free Quote" or "Check Availability."
- Privacy reassurance: Add a tiny line of text: "We value your privacy and won't spam you."
Step 7: The Thank You Page & Tracking
This is the part everyone forgets! Once someone fills out your form, don't just show a little "Success" message. Redirect them to a dedicated "Thank You" page. Why this matters:- Tracking: It’s much easier to track a conversion in Google Ads when a user hits a specific URL (e.g.,
yoursite.com.au/thank-you). - Next Steps: Tell them what happens next. "Thanks! One of our Brisbane team members will call you within 2 hours."
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Common Mistakes to Avoid
- Sending traffic to the Homepage: This is the #1 mistake. Homepages are too distracting. Use a dedicated landing page.
- Too many options: Don't have a main navigation menu that lets people click away to your "About Us" or "Blog." On a landing page, they should have two choices: Convert or Leave.
- Bad Grammar: Nothing kills trust faster than typos. Double-check your spelling (and make sure you're using Australian English—'organise' not 'organize'!).
Troubleshooting
"My ads are getting clicks but zero leads!"- Check your form on a mobile device. Does it actually work? Sometimes a plugin update can break your contact form without you knowing.
- Check your price point. If your competitors are prominently displaying a lower price and you aren't, users will bounce.
- This usually means your landing page doesn't mention the keywords you are bidding on. Go back to Step 1 and make sure your headline matches your ad.
- This is often due to "fixed width" elements. Ensure your website builder is set to "Responsive" or "Fluid" layout.
Next Steps
Optimising your landing page isn't a "set and forget" task. Once you have the basics down, you should start A/B testing—try a different headline or a different colour button to see what performs better.If this all feels a bit overwhelming, or you'd rather spend your time running your business than fiddling with website headers, we can help. Our team at Local Marketing Group specialises in high-converting Google Ads strategies for Australian businesses.
Ready to get more leads? Contact us today for a chat about your Google Ads strategy.