In advertising, the landing page is the web page reached after someone clicks an advert. Google Ads distinguishes this destination from the advert itself: it is where the visitor arrives and can take the next step. Source: Google Ads: Landing page definition

Continue the same conversation

Imagine an advert inviting people to request a rail holiday quote. Use the landing page to explain that enquiry, the details needed and what happens after submission. Check that its heading and call to action fit the advert’s promise, so the visitor does not have to work out whether they reached the right place.

Walk through the task

Before launching the campaign, follow the advert link on a phone and complete a test enquiry. Record any confusing fields, missing explanations or unexpected destinations. This turns a vague instruction to improve the page into a short list of observable changes the website team can make.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.