Landing page
A landing page is the page someone arrives on, and in advertising it usually means a page built for 1 specific campaign.
An ads landing page carries 1 offer, 1 action and no navigation pulling attention elsewhere.
It should match the ad closely, because a search for "emergency blocked drain" landing on a general plumbing homepage asks the visitor to find their own way.
On mobile the form or the phone number belongs above the fold, since most ad traffic is mobile and most of it doesn't scroll.
Ads landing pages belong on your own domain from day 1 and are usually set to not appear in organic search, since they exist to receive paid clicks.
The same page can be tested properly, which is what makes it worth building separately at all.
What this means for you
Sending ad traffic to a homepage is the most expensive habit in small-business advertising, because you pay full price for the click and then ask the visitor to do the work.
This one sits under Google Ads management.
Related terms
Want to know how this looks on your account?
I'll look at what you've got and tell you where it stands, in the same plain terms.
Get in touch