ScrollingEndeavour Smiles Group
Dental · Endeavour Hills, VIC
One practice covering check-ups, kids, cosmetic work, implants and orthodontics, so the page has to route 5 different patients without making any of them read the other 4.
Google Ads Landing Pages
Your ads are only as good as the page they land on.
Most agencies manage the campaign and point the clicks at your homepage. We build the destination as part of the job. Below is the structure we use, why each part of it is there, and 12 pages built with it.
Work directly with Chris and the team
Meet the team →The homepage is where ad budgets go to die.
A homepage has to do a dozen jobs at once. It serves existing customers looking for a phone number, people checking you are real, someone after a completely different service, and the buyer who just clicked your ad. It is a compromise by design.
A landing page has 1 job. Somebody typed a specific thing into Google, you paid for that click, and the page answers that exact thing. Nothing else on it competes for attention.
The gap between those 2 things is not small, and it shows up in the account rather than in a theory.
Pro Roof and Gutter, Search campaigns, 30 days to 17 July 2026
43.88%
conversion rate on the Roof Replacement campaign, at $42.66 per tracked conversion
40.81 conversions from $1,740.83 in spend.
20.00%
conversion rate on the Gutter Replacement campaign, at $65.80 per tracked conversion
27 conversions from $1,776.63 in spend.
2
dedicated landing pages, 1 per service, instead of 1 shared homepage
Plus a full website rebuild underneath them.
Tracked conversions here are phone calls, form submissions and phone-link clicks. A phone-link click is an intent signal rather than a confirmed conversation, so we report them as tracked conversions, not sales. The full breakdown, including why Performance Max is reported separately, is on the Google Ads page.
The most recent build
A Melbourne roofing client, top to bottom.
Same structure as the Pro Roof pages, rebuilt for a different city and a different roofing offer. Video testimonials from real customers, a free 33-point inspection with a dollar value on it, a 4-tier guarantee, and a form that is visible before the visitor scrolls.
This one is new, so there are no performance figures to show yet. It is here as an example of the structure, not as a results claim. The numbers above belong to Pro Roof.
Shown unbranded. The logo is blurred, the phone number and ABN are replaced, the customer video testimonials are blurred and every review attribution has been genericised.
Scroll the full page
The 9 parts, and why each one is there.
This is not a template. It is the same set of decisions applied to a different business each time, which is why the pages below look nothing like each other.
01
One search, one page
Someone searching for a roof replacement gets a page about roof replacement. Someone searching for gutters gets a page about gutters. The headline repeats the words they typed, because the visitor's first job on arrival is to decide in about a second whether they are in the right place.
02
The form is above the fold, on the right
Paid traffic has no patience and no loyalty. The visitor did not come to browse, they came to price a job. The form sits in the first screen so a ready buyer never has to scroll to act, and everything below it exists for the ones who are not ready yet.
03
A specific offer, with a number on it
"Contact us" is not an offer. A free 33-point inspection valued at $250 is an offer. Putting a dollar figure on something free makes it a thing the visitor is receiving rather than a thing they are giving up their phone number for.
04
Risk reversal early, not buried
$0 upfront, no obligation, pay when you are happy. Whatever the honest version is for that business, it goes near the form rather than in the footer, because the objection it answers is the one stopping the click.
05
Proof the visitor can check
Video testimonials, star ratings with a real review count, before and after photos of actual jobs. Stock photography and unattributed praise do the opposite of what they are meant to do: a visitor who senses one fake thing stops believing the rest of the page.
06
Name the thing they are afraid of
Every trade has a horror story: the cheap quote that blistered in 2 years, the deposit paid to someone who never came back. Saying it out loud, then showing how the process prevents it, converts better than another list of services.
07
The process, in steps
People do not buy what they cannot picture. Laying out what happens between the enquiry and the finished job removes the vagueness that makes someone close the tab and think about it later, which is the same thing as never.
08
Repeated calls to action, in the reader's rhythm
The page asks after the proof, after the process, after the guarantee and at the end, because different readers are convinced at different points. A single CTA at the bottom only catches the ones who read everything.
09
Tracking wired before a dollar is spent
Form submissions, phone calls and phone-link clicks, through Google Tag Manager into GA4 and back into Google Ads with Enhanced Conversions. Without it, Smart Bidding optimises on guesswork, and the campaign is being taught the wrong lesson every day it runs.
11 builds
Same framework. Nothing that looks the same.
Dental, veterinary, finance broking, kitchen renovations, landscaping, paediatric care, real estate, naturopathy, event hire, wedding videography and diesel mechanics. Hover a page to scroll it.
Scrolling
ScrollingThe Calm Pet Vet
Mobile veterinary · Adelaide and Melbourne
A Fear Free mobile vet whose whole proposition is the appointment not being traumatic, so the page had to feel calm rather than shout.
ScrollingBrokerage & Co
Finance broking · Adelaide
Home loans and equipment finance for self-employed tradies, written for someone who has already been knocked back once by a bank that did not understand ABN income.
ScrollingKitchen Envy
Kitchen renovations · Sydney
A high-consideration purchase where the buyer is comparing showrooms, so the page leads with the factory, the process and the warranty rather than a gallery.
ScrollingYardner
See it live →Landscaping and garden design · Adelaide
Design-led landscaping sold on the promise of low maintenance, backed with completed-project numbers instead of adjectives.
ScrollingReMed Kids Clinic
Paediatric naturopathy · Bundoora, VIC
A clinical, evidence-led page for parents deep into researching PANS, PANDAS and ADHD, where overclaiming would destroy trust instantly.
ScrollingHomebound Real Estate
Real estate · Melbourne's western suburbs
A single-purpose appraisal page: one question the seller already has in their head, and one form that answers it.
ScrollingThe Gut Guy
Naturopathy · Melbourne
Complex gut symptoms and a long research phase, so the page sells a defined pathway and a free screening call rather than a treatment.
ScrollingShakin Entertainment
See it live →DJ and event hire · Adelaide
Weddings, corporate and 21sts all buy differently, so each event type gets its own path instead of one generic enquiry form.
ScrollingJLM Studios
See it live →Wedding videography · Adelaide
An emotional purchase judged almost entirely on the work, so the page puts films in front of the visitor before it asks for anything.
ScrollingTrusted Mechanical
Diesel performance and mechanical · Adelaide
A specialist workshop that was being read as a general mechanic, rebuilt so the diesel tuning work leads and the servicing sits behind it.
Pages without a live link are running lead-capture destinations for active campaigns. We do not link to them from here, because visitors arriving from our website would land in that client's enquiry inbox and their Google Ads conversion data.
It comes with the campaign.
We do not sell landing pages separately, and we do not charge a percentage of your ad spend. Google Ads management starts at $800+GST per month, the landing pages that campaign needs are part of that work, and it is month to month.
That arrangement only makes sense because the page and the account are the same job. An agency that builds the page and hands it over has no reason to care whether it converts. We are the ones who have to live with the cost per lead.
What that includes
- ✓The page itself, written and built for the campaign
- ✓Conversion tracking through GTM and GA4, with Enhanced Conversions
- ✓Call tracking, so phone leads are counted rather than assumed
- ✓Mobile-first build, because that is where the paid clicks arrive
- ✓noindex plus AdsBot access, so it never competes with your own site
- ✓Changes as the search terms report teaches us what people actually want
Google Ads landing pages, answered
Do I need a landing page for Google Ads, or is my homepage enough?
A homepage has to serve everyone: existing customers, job applicants, people looking for your phone number, and buyers for every service you offer. A landing page serves one visitor with one intent. That difference is why we build the destination as part of the campaign rather than pointing paid clicks at a page that was designed for a different job.
What is landing page experience in Google Ads?
Landing page experience is 1 of the 3 components of Quality Score, alongside expected click-through rate and ad relevance. Google assesses how relevant and useful the page is to someone who clicked that particular ad: whether it delivers what the ad promised, whether it is easy to navigate, how fast it loads and how it behaves on a phone. A better landing page experience means you can win the same auction position for less, so the page is not only a conversion lever, it is a cost lever.
How do I improve landing page experience in Google Ads?
Match the page to the ad and the keyword so the headline repeats the search. Cut anything that is not helping this visitor decide. Get the page fast, especially on mobile, since most paid clicks in local service categories arrive on a phone. Make the next step obvious and available without scrolling. Then split tightly: the more specific your ad groups, the easier it is for each page to be genuinely relevant.
How do I change the landing page on a Google Ads campaign?
The landing page is the Final URL, and it is set at ad level, so you edit the ad rather than the campaign. You can also set Final URLs at keyword level, which overrides the ad. Changing a Final URL resets the ad's performance history in most cases, so it is worth getting the destination right before scaling spend rather than swapping pages under a campaign that is already learning.
Should a Google Ads landing page be indexed by Google?
Usually not. Paid traffic does not need the page indexed, and an indexed ad landing page can end up competing in organic search with the client's own website, which splits the signals between 2 pages targeting the same thing. We set ad landing pages to noindex while explicitly allowing AdsBot to crawl them, so Quality Score and landing page experience are unaffected.
How many landing pages do I need?
One per service that a customer would search for differently. A roofer selling roof replacement and gutter replacement needs 2, because those are 2 different searches with 2 different price points and 2 different anxieties. Splitting further than your ad groups is wasted effort, and splitting less than your ad groups means at least one page is having to hedge.
Do I own the landing page if I stop working with you?
Yes. There are no lock-in contracts and nothing is held hostage. If the page sits on our hosting we will move it to yours, and if it was built into your existing website it was always yours.
Want to see where your clicks are currently landing?
We will look at your account, your search terms and the page your ads point at, and tell you what is costing you leads. No charge, no lock-in.