Off-Market Google Ads Tip - Bad Google Ad Landing Page Experience - pt 1

[Yogev Lifchin]

This is a landing page I came across in the Boston, MA market. I’m not sharing it to criticize the site owner, but rather to highlight how small mistakes can cost you money when advertising on Google. (I actually hope the owner of this page sees this and considers making the changes I’m about to suggest.)

This page violates a cardinal sin known as “The form beneath the fold.” This was a problem 10 years ago, and it’s even more critical today in our hyper-fast-paced world with ADHD-inspired scrolling. When a visitor lands on a page, they decide whether to stay or leave within seconds. Even if they give the landing page a few moments, if WE MAKE IT HARD for them to engage with the page, they will EASILY give up and leave.

So, how can we make their experience seamless? The most basic step is to ensure that our form is in a highly visible, easy-to-access location where visitors can simply fill in their name, email, phone number, and property address.

It’s honestly ridiculous that the BBB accreditation is ABOVE the form where the lead should input their details for your acquisition agent to contact them! This alone can dramatically reduce the page’s conversion rate.

To make matters worse, the same issue persists on mobile devices.

Conclusion: Don’t make it difficult for your visitors to leave their contact information. They’re likely filling out multiple forms like this, and if yours is cumbersome, they’ll move on. Make it easy for them to provide their details.

Anything less will waste the hard-earned money you’ve spent—even if you’ve selected the best keywords, written the perfect ad copy, and utilized every cost-efficient Google feature.

In the world of Google traffic, a first impression can often be the last impression.

And I’d like to ask you:

Have you seen pages like this from your competitors before?