Do I need a landing page, or can I just send people to my homepage?

Short answer? You can send traffic to your homepage.

But should you? Not if you want results.

Let me explain.

Your homepage isn’t built for ads

Most homepages are like a welcome mat. They’re designed to give a broad overview of your business, who you are, what you do and maybe a few featured services.

That’s fine for someone casually browsing. But if someone’s just clicked your ad and is ready to take action, they don’t want to dig around to find what they came for.

They want:

• A clear message

• A single offer

• One call to action

And your homepage usually has… five menus, three CTAs and a newsletter pop-up. Not ideal.

Landing pages are focused

A landing page is built with one goal in mind, usually to get a lead, booking or sale.

No distractions. No fluff. Just the thing they searched for, laid out clearly, with a strong call to action.

For example:

If someone searches “live-in care in London”, send them to a page about… live-in care in London. Not your homepage.

It sounds obvious, but loads of people get this wrong and end up paying for clicks that never convert.

Better relevance = better results

Sending people to a relevant landing page helps your campaign in three big ways:

1. Better conversion rate – People are more likely to take action when the page matches their search

2. Better Quality Score – Google rewards relevance with lower costs per click

3. Better data – It’s easier to test and optimise when each ad has its own page

It’s not about being fancy, it’s about being focused.

Final thought

You wouldn’t run a radio ad and tell people to “visit our website” without giving them a reason.

Google Ads is no different.

If you want better results from your budget, send people somewhere that actually answers their question and encourages them to take the next step.

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