08/06/2026
Something a lot of business owners aren't aware of with Google Ads is that the page you send the ad to affects what you pay for the click, not just whether that person turns into a customer. Google factors in the quality of your ad and your landing page when it decides where your ad shows and what it charges you. Google even says this themselves, that you can win a higher position at a lower price by using more relevant keywords and ads.
Where this usually goes wrong is when every ad points at the home page. Someone searches for one specific service, clicks, and lands on a page that covers everything the business does, so now they have to go find what they came for. A lot of them just leave, and you paid for that click either way.
If you're running ads, send each one to a page that's actually about the service in that ad, and make sure it loads fast on a phone. Changing where the ad points doesn't cost anything, and it usually helps both the price and how many people stick around.