Pay per click (PPC) advertising, such as Google Adwords, drives targeted traffic to a website or landing page. What makes PPC advertising unique when compared with organic traffic, for instance, is  that a user is clicking on an advertisement which is focused on conversion.  And that’s what you are paying for.

To get the conversions you are looking for, it’s important to always know your customers. But aside from that, you also need an effective landing page that will either generate leads or convert users into customers.

In order for a PPC campaign to bring results, you need an effective landing page designed with a simple objective.

To start with, your landing page should be clear, simple, and focus on one thing, whether that be filling out a contact form and/or providing a number to call as well as featuring one product or service, for example.

To illustrate this point, imagine a limo service in Seattle decides they want more business.  This is how their landing page would be most effective:

For starters, their domain name would be something like www.limoservicesinseattle.com or a variation of such.  Right from the start they are utilizing keywords right in the domain name.  From here, the landing page will have a phone number to call for limo service as well as some information about the limo service.  There is also the option of having a contact form and whenever someone fills this out, the limo service has a lead to follow up on.

By having a simple page that focuses on only one thing, there is really no chance for potential customers to get distracted.  Instead, they will be focused on the one thing you want them to focus on such as making a call, filling out a form, or making a purchase.

Many marketing companies will create landing pages separate from the client’s website, and this may serve a purpose for larger clients that need a clear and accurate picture of what traffic is brought in by their PPC ads, but for the average small business, Solutions Digital Marketing recommends that we create a landing page within your website. Although this page will still contain all the elements from above, it will also allow the potential customer to learn more about your business, and possibly lead to better conversion, if they realize the company they are contacting can meet other needs and requirements.

Source:  https://www.searchenginejournal.com/paid-search-101-ultimate-beginners-guide-ppc-landing-pages/116072/