For most PPC campaigns, your traffic should go to a dedicated landing page, not the homepage, because a focused page that matches the ad usually converts more visitors into calls and form leads.
A homepage has a hard job: it speaks to every audience, every service, and every stage of the buying journey. Paid clicks are different. Someone searched (or clicked) with a specific intent, so the fastest path is one page that answers that intent in seconds, then asks for one action. This is why we typically build a PPC landing page per service and sometimes per city or offer, especially for Orlando-area lead gen where people compare 3 to 5 businesses quickly.
Homepage vs. dedicated landing page
| Where the click goes | When it’s the better choice | What you gain | What can go wrong |
|---|---|---|---|
| Dedicated landing page | Single service, single offer, high-intent searches (example: “emergency dentist Orlando” or “termite treatment near me”) | Cleaner message match, fewer distractions, higher lead rate, easier testing | If it feels “thin” or hard to trust, some users bounce, so it needs real proof and business details |
| Homepage | Brand-first campaigns, broad discovery, multi-service businesses where users must browse (example: a large law firm with many practice areas) | More trust signals and navigation for research | Too many choices, mixed messaging, higher chance the visitor wanders and leaves without contacting you |
| Service page (on your main site) | You already have a strong service page built to convert and it matches one ad group tightly | Trust plus relevance, can work well for local service intent | If it’s long, cluttered, or slow, paid traffic gets expensive fast |
If you’re investing in Google Ads, our PPC management work is built around that message match: the keyword, ad copy, and landing page should all talk about the same service, in the same language, with the same next step.
What a paid-traffic landing page needs to do
We keep it simple and conversion-focused:
- One clear offer above the fold (service, city, and what happens next).
- One primary action (call or form). Secondary links stay minimal.
- Trust fast: reviews, credentials, photos of your team or work, and a real local address if you have one.
- Local clarity: service area callouts like Orlando, Winter Park, Lake Nona, Kissimmee, or the exact zip codes you cover.
- Mobile-first contact: click-to-call button, short form, and business hours if calls matter.
- Speed: if the page drags, paid clicks get wasted quickly.
Paid platforms also look at relevance and page experience as part of how ads compete in the auction, so sending clicks to a page that closely fits the ad is not only about conversions, it can also help costs and placement.
Most Orlando service businesses do best with a dedicated landing page for each high-value service (and sometimes each offer), then we connect that page to a fast, trustworthy site build through our web design work so visitors who want extra proof can still find it without getting lost.
When we would send PPC traffic to the homepage
We’ll use the homepage when your campaign goal is broad and brand-led (example: recruiting, awareness, or a multi-location brand story), or when your site is already built like a conversion machine and your homepage is basically a “choose your service” router with obvious next steps.
If you want a quick sanity check on the difference between these page types, our FAQ on website vs. webpage vs. landing page breaks down how each one is meant to work.
One last practical rule: if the ad talks about one service, your click should land on a page that talks about that same service first, then backs it up with proof and an easy contact path. That alignment is where paid traffic starts paying you back.
If you’re planning your campaigns and offers, our FAQ on search intent types can help you map “ready to call” searches to the right landing page format.
