Landing Page Experience
Landing page experience is the platform's assessment of how relevant, useful, and easy to navigate your page is for people who click the ad. It weighs relevance to the query, transparency, load speed, mobile friendliness, and original content, and it feeds directly into quality score and ad rank.
Why It Matters
A strong ad pointed at a weak page wastes clicks and money. Because landing page experience influences quality score, a better page can lower your cost per click and improve ad position, making it one of the highest-leverage fixes in paid search.
Common Mistake
Sending every ad to the homepage. Generic destinations force visitors to hunt for what the ad promised, hurting relevance and conversions. Match each ad to a focused page whose content and call to action mirror the search intent.