Paid Ads Test: Match landing page with ad messaging/creative

Use your landing page to expand upon the information already provided in your ads. Incorporate similar graphics/styling in order to maintain consistency of tone and feel between your ad and landing page.

When a user clicks an ad and the landing page headline matches the ad headline, they have a sense of reassurance that they are in the right place. This reassurance can improve ad performance and overall conversion rate.

Another reason to make sure your ads and landing pages match up is this affects your quality score. Google defines quality score as an estimate of the quality of your ads, keywords, and landing page. The higher-quality ads usually lead to lower cost per click and higher ad positions.