Burroughs Digital provides landing page optimization services — the discipline that determines what happens after the click you paid for. Every PPC dollar buys a visit; the landing page decides whether that visit becomes a lead or a statistic. And the leverage is enormous: doubling a landing page’s conversion rate halves your cost per lead across the entire campaign feeding it, without changing a single bid. It is very often the cheapest performance gain available in a paid account — which is why it’s a core discipline of our PPC practice rather than an afterthought.
Why Campaign Traffic Deserves Its Own Pages
Message match. Someone who clicked an ad promising “Same-Day Water Heater Replacement” should land on a page about exactly that — not a homepage where they hunt through your navigation. Every step between their intent and your form leaks conversions, and homepages are built to serve everyone, which is precisely why they convert no one efficiently.
One page, one job. A landing page has a single conversion goal and removes everything that competes with it. Focus is measurable: dedicated pages consistently outconvert general pages for paid traffic.
Quality Score economics. Google Ads scores landing page relevance and experience, and that score is a direct input to what you pay per click. Better pages literally lower your rates — the discount Google Ads accounts earn for doing this right.
What Our Landing Page Optimization Includes
Conversion-focused page builds. Dedicated pages for campaigns, offers, and services, structured on what conversion evidence supports: headline that mirrors the ad, proof early (reviews, credentials, results), a form that asks only what’s necessary, click-to-call prominent for mobile, and speed treated as a feature. Built by the same web design team that does everything else here — one system, brand-true to the pixel.
Message-match audits across your account. Every ad group mapped to its destination, mismatches flagged, and the page inventory rationalized — most accounts need fewer, sharper pages than they have.
Testing with statistical honesty. Headlines, offers, forms, layouts — tested where traffic volume can produce real answers, and not tested where it can’t. Small accounts get sequenced improvements based on conversion evidence instead of underpowered A/B theater; large ones get proper split testing. Calling this distinction honestly is what data-driven means.
Form and call tracking built in. Every page instrumented — form submissions, calls, scroll and interaction behavior — so pages are judged on leads produced, not opinions held. Standard process, applied to pages.
Speed and mobile rigor. Paid traffic is majority-mobile in most local verticals, and every second of load time taxes conversion. Pages ship fast and stay fast, per our site speed standards.
This service is the bridge between our paid media and web design practices, and it extends naturally into full-site conversion rate optimization when the wins outgrow campaign pages. If your current campaigns feel expensive, the PPC audit will show whether the leak is in the campaigns, the pages, or both — it’s usually both, and the pages are usually cheaper to fix. Pricing on the pricing page.
Landing Page Optimization — Frequently Asked Questions
For paid traffic, yes — service pages serve many audiences and goals; campaign pages serve one click’s intent. The conversion gap between the two is the most consistently reproducible result in paid media.
One per distinct offer or intent theme, not one per keyword — most local campaigns run well on 3–8 sharp pages. The message-match audit defines your specific set.
Wildly variable by industry and intent — many local service pages convert 8–20% of paid traffic, with emergency services higher. The honest benchmark is your own baseline, improved: that’s what we measure against.
Usually, yes — existing pages get the audit, instrumentation, and sequenced improvements before anything gets rebuilt. Rebuilds happen when the data says the foundation is the ceiling.