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Landing page experience

Landing page experience is Google Ads' estimate of how relevant and useful the page behind an ad will be to people who click it, rated for each keyword.

How it works

Google compares the page behind a keyword’s ad with those of other advertisers whose ads showed for exactly the same search over the last 90 days. It rates the page above average, average or below average. The status is one of the three parts of Quality Score, next to expected clickthrough rate and ad relevance, and is reported only for keywords.

Google’s advice: the page should show what the person searched for, keep the ad’s promise, work on mobile and load fast. Google suggests judging the page by its conversion rate, though conversions don’t change the status. Our guide to site speed for online stores shows which speed problems cost sales from ads.

Where you see it

  • Google Ads, Keywords table: the “Landing Page Exp.” column in the Quality score section; “Landing Page Exper. (hist.)” for the reporting period.

Example

Example store, not client data.

The tableware shop’s keyword “white dinner plates” sends clicks to the home page, and its Landing Page Exp. is “Below average”. Last month the keyword brought 400 clicks and 6 orders, a conversion rate of 6 ÷ 400 = 1.5%, against 3.75% for the whole shop. The status compares the page with other advertisers’ pages; the conversion rate counts the shop’s own orders.

Not to be confused with

  • Core Web Vitals — three metrics of loading speed, responsiveness and layout stability from real Chrome visits. Speed is one of Google’s tips, but the status is not a Core Web Vitals score.

Right and wrong readings

  • Wrong: “The status decides where the ad shows.” Right: Google calls Quality Score a diagnostic, not an input in the auction. At each search, the auction weighs ad and landing page quality through Ad Rank.
  • Wrong: “Performance Max shows no landing page status, so its pages don’t matter.” Right: landing page quality still counts in Ad Rank, and Ad Rank picks between Performance Max and Search campaigns when a search is not identical to an eligible Search keyword.

Sources