New PPC landing pages for an SEO agency: +100% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsVictorious, an SEO agency, saw its paid-traffic conversion rate rise 100% after new landing pages went live alongside rebuilt ad campaigns.
KlientBoost ran the work and published it as a PDF case study.
This was a before/after comparison of a whole paid-media engagement, not a split test of the page alone.
- Conversion rate: +100%, as reported by KlientBoost. This is the headline figure, but it covers every change made, not just the pages.
- Conversion volume: up more than 150%.
- Cost: down 69%. The PDF labels this as cost per click in one place and cost per acquisition in another, so treat the exact metric with care.
- No sample size, time frame or significance figures were shared.
The change
Illustrative only: a general site page versus a dedicated paid landing page; layouts were not shown in the source.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Victorious sent paid traffic to its existing pages and campaigns. The case study says cost per lead was over $900 and lead quality was poor.
Variant
KlientBoost designed and optimized new landing pages, which Victorious later reused for organic traffic too. At the same time it rebuilt the ads with single keyword ad groups, remarketing, Facebook ads and new image ads.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Tighter ad groups send visitors whose search closely matches the page, which tends to raise conversion rate on its own.
- Dedicated landing pages built for one offer usually convert paid clicks better than general site pages.
- Remarketing brings back people who already know the brand, and they convert at higher rates.
- Because all of this shipped together, we can't say how much of the lift came from the pages.
Caveats: This is an agency-reported before/after of a full paid-media engagement, with ad, keyword, targeting and landing page changes bundled together. No sample size, dates or significance were shared.
Who ran it
KlientBoost ran this test for SEO agency and published the results (KlientBoost case study (PDF)). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on KlientBoost →
How to run this test on your site
- Hypothesis
- If we send paid search clicks to a dedicated landing page that matches the ad's keyword and offer, then lead conversion rate will rise because visitors find what they searched for right away.
- Primary metric
- Lead form conversion rate from paid traffic
- Guardrails
- Cost per lead
- Lead quality (share of qualified leads)
- Bounce rate
- Who should test it
- Service businesses and agencies that send paid clicks to their homepage or general service pages. If you already run keyword-matched landing pages, expect a much smaller gain. To learn what the page itself does, split test it against the old page while keeping the ads fixed.
Questions
Do dedicated PPC landing pages convert better than a homepage?
Often, yes. A page built around one offer and one action gives paid visitors less to wade through.
This case can't prove the page alone did it, because the ads changed too.
What are single keyword ad groups?
Ad groups built around one keyword each, so the ad and landing page can match that exact search. They often raise click-through and conversion rates.
How do I measure a landing page's effect separately from ad changes?
Keep the ads and targeting fixed and split traffic between the old and new pages.
Only then can you credit the page with the difference.
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