Deciding where to send your traffic is one of the first big decisions you must make when setting up your Google Ad campaign.
Should you send them to your main website or should you create dedicated landing pages for your Google Ad campaign?
Most would say the easy answer here is to just set up dedicated landing pages. In most cases, that is the best situation because typically the main website isn't set up in a way to maximize conversion rates.
There's a lot of noise and distraction on your average business website. There can be a million links jammed into the navigation or the checkout process or optin form isn't optimized for conversions.
Whatever the problem, the business owner is unlikely to redesign the whole website just for a Google Ad campaign since creating a new website is a bigger project. Therefore, dedicated landing pages for the campaign is the next best option.
Ideally, you'd want the main website to be just as high converting as any landing page would be. This is because a customer's journey isn't always linear, meaning they don't always buy on first visit.
If they come back to your main website days later, it's best if they can easily find the high converting version of your product's sale pitch.
This isn't the case if your main website converts very poorly and you're sending your Google Ad traffic to a dedicated landing page that's optimized for conversions. In this scenario, when they come back to your website days later, they're not likely to find that high converting landing page they originally landed on.
If you can't afford to redo your main website to optimize it for conversions, then creating dedicated landing pages for your Google Ad campaign CAN be an effective fill gap but you'll want to redo your main website eventually because you'd be leaving money on the table otherwise.
There are some situations where creating a dedicated landing page for a certain ad group makes sense but for the most part, I think it's best if your main website was high converting and you sent most of your Google Ad traffic to it.