Since you should be having your ad groups set up based on themes, it makes sense to have a dedicated landing page for each ad group using that theme in the landing pages headline and throughout the copy.

So for example, let’s say you’re a flooring company and you offer carpet, hardwood, laminate, etc. You’d want each of these themes broken up into separate ad groups or campaigns and you should have separate landing pages for each. 

Then you can have a more general landing page that shows all the flooring options when they search more general terms like “flooring company near me”. Since they don’t specify carpet, hardwood or laminate, you’d want the landing page to be more general and show all of your flooring options.

So should this landing page be a squeeze page, with navigation stripped out, or should it be a page on your main website?

I wrote about having dedicated landing pages for your Google Ad Campaign before here and as I explained in that post, sometimes sending Google Ads traffic to your main website can convert better than a squeeze page.

I think there’s a lot of confusion around this and most people think of a landing page as being the squeeze page type of landing page. 

A landing page is simply the page you send the traffic. It’s the page they land on first, which is why it’s called the landing page. 

This page can be part of your main website where the visitor can use the navigation to go anywhere on the website or it can be one of those landing pages that has the navigation stripped out making it essentially a squeeze page.

Squeeze pages can convert better but you should test both having the navigation stripped out vs sending them to a landing page you created on your website with the navigation. You may be surprised by the results!