Search landing-page relevance

A paid search click carries a question. The landing page should answer it, confirm the advertised offer and make the next step clear. Relevance runs from query to ad to page, not from a keyword repeated in a heading.

Start with intent

Treat relevance as a check across the search term, ad and landing page: ask whether the page is clearly connected to the search and the advertised service. A keyword repeated in a heading alone does not establish relevance.

Google describes Quality Score as a comparison. A higher score means the ad and landing page are more relevant and useful to someone searching for the keyword than other advertisers.

Review the whole path

Open the live page on a phone as well as a desktop. Check load, prominent heading, availability, price and form.

For advice on mismatches between an ad and its advertised price, see our related article. The ACCC says it can investigate if a business breaks rules about displaying prices.

Measure qualified outcomes by query group and page, not just page views. If people click but abandon before the action, inspect whether the page remains relevant and current before changing bids. Recheck the path after product updates; a once-relevant page can become outdated without a broken link.

Query-to-action relevance path

Landing-page review checklist