The page opens without errors on a phone and a computer, with no login and nothing "under construction"

Google disapproves ads whose page returns errors such as 404 to its crawler, sits behind a login or only says "Coming soon".

The page is on the same domain as the display URL in your ad, with no redirect to another domain

Destination mismatch. Since July 2026 a redirect to another domain needs Google's approval first.

No pop-up or overlay hides the content, and the back button works

Destination experience: pop-ups that get in the way and pages that block the back button are disapproved.

Your robots.txt, firewall or security plugin does not block Google's AdsBot, and the page opens in every place you target

Destination not accessible: pages blocked to AdsBot, or in the targeted location, are disapproved.

Any form that asks for a name, phone number or email is on an https:// page

Google's data collection policy: use a secure (SSL) server when collecting personal information.

Prices show the full cost, or say clearly what is extra, such as GST, fees or monthly charges

Dishonest pricing practices: hiding taxes, fees, recurring costs or shipping is not allowed.

The page makes no claims you cannot prove, such as "guaranteed results" or "100% cure"

Unreliable claims: promising improbable results as likely is not allowed.

The page gives people what the ad and keyword promise: the same service and the same offer

Landing page experience includes "the expectations users have based on the ad they clicked".

The page has your own useful information about the product or service, not just a form

Google suggests original information and clear descriptions of what you offer.

People find what they came for without hunting: key details near the top and few distracting links

Google looks at ease of navigation and the number of links on the page.

The page is easy to read and use on a phone

Google's landing page advice: make the page mobile friendly.

The page loads quickly on mobile, and you have checked it in PageSpeed Insights

Google lists improving loading speed for landing page experience.

The page says clearly what your business does and how to reach you: phone, address and an about section

Google: make it easy for people to reach you, and share information about your business openly.

Near the form you say why you ask for details and what you do with them, with a link to your privacy policy

Google suggests this to build trust, and lead form assets need a privacy policy link.

Real reviews, testimonials, photos of your work or third-party verifications are on the page

Google says testimonials and third-party verifications build more trust. Never invent reviews.

In Google Ads, Landing page exp. shows "Average" or "Above average" for your main keywords

Keywords › columns › Quality score › Landing page exp. New keywords may show no rating yet.

Your offer and price, or a price range, show without scrolling on a phone

Our checklist. Google also suggests key details near the top of the page.

One clear main action that matches the ad, such as "Book a free trial" or "Call now"

Our checklist: one main button, repeated down the page.

The form asks only what you need to reply: a name, a phone number and one or two questions

Our checklist: every extra field is one more reason to leave.

On a phone, a tap-to-call button and a WhatsApp button open straight away

Our checklist: use a tel: link and a wa.me link with a ready first message.

The Google tag is on the page and counts each call, chat or form as a conversion

Our checklist. Without it, Google Ads cannot see which clicks became leads.

After the form, people see a thank-you page or message that says what happens next

Our checklist: it reassures the visitor and gives you a page to count conversions on.