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Landing Page Checklist for Google Ads

Check the page your ads send people to against Google's policies, its guidance and our conversion checklist.

  • Free to use
  • Runs in your browser
  • No sign-up

How to use the Landing Page Checklist for Ads

Read what the guide says

This is the Landing Page Checklist for Ads.

Check the page your ads send people to against Google's policies,

its guidance and our conversion checklist.

Open your landing page on your phone,

and add the business name and page address if you want them in the summary.

Or press Try an example to fill in sample details.

Answer each question Yes, No or Not sure. Questions that do not fit your page,

such as form questions when there is no form, have their own answer.

Fix the Google policy items first, then work down the do-these-first list,

and copy or print the checklist for whoever edits your site.

It works from your answers and does not open the page, so it cannot measure speed, see pop-ups or check your tag.

It runs in your browser, so nothing you type is uploaded.

Try it free on this page.

1. The page

Only for the summary you copy or print. We do not open the page.

2. Answer what you know

Yes, No or Not sure. Open the page on your phone while you answer. Google's rules and our own checklist are kept apart, and your answers stay in this browser.

Google's ad policies Google policy

A page that fails these can get the ad disapproved.

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.

Google's landing page guidance Google guidance

Landing page experience in Quality Score, and Google's own tips.

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.

Our conversion checklist Our checklist

Our suggestions for turning clicks into calls, chats and forms. Not Google rules.

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.

Runs in your browser. Nothing is uploaded, and we do not open your page.

Your landing page score appears here

Answer a few questions about your page, or try the example: a dental implants page for a clinic in Pune.

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Embed this tool on your websiteFree. Paste one code; it runs in your visitors' browsers.

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How to embed a free tool on your website

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Here's how to embed it, in about a minute.

Open any of our browser tools, such as the GST Calculator.

Below the tool, find Embed this tool on your website, and open it.

Press Copy code.

The code is a frame with the tool in it, plus a short credit line that links to the tool's page.

In your website's editor, add an HTML block where you want the tool, and paste the code.

In WordPress, that's the Custom HTML block.

If the tool needs more room, change the height in the code.

Publish the page, and the tool works on your site.

Here, it's on a sample page for a made-up sweet shop.

Visitors use it right there. It sets no cookies, and sends nothing they type to us.

The credit line under it links to the tool on DigitalSnot.

You can embed as many of our free browser tools as you like.

About the Landing Page Checklist for Ads

Answer Yes, No or Not sure to 22 questions about the page your ad sends people to. The questions are split by who says so: Google's ad policies, which can get an ad disapproved, Google's landing page guidance behind the landing page experience part of Quality Score, and our own conversion checklist for calls, WhatsApp chats and forms. You get a score from our checklist, the fixes to make first and a summary to copy or print. It runs in your browser and does not open your page.

How it works

  1. Step 1

    Open your landing page on your phone, and add the business name and page address if you want them in the summary.

  2. Step 2

    Answer each question Yes, No or Not sure. Questions that do not fit your page, such as form questions when there is no form, have their own answer.

  3. Step 3

    Fix the Google policy items first, then work down the do-these-first list, and copy or print the checklist for whoever edits your site.

What Google looks at

Google describes landing page experience by the usefulness and relevance of the page, how easy it is to navigate, the number of links and what people expect from the ad they clicked. Its advice is to send people to a page that delivers what they searched for, make it mobile friendly and improve loading speed. Separately, its destination policies disapprove ads whose pages show errors, redirect to another domain, block the content with pop-ups or block Google's crawler.

Google's rules and ours are kept apart

Every question is labelled: a Google policy, Google's guidance with a link to its page, or our checklist. Ours covers the offer above the fold, one main action, short forms, call and WhatsApp buttons, conversion tracking and a thank-you step. These are our suggestions for turning clicks into leads, not Google rules, and they do not change your Quality Score directly.

What this tool cannot do

It works from your answers and does not open the page, so it cannot measure speed, see pop-ups or check your tag. Use our Message-Match Checker, Link Checker and Tag Checker, and PageSpeed Insights, for that. The score is our checklist, not a Google rating; Google's own view is the Landing page exp. column in your Keywords table.

Frequently asked questions

What is landing page experience in Google Ads?

It is one of the three parts of Quality Score, with expected clickthrough rate and ad relevance. Google rates it Above average, Average or Below average, and describes it by how useful and relevant the page is, how easy it is to navigate, the number of links and whether the page meets what the ad led people to expect.

Can a landing page get my ad disapproved?

Yes. Google's destination policies disapprove ads whose page returns errors to its crawler, sits behind a login, is unfinished, redirects to a different domain from the display URL, hides the content behind pop-ups, blocks the back button or blocks Google's AdsBot. Fix those before anything else.

Does my landing page need a privacy policy?

Lead form assets in Google Ads need a privacy policy link. For forms on your own page, Google suggests making clear why you ask for personal information and what you will do with it, and its data policy asks for a secure https page when you collect it. India's DPDP Rules also ask for a clear consent notice; our DPDP Compliance Kit drafts one.

Do pop-ups break Google Ads policy?

Pop-ups or interstitials that get in the way of the content people came for are disapproved under Google's Destination experience policy, and Google counts any window that opens in addition to your page as a pop-up. A small overlay that is easy to close and does not stop people leaving is our suggestion.

Is the score Google's Quality Score?

No. The score is our checklist, weighted by how much each item matters. Google's view of your page is the Landing page exp. column in the Keywords table, under the Quality score columns. Use both: the checklist tells you what to fix, Google's column tells you how your page compares.

Related reading

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