Landing page

The web page where customers end up after they click your ad. This page is usually the same as your ad's Destination URL.

  • For each ad, you specify a Destination URL to determine where people are taken when they click your ad. Unless your web page uses a redirect for tracking purposes, your landing page and Destination URL will be the same web page.
  • Google's policy is that your landing page and Display URL (the web page shown in your ad) must be within the same website, meaning that they share the same domain.
  • Your landing page experience is one of several factors that helps determine a keyword's Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, how many links are on the page and more.

See the URL policies
Understanding landing page experience
How to edit your URLs