← Glossary
What is landing page experience?
Landing page experience is Google's assessment of how relevant and usable the page behind your ad is — and it feeds into Quality Score.
The main test is whether the page delivers what the ad promised. An ad for emergency plumbing that lands on a generic homepage fails it, however good the homepage is.
Speed and mobile usability count too, since most clicks arrive on a phone. A page that takes several seconds to load loses people before it can convert them, and Google notices.
This is the component advertisers most often ignore, because it lives outside the ad account. It's also the one where fixing it improves both cost per click and conversion rate at once.