Keyword theme
utm_campaign = invoice-automation
Someone searching for invoice automation lands on a headline about invoices, a customer story from an AP team, and a demo form that asks how many invoices they process.
Landing pages for Google Ads
One landing page that matches every Google Ads ad group.
Your search ads are written for one keyword theme at a time. We change the headline, proof, form, and CTA on the page you already have to match the campaign, ad group, or keyword someone clicked.
Keep your page builder, your domain, and your conversion tracking.
See pricing for your team size, or start a trial with your own invoices.
Straight to the next step
Start your trial
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Illustrative example. Visitors who don’t match a rule see your original page.
Key takeaways
- One landing page can match every Google Ads campaign, ad group, or keyword, as long as that value reaches the page in its URL.
- Put the values your page needs in the final URL or final URL suffix. Google sends people straight to the final URL and runs your tracking template in the background.
- Google’s {keyword} parameter returns the keyword from your account, not the exact search, and it’s blank when ads match without keywords, as in Performance Max.
- Anyone without a matching value sees your original page, so a missing parameter can’t break it.
Your ad groups are specific. Your landing page isn’t.
You split campaigns by intent for a reason. Someone searching “invoice automation” wants to hear about invoices. Someone searching for a Bill.com alternative wants to know why they’d switch.
But a page for every ad group means another copy of the form, the pricing line, and the testimonials to keep in sync. So most ad groups point at the same page, and the visitor has to work out for themselves whether they’re in the right place.
“One simple tweak doubled our conversions without creating any new pages.”
Adil K.Senior Media Planner
How it works
How matching works with Google Ads.
We read the values in your landing page URL and show the version you wrote for that audience. With Google Ads, those values come from the UTM and ValueTrack parameters on your ads.
- 01
Add the values to your URLs
Put static UTMs like utm_campaign in the final URL suffix, which you can set on the account, campaign, ad group, ad, or keyword. ValueTrack parameters like {keyword} or {campaignid} fill in a value for you, and Google says they can go in the final URL too.
- 02
Skip the tracking template for this
Google uses parallel tracking. It sends people straight to your final URL while click measurement runs in the background, so a value that only lives in the tracking template never reaches your page.
- 03
Create an audience for each value
In RightMessage, add an audience from a link, pick utm_campaign or type another parameter like utm_term, and enter the value. Then change what that audience sees.
Final URL suffix
utm_source=google&utm_medium=cpc&utm_campaign=invoice-automationWhat your landing page gets
https://ledgerly.com/demo?utm_source=google&utm_medium=cpc&utm_campaign=invoice-automationSource: Google Ads Help: Set up tracking with ValueTrack parameters · Google Ads Help: Add a Final URL suffix
Three ways to match a Google Ads click.
Competitor campaign
utm_campaign = competitor
Someone comparing you with a competitor sees switching proof, a migration promise, and a form that asks which tool they use today.
Brand search
utm_campaign = brand
Someone who searched for your name already knows you. Skip the introduction and lead with pricing, a trial, or a walkthrough.
Illustrative examples. You write every version.
Measure it
Find out whether the matched page converts better.
On Scale, a campaign holdback keeps a share of each campaign’s visitors on your original page. Compare the conversion goal you care about for visitors from the same campaign.
On Pro, you can also A/B test versions inside each audience. We check results every week and tell you in plain English when a version wins. On smaller campaigns that can take months.
See how A/B testing worksReady to get more from the Google Ads clicks you’re already paying for?
Start with the ad group that loses the most between the ad and the page. Match it first, and compare it with the original.
Want us to build it? See the done-for-you PPC landing page setup.
Common questions
Google Ads landing page questions.
Do I need a separate landing page for every Google Ads ad group?+
No. Ad groups that sell the same offer can share one page, with a matched version for each. Keep separate pages when ad groups need a different product, layout, or conversion path, and personalize each of those too.
Where should the parameters go in Google Ads?+
In the final URL or the final URL suffix. Google runs parallel tracking, which sends people straight to your final URL while your tracking template loads in the background, so values that only live in the tracking template don’t reach the page.
Can I match the page to what someone searched?+
Partly. Google’s {keyword} parameter returns the keyword from your account that matched the search, not the exact search. It’s blank when ads match without keywords, such as AI Max for Search, Dynamic Search Ads, and Performance Max. In those campaigns, match on the campaign or ad group instead.
Does RightMessage connect to my Google Ads account?+
Not yet. A Google Ads connection is in the works. Today we read the values in the landing page URL and match them to the audience rules you set up. We don’t read your ad account or guess which ad someone clicked. If you also run Meta ads, our Meta Ads connection is in private beta, so get in touch and we’ll add you.
Can I see which ads bring in revenue, not just clicks?+
If you take payments through Stripe, yes. Connect Stripe with a read-only key, and RightMessage puts revenue next to your segments, traffic sources and campaigns. For a matched page, you see revenue per visitor for people who saw it and for people held back. Buyers are matched by the email RightMessage recognized on your site, so people it never recognized don’t count. It shows what happened. It doesn’t prove the page caused the sale. Revenue by segment works on every plan. Revenue per visitor for a matched page needs campaigns, on Scale or Pro.
Can my team hear when an ad lead comes back?+
Yes, once they’re a known contact. Lead alerts email your team when an identified visitor’s visit matches a rule you write in plain language, like “non-customers evaluating pricing”. The email goes out within about half an hour of the visit ending. Lead alerts are an add-on on every plan, and Pro includes 1,000 alerted leads a month. Anonymous visitors stay anonymous.
What happens if someone arrives without a parameter?+
They see the original page you already have. A missing value, or one you haven’t set up a rule for, won’t leave anyone looking at a half-finished version.
Which plan do I need?+
Website personalization campaigns, conversion goals, and the holdback that compares the matched page with your original start on Scale: $249/mo, or $199/mo billed annually. Pro adds A/B tests of versions inside each audience: $499/mo, or $399/mo billed annually. Every plan is priced per project, with no per-visitor fees.