Why We Built a Landing Page Before Launching Google Ads

When this aesthetic and laser specialist clinic first approached us, their goal was straightforward: they wanted to run Google Ads to attract more enquiries and increase visibility for their services. 

At first glance, it seemed like a fairly standard request. But before setting up campaigns, our team always takes time to review what we would be sending traffic to. 

In this case, that meant taking a closer look at the clinic's existing website. 

And that review changed our approach completely. 

What We Found During Our Website Review 

The website itself contained plenty of information about the clinic's treatments and services. While that may be helpful for potential patients, it also raised some concerns from a Google Ads perspective. 

Many of the pages contained treatment-related terms and healthcare content that could potentially trigger policy reviews, ad disapprovals, or even campaign disruptions if we directed paid traffic there immediately. 

During our review, we identified several areas that could create challenges: 

• Treatment-heavy content across multiple pages 
• Sensitive healthcare terminology 
• Limited control over how services were presented to ad visitors 
• Existing pages that were not optimised for advertising traffic 
• Opportunities to improve keyword targeting and user flow 

At that point, we knew that launching ads immediately would not be the best move. 

Why We Recommended a Landing Page First

Rather than rushing into campaign setup, we proposed a different solution. 

Instead of sending traffic directly to the existing website, we recommended building a dedicated landing page first. 

This gave us much greater control over both the user journey and the content that visitors would see. 

More importantly, it allowed us to build a page around the services the clinic wanted to promote while ensuring proper keyword research and SEO foundations were in place. 

The landing page allowed us to: 

• Focus on the clinic's key services 
• Improve keyword targeting 
• Create a clearer user journey 
• Strengthen call-to-action placement 
• Better align content with Google Ads requirements 
• Reduce potential policy risks 

Sometimes the best advertising strategy is not launching ads faster. It is building the right foundation first. 

Building the Right Foundation

Once the client agreed to the proposal, our team got to work. 

We conducted keyword research to understand how potential patients were searching for these services online. From there, we planned the landing page structure, content flow, and calls to action around those search behaviours. 

The goal was not just to create a page that looked good. 

It needed to: 

• Communicate services clearly 
• Support SEO best practices 
• Guide visitors towards enquiries 
• Work well for future advertising campaigns 

Once completed, the landing page was published and allowed to sit for roughly two weeks before any campaigns were launched. 



This gave us time to ensure everything was functioning properly while creating a stronger foundation for both SEO and paid advertising. 

The Result

With the landing page in place, we moved forward with the Google Ads campaign. 

The campaigns launched smoothly, without any major policy issues or suspensions. Visitors were directed to a dedicated page designed specifically around the services being advertised, creating a much cleaner experience from click to enquiry. 

Most importantly, the client was able to start advertising with greater confidence because the groundwork had already been done. 

Today, we are still actively managing campaigns for this client, and the data has been encouraging so far. 

Key Takeaway: Sometimes Ads Are Not the First Step 

Many businesses assume that the moment they decide to invest in digital marketing, the first thing they need is advertising. 

Sometimes that is true. 

But sometimes the better decision is to pause, assess the situation, and strengthen the foundation before spending a single advertising dollar. 

In this case, building the right landing page first helped create a stronger platform for both SEO and Google Ads performance. 

And as this project continues to grow, we'll be sharing more insights in our next case study, where we take a closer look at the campaign results and what we've learned from the data so far.