In the world of pay-per-click (PPC) advertising and sales, it’s easy to get so caught up in the top of the funnel that you totally forget the bottom of the funnel and everything that happens in the “post-click” environment.
As important as pre-click elements are – including ad optimization and audience targeting /target audience– the reality is that you can’t complete the conversion without a compelling landing page. And one of the most significant elements of a great landing page is the effective landing page headlines.
Every landing pages has a number of vital elements that are integral to creating a meaningful onsite experience and ultimately driving conversions. They include:
But all of these important factors are a waste if you don’t get the headline right.
The PPC landing page headline is the very first thing a visitor sees after clicking the PPC ad and landing on the page. If it’s irrelevant, inaccurate, vague, or boring, you have almost no chance of converting.
Outside of page loading speed, the headline is arguably the first decision point for a visitor. It gives a reason to either stick around and learn more, or bolt for something else.
Headlines, regardless of whether it’s a landing pages or newspaper, have always been treated like gold by copywriters and marketers. David Ogilvy, who is known as one of history’s greatest copywriters, was adamant that headlines are to be given the focus they deserve.
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar
he once said.
And while most marketers and copywriters think about headlines after everything else has been created, Ogilvy and other industry legends have always been adamant that the headline commands more attention.
Ogilvy had an unofficial principle that he called the 50/50 Rule. This rule states that you should spend at least half of your time and effort developing and iterating the headline. In other words, if it takes you two hours to write copy for the rest of the page, you should spend one hour brainstorming and optimizing the headline.
While Ogilvy created this rule with ad copywriting in mind, it’s still a valuable rule of thumb for landing pages/landing page headline. And with all of the advanced split testing that we can do with same landing pages, the value of spending more time with headlines is clear. The more headlines you can drum up, the more likely it is that you’ll laser in on the recipe that works for your target audience.
Headline writing is a mixture of art, logic, psychology, and persistence. It takes time and experimentation to land on the right “formula.” And while experience is the ultimate weapon in this war, here are some tips and tricks you can use to shorten the learning curve and get better results in less time:
There are three main characteristics that every headline should always possess:
Think of your headline like a three-legged stool. If it’s missing any one of these elements, the stool loses its stability and topples over. You might be able to prop it up, but you won’t be able to sit on it.
As you craft your headlines, keep these three characteristics at the core. It’ll serve you well as you learn to develop high-converting landing pages.
The headline is important, but do you know what the goal of the headline is? (Hint: It’s not to generate a conversion or produce a sale.)
The only objective of the headline is to get a visitor to read the subheading. And then the main objective of the subheading is to get the visitor to read the next line of copy, and so on.
Don’t feel the weight of trying to convert someone in 10 words or less – there’s ample room to do this below the fold. Your goal is to reaffirm their decision to click on the ad and give them a reason to keep reading. If you can do that, it’s a win.
It’s difficult to hit on everything you want to cover in one headline. Thankfully, you also have the option of creating a subheader (which is basically just a smaller heading that goes directly beneath the heading).
The subheading can be a bit longer and include more characters. It’s used to clarify, restate, or expound upon what was stated in the headline. In many cases, it lists off additional benefits and, as previously stated, serves the purpose of pushing a visitor’s eyes further down the landing page.
Specificity converts and generalities tank.
If you want to generate better results with your headlines and drive higher conversion rates for your landing page, it starts with being very clear. You might push some people away, but your clarity will bring the right people into the fold.
Think in terms of specific claims and clarifying language. If you’re selling consulting services, don’t talk in terms of serving “business owners” or “entrepreneurs.” Get super specific about the types of business owners and entrepreneurs you’re communicating with. Are they small local restaurant owners? Are they growing digital marketing agencies?
Don’t make vague claims about how something works. Instead, use data, statistics, or quotes from customers. Always avoid the macro language when you have the opportunity to go macro. You’ll speak to a smaller group, but that group will be so much more invested in what you have to say.
Length is another important element in headline writing. You want the headline to be short enough for a visitor to focus and long enough to include everything that needs to be mentioned. Where does the sweet spot lie?
According to one study, the human brain only has a certain capacity to process information. And if you want to grab peak focus and engagement, seven words is the bullseye. However, anything within the five to nine range generally performs quite well.
Don’t get too caught up on making headlines five to seven words in length, but avoid extremes. Anything super short – like one to three words – probably isn’t enough. Likewise, anything that’s 15 to 20 words is going to miss the mark.
The worst mistake – and one that’s unfortunately quite common – is to focus the headline on your brand or product. (Intuitively, this seems like the very thing you should be doing. But realistically, it’s a huge misstep that’s difficult to recover from.)
When you write a headline that’s brand-focused, you’re basically making yourself the focal point. You’re like the kid who stands on the table at a high school party and screams, “Look at me!” People might look, but they’re rolling their eyes.
Headlines should always, always, always be focused on your target customer. Your product might solve their problems, but leave the product out of it. Focus on benefits instead of solutions.
The best brands don’t try to position themselves as the hero. Instead, they position the customer as a hero and offer to be a guide who points them to a solution that makes their problem go away and/or fulfills their underlying desire. (This solution just so happens to be the product.)
Listicles have emerged as a favorite style of copywriting in recent years. And though they can feel generic and repetitive, the truth is that they work. And the reason why is tied to the specificity of numbers.
Numbers are psychologically proven to generate a response in the brain. When the brain sees a digit amongst a sea of words, it has no choice but to slow down and process the number. It also establishes parameters and allows for easy classification. If you’re giving someone the “5 Reason Eating Red Meat is Good for Your Health,” it tells people exactly what to expect. They don’t have to go searching for the takeaways. They know there will be five – end of story.
Numbers are especially powerful when attached to a data point. Statistics and percentages are powerful on many levels – use them to your advantage.
Generic and boring words won’t get you very far. Your headline is the curb appeal. If it doesn’t pull people in on an emotional level and communicate tangible value, people aren’t going to read on.
Creative wording doesn’t mean lying or embellishing. It doesn’t mean being flowery and over-the-top. It does, however, require you to improve your word choice.
Don’t have the deepest vocabulary? Use an online thesaurus or a book like Words That Sell to get ideas for more impactful language. Sometimes upgrading a single word can make a major difference in the perception of your landing page headline.
The headline is so important that you should dedicate a specific amount of time to brainstorming options and creating different options. (As Ogilvy’s rule states, you should spend at least half the amount of time it takes you to write the accompanying copy on the headline.) However, don’t get so lost in headline writing that you forget about the rest of the PPC landing page.
A headline is only effective if it has proper alignment with the body copy. Never mislead a visitor or make someone search for relevance. The headline can evoke curiosity and intrigue, but it can’t deliberately lead someone astray. You might get people to spend time on the landing page, but they won’t convert.
Word choice, sentence structure, and grammar are only part of what it takes to write a good headline. Sometimes you have to get creative with how a headline looks to the eye. And whether you realize it or not, you have a number of powerful tools you can leverage to analyze competitors and get results. They include:
As you can see, there are countless ways to improve a Search engines headline without even changing a word of copy. Success is in the details!
Everyone wants to be original and flex their own creative muscles, but when it comes to writing headlines, your decision to leave the herd may actually hurt your ability to convert. This is one area of life where following the pack and mimicking what’s already been done helps.
According to one study, 200 of the best ads that produced significant sales and gained global recognition across a wide swath of industries were actually very similar to one another. In fact, 89 percent of these Google ads could be classified into one of six headline formulas.
It’s rare that you need to reinvent the wheel – simply installing the wheel correctly is enough to get you to where you need to be. Become a student of the game and build up your own library of effective formulas and examples to pull from. Never copy, but always mirror.
Now that we’ve thoroughly dissected some elements and tips for crafting superior landing page headlines, let’s take a look at a few copy-and-paste formulas and high-converting examples that you can use to improve your results.
Feel free to add these formulas to your own personal swipe file and/or experiment with a few of them on your next landing page project. As always, you’ll want to tweak and test until you find the best fit for your landing page.
Did you know that less than 25 percent of PPC ads produce any conversions? Yes, that’s right…more than 75 out of 100 PPC ad campaigns are able to convert clicks into customers. This means the majority of ad campaigns are a waste of time and money or your PPC agency is simply doing it wrong.
When your ad campaigns don’t work, it’s easy to blame the medium and assume that PPC ads or effective PPC landing page headlines don’t work. But if we’re being frank, it’s not that PPC doesn’t work – it’s that most agencies are doing it wrong.
At PPC.co, we work with small businesses and enterprise companies on a daily basis. And because we have such a large sample size and experienced track record working with a variety of brands in all industries, niches, and stages of growth, we know that PPC landing pages advertising works. We’ve also discovered that so much of the results depend on the post-click experience.
Want to learn more about how you can develop winning ad campaigns that meld compelling pre- and post-click experiences to generate results for your business? We’d love to fix your broken ad spend and help you boost the bottom line.
Contact PPC.co today and get a no-strings-attached audit and proposal for your next campaign! We have great incentives for those just starting out in PPC that may need some white label assistance!
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When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost.
By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.
This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.
Ready to grow your leads and lower your cost per conversion?
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If you’re running an e-commerce or retail business, you already know that visibility is everything. The best product in the world won’t sell if no one sees it. That’s where paid ads for ecommerce comes in.
Done right, they drive traffic, conversions, and repeat customers.
Done wrong, they drain your budget and leave you wondering what went wrong.
Whether you’re spending $500 a month or $50,000, your goal is the same: profitability. Not just clicks, and certainly not just impressions. You want to turn ad dollars into real, predictable revenue.
So how do top-performing e-commerce and retail brands make their paid ads work?
What are they doing that you’re not?
This guide breaks it down step-by-step, so you can start running profitable ads with confidence.
Before you launch a single campaign, you need clarity on your audience and goals. Are you trying to boost first-time sales? Increase average order value? Each objective requires a different strategy and metrics for success.
Don’t fall into the trap of launching ads just to “see what happens.” Paid media works best when it’s part of a bigger strategy. So before you log in to Google Ads or Meta Ads Manager, get specific about what success looks like.
If you want to run profitable paid ads, knowing your numbers is the foundation of your entire strategy. Without a clear understanding of your margins, break-even points, and how much you can afford to spend to acquire a customer, you’re essentially gambling with your ad budget.
And in e-commerce, that can get expensive fast.
Let’s start with the most critical numbers you need to know:
Your break-even ROAS tells you the minimum return you need on your ad spend to not lose money. It’s calculated by dividing 1 by your gross profit margin.
So if your margin is 50 percent, your break-even ROAS is 2.0. That means for every $1 you spend on ads, you need to make $2 in sales just to break even.
For example, let’s say you’re running Facebook Ads and spending $1,000 on a campaign. If your break-even ROAS is 2.0, you need to generate at least $2,000 in revenue to avoid losing money. Anything above that is profit. Anything below that eats into your cash.
Once you know your numbers, you can reverse-engineer your ad strategy instead of throwing money into the void and hoping for results. For instance, if your AOV is low (say $25), you might struggle to profit from ads unless you have a very low COGS or high conversion rates. In that case, you might want to:
On the other hand, if your AOV is $150 and your margins are strong, you have more room to compete in ad auctions, bid more aggressively, and test multiple audiences and creatives without instantly wiping out your profit.
A lot of beginner advertisers focus entirely on immediate return from ads. That’s understandable – but short-sighted. If you’re breaking even or slightly losing on the first sale, that might still be a smart move if you’re building long-term customer relationships.
That’s where Customer Lifetime Value (LTV) comes in. If you know that your average customer places three orders a year, each worth $60, then their LTV is $180. If you spend $40 to acquire that customer with your first ad, but earn $140 more over the next 12 months, that ad was extremely profitable in the long run.
Top e-commerce brands build their paid strategies around LTV-to-CAC ratio – how much they earn over time compared to what they paid to acquire the customer.
A healthy ratio is usually 3:1 or higher. So if you’re spending $50 to acquire a customer, you want to earn at least $150 from that customer over time.
Once you understand your numbers, you can plan your ad spend with precision. You’ll know exactly:
Let’s say you want to make $5,000 in profit this month, and your product has a 50 percent gross margin. That means you need $10,000 in sales. If your target ROAS is 2.5, you can spend up to $4,000 in ad spend to hit that goal. With those numbers in hand, you now have a roadmap for campaign budgeting, not just a shot in the dark.
Every ad platform has strengths. But if you try to use them all at once, you’ll burn through your budget without learning much. Instead, pick one or two that align best with your business model and customer behavior.
If you’re selling visually appealing products like apparel, skincare, or home goods, platforms like Instagram and TikTok can deliver strong returns – especially with the right creative. If you’re focused on high-intent buyers, Google Search and Shopping Ads are goldmines. And if you’re targeting professionals or B2B retail buyers, LinkedIn may offer surprising results.
Test channels strategically. Start with the one that matches where your customers spend their time and scale from there. The best platform for you is the one where your ideal customers are already shopping, scrolling, or searching.
One of the biggest mistakes retailers make is casting too wide a net. You don’t want everyone to see your ad – you want the right people to see it.
On Google, this means targeting high-intent keywords that signal buying behavior. Focus on terms like “buy,” “best,” “free shipping,” or product-specific searches. On Facebook, Instagram, or TikTok, you’ll want to dial in your custom audiences using demographic data, lookalikes, interests, and behavior.
Don’t forget retargeting. Most people won’t buy the first time they visit your site, but retargeting brings them back when they’re ready. Set up ads that follow people who viewed a product, added to cart, or engaged with your brand but didn’t check out.
The more relevant your targeting, the more efficient your spend and the higher your return.
Creative is the make-or-break factor in most e-commerce ad campaigns. You can have perfect targeting and the right product, but if your ad doesn’t grab attention in the first two seconds, it won’t convert.
Your creative needs to do three things quickly:
Use high-quality product photos or videos. Show your product in action. Highlight a clear benefit or solve a specific problem. Incorporate customer reviews or user-generated content to build trust.
For paid social, test multiple creatives at once – video vs. image, UGC vs. branded, short-form vs. long-form – and let performance data guide your iterations. On search platforms like Google, focus on copy that’s compelling and packed with relevant keywords. Test different headlines and descriptions to see what gets the best click-through rate.
Sending paid traffic to your homepage is a rookie mistake. You want every click to land on a page that’s designed to convert. That means fast load times, mobile optimization, and a clear call-to-action.
If you’re promoting a specific product, send users to that product page and not your full catalog. If you’re offering a bundle or a seasonal deal, create a dedicated landing page with copy, visuals, and layout tailored to that offer.
Remove distractions. Reduce friction. Make it stupid-easy for people to buy. The less effort it takes, the more sales you’ll see. And don’t forget to A/B test. Sometimes a simple tweak to your headline or CTA can double your conversion rate overnight.
Once your ads are live, your job isn’t done. In fact, this is where it really begins. You need to monitor performance regularly, looking at more than just the surface-level metrics.
Click-through rate (CTR) tells you how well your ad is capturing attention. Conversion rate shows how well your landing page is sealing the deal. ROAS tells you how profitable your campaign is. And CPA helps you compare efficiency across different products or audiences.
Watch for early indicators of success – or failure.
Treat your campaigns like living systems. Tweak, test, and improve them continuously.
Once you find a winning combination – an ad, offer, and audience that works – it’s time to scale. Increase your budget gradually while keeping an eye on performance. Scaling too fast can tank your results, so go step by step.
Duplicate high-performing campaigns to test new audiences or creatives. Experiment with upsells, bundles, or time-limited offers to increase AOV. Layer in email or SMS marketing to retarget paid traffic and drive repeat sales.
And just as importantly, don’t be afraid to kill underperforming ads. If something isn’t working after a reasonable test period, cut it. Your budget should be flowing to what works – not what you hope will work.
One of the biggest mistakes in paid advertising is chasing one-off sales without thinking about the bigger picture. Winning e-commerce brands think in terms of customer lifetime value.
If your first sale breaks even, that’s fine. (As long as you have a plan to turn that customer into a repeat buyer. ) You can use post-purchase emails, loyalty programs, and retargeting ads to bring people back.
At the end of the day, when you view paid ads as the beginning of a customer relationship – not the end – you unlock real long-term profitability. And at PPC.co, that’s where we want to help you! We offer industry-leading PPC management services for ecommerce and retail brands who want to stop wasting ad spend and start generating real ROI.
Contact us today to learn more!
