Search Engine Advertising: Structure, Creative and Landing Pages
Advertising on search results rewards precision: one intent per ad group, one promise per creative, and a landing page that continues the sentence the query started.
Written and maintained by the SEO Studio technical team · last reviewed October 2026 · methodology and SOP documentation
Match queries to promises
Every ad group should answer one intent, and its landing page should continue the same sentence. Mismatches waste clicks that looked cheap in the dashboard.
- Ad group per intent, not per keyword batch
- Creative that repeats the query promise literally
- Landing page headline continuing the same idea
Testing that means something
Test propositions, not adjectives. Changing a button colour rarely matters; promising a different outcome usually does.
- Test different offers, not cosmetic variants
- Change one variable at a time
- Decide sample size and stop rule before starting
Questions people ask about search engine advertising
How much should we spend initially?
Do landing pages matter that much?
How quickly can we see results?
Agree the scope with our team
We quote this service against an agreed brief, deliverables and acceptance criteria. Advertising spend, social management, website builds and major integrations are separate from SEO retainers.