A Conversation Between a Client and an Account Manager
Client:
Why can’t we just send the ads to the homepage?
Account Manager:
Because PPC traffic isn’t here to sightsee.
Client:
But the homepage has everything.
Account Manager:
Exactly. And that’s the problem.
The Homepage Is Doing Too Much
Client:
I don’t get it. The homepage shows all our services.
Account Manager:
Right. And PPC users searched for one thing, not a choose-your-own-adventure.
Sending paid traffic to the homepage is like:
- Walking into Target for toothpaste
- And being forced to tour every aisle first
They didn’t ask for that.
PPC Users Are Impatient (And That’s Not Their Fault)
Client:
Okay, but they can just click around.
Account Manager:
They could.
They just won’t.
PPC users clicked because they had:
- A problem
- A deadline
- Very little patience
If the page doesn’t immediately say “You’re in the right place,” they’re gone.
And yes, you still get charged.
“So Where Should the Traffic Go Then?”
Client:
Fine. So where should we send them?
Account Manager:
Where the intent points.
If someone searches:
- “Emergency HVAC repair near me”
They are not here for:
- Brand story
- Stock photos
- A newsletter signup
They want:
- Fix
- Fast
- Now
That’s a service page’s moment to shine.
What About Just Sending Them to a Form?
Client:
What if we just send them straight to the form?
Account Manager:
Only if they’re already ready.
High-intent searches? Sure.
Cold traffic? Absolutely not.
That’s like proposing on the first date.
When the Homepage Actually Works
Client:
So the homepage is useless?
Account Manager:
No, it just has boundaries.
Homepages work for:
- Branded search
- Awareness campaigns
- People are still figuring out who you are
They do not work as a default PPC dumping ground.
The Rule You Actually Need to Remember
Client:
So what’s the rule?
Account Manager:
If your landing page doesn’t answer the user’s question in 3 seconds, you’ve lost.
PPC isn’t about sending traffic somewhere.
It’s about sending users where they expect to land.
Final Thought
Client:
Okay… I get it now.
Account Manager:
Good. Because Google already took the money.
