Michigan PPC: Why Dedicated Landing Pages Win
By Software IT Services LLC, Troy, Michigan. Serving Oakland and Macomb counties.
By Software IT Services LLC, Troy, Michigan. Serving Oakland and Macomb counties.
You want more calls from ads without wasting budget. Here's what works for Michigan companies. Dedicated PPC landing pages convert more of the right clicks.
I build and test these pages for clients around Metro Detroit. The pattern is simple and reliable when you stick to the rules.
Why does this matter? Ad budgets feel tight right now. Every click should meet a page that answers the exact problem and moves the visitor to one clear next step.
Your homepage tries to do everything. Ads need one job. Send paid traffic to a focused page with one offer and one path.
Think about this. A Novi roofing ad for "leak repair" should land on a leak repair page. Not a generic services hub. Relevance lifts quality score and drops cost per lead.
Here's what I see in the data. When the headline matches the search and the offer fits the season, conversion jumps fast. Winter? Snow and ice language wins. Summer? Emergency repair and same-day promises drive calls.
We've seen 30-60% conversion lifts in 30 days after moving paid traffic from a homepage to a purpose-built landing page.
Write the headline to mirror the keyword and ad. Keep the action clear. Call now or request a quote. Not both.
Use a short form with the fewest fields you need. Name, phone, service, ZIP. That's it. Remove friction and watch completion rates climb.
Add click-to-call buttons for mobile. Detroit and Royal Oak buyers often call first. Make that the obvious next step.
Potholes are bad. Slow pages are worse. Don't forget the page under two seconds on 4G. Compress images and load scripts after content.
Use a single column layout with large tap targets. Headlines should wrap cleanly on small screens. Test on a real phone, not only desktop.
Speed wins trust. When pages pop open instantly, people feel like your team works fast too. Slow pages signal delays before anyone talks to you.
If your site struggles here, fix the core template. Our web design work focuses on fast, clean builds that hold up under ads.
Buyers in Michigan look for proof. Add local reviews with names and cities. "Sterling Heights homeowner" beats a vague quote.
Show real photos of your team and work. Add badges customers recognize. BBB, Google rating, and industry certifications help.
Local proof beats polish. A single, specific review with a city tag often outperforms a gallery of stock images.
Map and service area notes reduce doubt. "Serving Oakland and Macomb counties" tells people you're nearby and responsive.
Keep the hero tight. Headline that matches the ad. A benefit line with a local cue. One primary call to action.
Use a short proof block next to the form. "1,200+ Michigan installs since 2018" carries more weight than generic claims.
Add a compact checklist under the CTA. "Licensed, insured, background checked, the Detroit area only." Short lines build confidence quickly.
Add a secondary action only if it helps. Example: a pricing guide PDF for shoppers who need one nudge.
Track every call and form back to the keyword. Use dynamic number insertion so each ad group has a unique phone number.
Pass hidden UTM fields through the form. Your CRM should store source, medium, campaign, and keyword. Tie revenue to the click that drove it.
Think about this. When you pull a 90 day report by keyword, you'll spot the winners fast. Fund those and pause the rest. That decision saves real dollars.
Want this wired for you? Our SEO services include proper tracking and reporting across Metro Detroit.
Start with two versions. Change one element at a time. Headline, hero image, or offer. Keep traffic even for a full week.
Rotate winning ideas into the control. Retire losers fast. You'll reach a steady 12-25% conversion rate in many local niches.
Here's what to test next once the offer wins: headline power words, hero image with people vs product, button copy with a clear benefit, and social proof placement near the form.
New to testing? Begin with the offer. Free inspection, same-day estimate, or a fixed-price special often moves the needle first.
If the phone staff drops calls, the best page won't save performance. Train intake to answer fast and book the appointment on the first call.
If reviews look weak, ask for them after happy moments. Oil change done early. Roof leak fixed in one visit. Capture proof while the win is fresh.
Michigan buyers respect straight talk. Say what you do, where you work, and how fast you respond. Then show one recent example with results.
If the budget is tiny, keep the scope tight. One service. One city. Win there before you expand.
Book a 20 minute call and leave with a 90 day PPC plan tailored to your business. I work in Troy and know demand patterns across Metro Detroit.
Want a deeper audit first? Read our approach on SEO services and how we tighten pages, speed, and tracking for paid and organic traffic together.