A landing page for advertising is a one-page site for a specific ad: the same offer in the headline, same city, same benefit. Not a "company business card" but a tool that turns a paid click into an enquiry. At NUGU we build pages for Yandex Direct and social ads: structure, copy, form, Metrica goals — before the first rouble of ad spend.

Why a dedicated landing page

**Message match.** The ad promises "turnkey bathroom renovation from 120 000 ₽" — the page H1 says the same, not "we have been on the market for 15 years".

**Fewer distractions.** No menu to blog, careers, and office history — only the path to enquiry.

**Measurement.** One page — one funnel, easier CPA and A/B tests on blocks.

**Speed.** Landing is lighter than a corporate site — loads faster on mobile in Sochi peak season.

Related: conversion-focused website — same principles, sometimes as a multi-page site with a narrow home page.

Landing structure for ads

  1. **First screen** — H1 = offer, subhead = for whom + geography, CTA + phone.
  2. **Pain / task** — 2–3 sentences, recognisable customer situation.
  3. **Solution** — what you do, how you differ, timelines.
  4. **Benefits** — not "quality" but "quote in 24 hours", "3-year warranty".
  5. **Proof** — cases, reviews, numbers, project photos in Sochi/region.
  6. **Process** — steps from enquiry to result.
  7. **Price** — "from", packages or calculator.
  8. **FAQ** — objections from sales calls.
  9. **Final CTA** — form + phone repeat.

Block order can change, but offer and CTA must be visible without long scroll at 375 px.

Technical requirements

**Speed.** Target LCP < 2.5 s; no heavy slider on first screen.

**Mobile-first.** 70%+ of Direct clicks are from phones.

**Form.** 2–4 fields; CRM or Telegram integration; test submission.

**Metrica.** Goals: form submit, phone click, messenger. UTMs preserved.

**Legal.** Privacy policy, consent for personal data, company details if required.

Before launch — checklist before Direct.

Landing vs service page on main site

| Criterion | Dedicated landing | Page on main site | |-----------|-------------------|-------------------| | Launch speed | Faster | Slower if no site exists | | Message match | Maximum | Depends on template | | SEO | Weaker | Stronger | | Multiple campaigns | Separate URL per offer | One page per service |

For testing a new service — landing. For long-term SEO + ads — service page on a service site from 50 000 ₽.

Common landing mistakes

  • Headline does not match ad — high bounce.
  • No price or timeline — customer goes to competitor.
  • 8-field form — conversion drops.
  • Pop-up on entry — annoyance on mobile.
  • Stock photos instead of real work.
  • No Metrica goals — "ads do not work" without data.
  • Traffic sent to home with ten services.

Cost and timelines at NUGU

  • **Ad landing page** — from 30 000 ₽, 2–3 weeks.
  • **Quick Start** — 35 000 ₽, 7 days (one service, client materials).
  • **Multiple landings** for different campaigns — package discount from the second page.

Included: prototype, design, front-end, form, basic SEO markup, Metrica setup.

Connecting landing to ads

  1. One ad group — one key intent — one landing.
  2. Same numbers and wording in ad and on page.
  3. Extensions: sitelinks to anchors (#price, #faq), not other domains.
  4. After 100+ conversions — check landing page report and cut weak blocks.

Ad landing checklist

  • H1 matches main ad headline.
  • CTA visible on mobile first screen.
  • Phone clickable, form submits.
  • Metrica goals fire in test.
  • Page opens < 3 s on 4G.
  • No broken links or outdated promos.
  • Manager knows response SLA for new enquiries.

Landing for different campaign types

**Search Direct.** Page for "service + city" query: H1 repeats the query, price and timeline block, form with comment field.

**Display and YAN.** Stronger first screen with result visual, less text before CTA. Check speed — display traffic is less patient.

**Remarketing.** Separate landing with "come back — 10% off" or free consultation. Do not send remarketing to the same page without personalization.

After launch: first week metrics

Bounce > 60% — check message match and speed. Many phone clicks, few forms — audience may prefer calling; normal for local Sochi services. Set up call tracking or tel: click goal.

When to contact NUGU

You plan Direct for small business or already send traffic to a weak page — we will build a landing for the campaign. Sochi and all Russia: brief in one call, launch from 7 days.

Contacts — ad copy, niche, ad budget. We will show landing examples from portfolio and a quote for your offer.

Multiple landings vs one

If you advertise three different services — three landing pages with different H1 and blocks. One landing for everything cuts conversion: a user from an "implants" ad should not hunt for a block among "whitening" and "braces". A package of 2–3 landings at NUGU costs less per page than three separate projects.

If the offer changes each season — budget 2–3 hours of copy and block updates per month or take subscription support: ad landing must reflect current promos or CTR drops.

An ad landing is not a one-time purchase. Each quarter align copy with what sales say on calls: if new objections appear — add an FAQ item on the landing page.