Changing the landing page in Google Ads is a fundamental task for any advertiser. It involves updating the Final URL, which is the specific web address where users are sent immediately after clicking your ad. Depending on whether you are refreshing a single promotion or restructuring an entire campaign, you can perform this update at the ad, keyword, or campaign level.
Updating the Landing Page for a Single Ad
If you only need to change the destination for one specific advertisement, the process is straightforward. First, log into your Google Ads account and navigate to the Campaigns section, then select the Ads tab. Locate the ad you wish to modify and click the pencil icon to enter edit mode. Simply replace the existing link in the Final URL field with your new destination and save your changes. It is important to remember that this update only affects that specific ad, leaving others in the same group unchanged.
Making Bulk Changes to Multiple Ads
For those running large-scale promotions or seasonal updates, changing ads one by one is inefficient. To update multiple ads at once, go to the Ads tab and use the checkboxes to select all the advertisements you wish to modify. Once selected, click the Edit button in the top menu and choose Change URLs. From here, you can enter the new Final URL and apply it to all selected ads simultaneously. This is the most effective method for ensuring consistency across your entire account during a site migration or a major sale.
Changing Landing Pages at the Keyword Level
Google Ads also allows you to set specific landing pages for individual keywords. This is particularly useful when you want to send a user to a highly specific product page rather than a general category page. To do this, navigate to the Keywords tab and click on the specific keyword you want to edit. Update the Final URL field and save. Keep in mind that keyword-level URLs are “stronger” than ad-level URLs; if both are present, Google will always prioritize the keyword-level destination.
Testing New Pages with Ad Variations
If you are unsure if a new landing page will perform better than your current one, you should use the Ad Variations tool located under the Experiments tab. This feature allows you to create a controlled test where a portion of your traffic is sent to the new URL while the rest continues to the original page. Running an A/B test this way provides you with clear data on conversion rates and engagement before you commit to a permanent change.
Important Checks After Updating Your URL
Once you have updated your landing pages, it is vital to perform a quick audit to protect your ad spend. First, verify that the new page loads quickly and correctly on both desktop and mobile devices. Next, ensure the content on the page matches the messaging in your ad; a disconnect here can lower your Quality Score and increase your costs. Additionally, confirm that your conversion tracking tags are still active on the new page so you don’t lose track of your results. Finally, always use secure HTTPS links and avoid using URLs that trigger unnecessary redirects, as these can negatively impact the user experience.
Landing Page Update Checklist
Before you hit “Save” and walk away, run through these four essential checks to ensure your campaign stays profitable:
- Verify the Live Link: Open the URL in an Incognito/Private window to ensure the page loads without a 404 error.
- Check Mobile Responsiveness: Most clicks come from mobile; ensure the new page is easy to navigate on a smartphone.
- Test Conversion Tracking: Use the Google Tag Assistant to confirm your “Purchase” or “Lead” tags are still firing on the new URL.
- Review Message Match: Does your ad headline match the page’s main heading? Consistency reduces bounce rates and improves your Quality Score.
Quick Reference: Where to Change Your URL
| Level | Best Used For… | Priority |
| Ad Level | Standard updates to specific ad creatives. | Standard |
| Bulk Edit | Changing links for entire campaigns or sales. | Efficient |
| Keyword Level | Deep-linking specific search terms to exact products. | Highest (Overrides Ads) |
| Ad Variations | Scientific A/B testing between two different pages. | Recommended for Testing |