Yes, generally you do need a dedicated landing page for effective Google Ads campaigns. Google Ads functions by directing users who click your advertisements to a specific URL; without a dedicated landing page, you’re sending them to your homepage, which isn’t optimised for the specific ad they responded to.
As of December 2025, Google Ads campaign types – including Search, Shopping, and Display – all rely on this click-to-URL mechanism. When setting up an ad, you specify the ‘final URL’ which is where users land. Google’s systems, including Performance Max campaigns now widely available to Australian businesses, utilise features like automatically generated landing pages if one isn’t provided, but these are generally less effective than custom-built pages. Google’s Lead Form extensions, while capturing information directly within the Google interface, still benefit from a follow-up landing page for conversion. Furthermore, Google’s tracking and analytics features, such as Google Analytics 4 (GA4) integrated with Google Ads, are most effective when measuring conversions on a dedicated landing page designed for a specific campaign goal. Compliance with Australian Consumer Law regarding clear and accurate information also necessitates tailored landing page content.
Ultimately, Google Ads operates by driving traffic to a specified web address, and a landing page focuses that traffic for improved measurement and potential conversion.
