Pay-Per-Click (PPC) advertising is a key element for any company’s online marketing strategy. The essence of a successful PPC campaign lies not just in creating persuasive ads, but also in creating an efficient conversion environment on your website. Believe it or not, web design plays a crucial role in improving your the ROAS of your PPC Campaigns. Let’s delve into the nitty-gritty of how good web design can boost your PPC performance.

At the heart of a successful PPC campaign lies a beautifully designed website that users find appealing, intuitive, and easy to navigate. If a user clicks your PPC ad and lands on a website that is confusing or hard to navigate, chances are they’ll click away, wasting your precious ad spend and, more importantly, an opportunity to convert. This can seriously affect your the overall ROAS figures of your paid marketing campaigns.

User Experience (UX)

Firstly, make sure your website is designed with user experience (UX) in mind. The goal is to create a seamless experience that is simple, efficient, and satisfying for your users. Your PPC landing page should provide clear, concise information that directly corresponds with your ad. It should also contain a clear call to action (CTA) that gently nudges the user towards conversion.

Consider the website of a famous UK high-street brand, John Lewis. When you click on one of their PPC ads, you’re taken to a landing page with a clean, uncluttered design that’s easy to navigate.

The relevant product information and CTAs are prominently displayed, guiding users towards a purchase, thus improving PPC conversions.

Mobile Optimisation

Another significant factor is mobile optimisation. With the vast majority of internet users accessing the web via mobile devices, it’s more important than ever that your website is designed with mobile in mind. A mobile-optimised website not only enhances your SEO, but it also greatly improves your PPC conversion rates.

ASOS, a world leading fashion e-commerce store, provides an excellent example of mobile optimisation. Their mobile website loads quickly and displays products neatly and clearly. With an easy-to-use navigation menu and a straightforward checkout process, ASOS ensures their users can complete purchases with ease, significantly improving their PPC conversion rates.

Page Loading Speed

Speed is another critical factor in good web design. A slow-loading website is one of the primary reasons for high bounce rates. In fact, a delay of just one second can reduce conversions by 7%.

Therefore, it’s crucial to optimise your website’s load time. Use compression tools to reduce the size of your images, videos, and other large files. Enable browser caching to speed up load time for return visitors, and consider using a content delivery network (CDN) to ensure your website loads quickly for users all over the world.


Good website imagery plays an instrumental role in improving the Return on Ad Spend (ROAS) of your PPC campaigns. High-quality, appealing images can captivate your audience, draw them in, and, most importantly, keep them on your site longer. Each image should be clear, professionally shot, and relevant to your products or the services you offer.

When a visitor clicks on your PPC ad and is greeted with striking, aesthetically pleasing visuals, they’re more likely to perceive your brand as trustworthy and your offerings as high-quality. This leads to higher engagement, lower bounce rates, and ultimately, an increased likelihood of conversion.

As conversions increase, so does your ROAS, meaning you’re achieving more revenue for every pound spent on your PPC campaign. Therefore, investing in good website imagery is not only beneficial for user experience and branding but also has a tangible, positive impact on your PPC performance.

Reviews and Trust Signal Elements

Integrating third-party reviews (Google, Trustpilot, etc) into your web design can substantially enhance the ROAS of your PPC campaigns. Customer reviews have become a crucial factor in purchasing decisions, with a significant percentage of consumers trusting online reviews as much as personal recommendations.

Showcasing these reviews on your site can bolster your brand’s credibility and reassure prospective customers of the quality of your products or services. When a user, drawn in by your PPC ad, lands on a page filled with positive reviews, they’re more likely to feel confident about purchasing.

Remember, each element of your website design plays a role in guiding users towards conversion. From an intuitive interface, clear CTAs, and a fast loading time to mobile-optimisation, every design decision can make a difference in your PPC conversion rates.

So, if you’re looking to get the best ROAS out of your PPC campaigns, don’t overlook the importance of good web design practices. Not only will it provide a more satisfying user experience, but it can also have a significant impact on the conversion rates of your paid ads. After all, what good is driving traffic to your site if it’s not designed to convert that traffic into leads, sales, or whatever your goals may be?