Can I use the services page as a landing page?

You can start that way, but the services page has navigation, links and a general message. A dedicated landing page, with no exits and the ad's headline, almost always converts better for paid traffic.

Should I show the price on the page or not?

If you can, yes — even as a range or "from". A hidden price brings more unqualified requests and less trust. The exception: services with strictly custom pricing, where you clearly explain how it is calculated.

Anatomy of a landing page that converts paid traffic

The situation

You send paid traffic to the homepage. The homepage has a menu with 9 options, a slider with 4 messages, "About us", a blog and, somewhere at the bottom, a form. The person searched for "teeth cleaning Cluj" and landed on a site talking about "excellence in dentistry". You paid for the click; they are looking for something else.

A landing page is a page built for one traffic source, one offer, one action. It is not the homepage. It is not the services page. It is the place where the ad's promise is kept.

1. Message match with the ad

The first thing the visitor sees must continue what they clicked on. If the ad says "Ultrasonic teeth cleaning — 250 lei, book today", the page headline says the same thing, in the same words. Not "Welcome to our clinic".

Simple rule: one ad group → one landing page. Implant ads go to the implant page, cleaning ads to the cleaning page. It costs more pages; it costs less than the lost clicks.

2. One offer, one action

The page answers three questions in this order, above the fold on mobile:

What do I get? — the service, concretely, with a price or price range where possible.
Why from you? — one reason, not seven. "Appointment within 24 h" or "2-year warranty on parts" or "Dedicated accountant, same-day reply".
What do I do now? — a single button, with a single action: "Book now", "Request a quote", "Message us on WhatsApp".

If the page has three different buttons leading to three places, it is not a landing page. It is a menu.

3. Proof

People believe people, not adjectives. In order of effectiveness:

Real reviews, with names and, ideally, the source (Google). Three specific reviews beat "over 1,000 happy customers".
Concrete numbers — "3,200 cleanings in 2025", "average repair time: 2 days", "140 companies in our portfolio". Only true numbers you can back up.
Real photos — the practice, the workshop, the team. Not stock.
Logos and accreditations — professional associations, certifications, partners, if they mean something to the customer.
Guarantees — "If we do not fix the problem, you do not pay for the diagnosis" removes perceived risk.

4. The form

Every extra field lowers the completion rate. The question is not "what would be useful to know?" but "what do we need to take the next step?".

Name, phone — often enough. Email optional. The company registration number is asked for at contract stage, not on the first request.
WhatsApp alternative — in Romania, many people prefer to message rather than fill in a form. A WhatsApp button next to the form raises the total number of contacts.
Mobile first — large fields, the right keyboard type (numeric for phone), no blocking captcha, a clear confirmation message after submission.
What happens next — "We call you within 2 hours during business hours". A clear expectation reduces anxiety.

5. Speed

A landing page for paid traffic must load in under 2.5 seconds on mobile. No exceptions. That means: a compressed hero image, no slider, no autoplay video, no chat widget loaded in the first second, no 6 tracking pixels. The Core Web Vitals lesson explains how.

6. What to remove

A good landing page is recognised by what it does not have:

The main navigation — every menu link is an exit. Keep the logo and, possibly, a phone number in the header.
Links to the blog, "about us", social media — not now.
Sliders and carousels — nobody waits for slide 3.
Pop-ups — the person came with an intent. Do not interrupt them.
Filler text — every paragraph that does not help the decision gets deleted.

Three Romanian examples

Example

Dental clinic — ad "Dental implant from 2,900 lei, free consultation". Landing page: identical headline, price and what it includes, 3 Google reviews with names, a photo of the implantologist and of the practice, a "How it works" section in 4 steps, a form with name + phone, a WhatsApp button, "We call you within 2 hours". No menu.

Car repair shop — ad "Computer diagnosis 150 lei, same day, district 3". Landing page: identical headline, a map with the location and opening hours, "If you repair with us, the diagnosis is free", photos from the workshop, 5 reviews, a big "Call now" button (mobile traffic for repair shops calls, it does not fill in forms), a short form as an alternative.

Accounting firm — ad "Accounting for SRLs from 350 lei/month, dedicated accountant". Landing page: identical headline, a simple table with 3 packages and what they include, "Reply the same business day", logos of 6 clients (with consent), a 40-second video testimonial, a form: name, phone, "roughly how many invoices per month" (one field that qualifies the lead).

How to measure

Conversion rate by source — in GA4, the conversion key event reported by session source/medium and by campaign. The Google Ads landing page is compared with itself, week over week, not with the homepage.
On-page behaviour — how far people scroll (do they reach the proof? the form?), what they tap, where they get stuck in the form. Session recordings show this directly.
Lead quality — how many requests become customers. A page that brings 30 requests of which 2 are real is weaker than one with 12 requests of which 8 are real.