Landing page experience is Google Ads’ measure of how well your website gives people what they’re looking for when they click your ad. Your landing page is the URL people arrive at after they click your ad, and Google Ads analyzes it through a combination of automated systems and human evaluation. The experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.

This article explains how you can improve your landing page experience. For specific instructions on how to optimize your website for mobile, see Principles of mobile site design and Create an effective mobile site.