Should I use dynamic landing pages for better performance?

What “dynamic landing pages” means in Google Ads today

Yes, dynamic landing pages can improve performance—but only when “dynamic” increases relevance without breaking tracking, speed, or policy compliance. In modern Google Ads, there are two main ways dynamic landing pages show up, and they behave very differently.

Type 1: Your website changes the page experience based on the visitor (same URL, tailored content)

This is the classic meaning of a dynamic landing page: the page content adapts based on what you know about the user or what you pass in the URL (for example, the query theme, device, location, or audience). Done well, it keeps the user on a tightly aligned path: ad promise → page headline → proof → call-to-action.

The key advantage here is control. You decide exactly what the user sees, and you can keep the URL structure stable while swapping modules (hero copy, testimonials, product tiles, pricing, FAQs) based on intent.

Type 2: Google Ads selects a different landing page URL for the click (landing page automation)

This is increasingly common because several campaign types can route traffic to a “more relevant” page on your domain. In Performance Max, “Final URL expansion” can replace your provided final URL with a different page on the same domain when it predicts better performance, and it can pair that with dynamically generated ad text that matches the chosen page.

Similarly, AI Max for Search introduces final URL expansion that can use dynamic landing pages and adds new reporting that helps you see which landing pages were selected. Dynamic Search Ads also inherently rely on your site content to match queries and send traffic to relevant pages, and it includes reporting that lets you evaluate landing page performance and exclude underperforming URLs.

When dynamic landing pages tend to improve performance (and when they don’t)

They usually help when intent varies widely under one campaign theme

If your ads cover multiple product categories, service lines, or “job-to-be-done” use cases, a single static page often becomes a compromise. Dynamic landing pages allow you to meet users where they are: the more specific the intent, the more specific the page should feel—without forcing you to build and manage hundreds of separate campaigns or pages.

This is especially powerful for non-brand search, where people express needs differently (“emergency,” “near me,” “pricing,” “compare,” “best,” “for teams,” “for beginners”). Tailoring the page to the implied stage of the funnel can lift conversion rate even if click-through rate stays flat.

They often help when you’re using automation that rewards relevance

When Google Ads is matching queries more broadly (or generating/assembling creative), the system benefits when your site has clearly themed pages that can serve as strong endpoints. If the platform can choose a better-fit URL on your domain for a given search, you can unlock incremental conversions that your manually selected final URL might miss.

That said, this “let the system choose” approach only works when your website structure is clean and commercial intent is obvious. If your domain includes lots of non-commercial pages (press, blog, help docs, policies, careers), you’ll want to be proactive with URL controls (more on that below).

They can hurt when “dynamic” creates mismatches, broken tracking, or inconsistent experiences

In my experience, most failed dynamic landing page tests don’t fail because personalization is a bad idea—they fail because the foundation isn’t ready. The most common issues are: sending users (or crawlers) to a different domain via redirects, serving content that doesn’t match what the ad implies, blocking crawlers, and breaking click tracking through incompatible URL setups.

Also consider creative control. In AI Max, if final URL expansion (and certain URL controls) are enabled, pinned Responsive Search Ad assets may not be respected when a more relevant URL is chosen. If pinning is critical for compliance, regulated claims, or strict messaging, you may want to keep landing page selection tightly controlled.

Best practices: how to use dynamic landing pages safely and profitably

Step 1: Decide what you’re optimizing for (relevance, speed, or coverage)

Relevance-driven dynamics (tailored headlines, proof points, and CTAs) usually lift conversion rate. Speed-driven changes (lighter templates, fewer scripts, faster mobile rendering) reduce abandonment and can lift both conversion rate and total conversion volume—especially on mobile, where even small delays can materially impact results.

Coverage-driven dynamics (letting the platform choose among many eligible pages) can unlock new queries and journeys, but it needs guardrails so your best traffic doesn’t leak to informational pages or mismatched categories.

Step 2: Put URL guardrails in place before you scale

If you’re enabling automated landing page selection (like final URL expansion), assume the system will explore broadly unless you tell it what “good” looks like. Your goal is to make it easy for the platform to find high-intent pages and hard (or impossible) to send traffic to low-intent pages.

• Create URL exclusions for non-commercial sections (careers, investor relations, press, support articles, policy pages, login-only areas, etc.).
• Use URL rules/inclusions where appropriate if you need to restrict eligibility to a curated set of pages (for example, only service pages or only category pages). Be aware that some inclusion approaches can still allow both your chosen URLs and additional URLs the system predicts will perform best, depending on how your settings are configured.
• Keep your commercial pages clearly themed (one primary intent per page, consistent headings, strong above-the-fold CTA), so automated selection has “clean targets” to choose from.

Step 3: Fix tracking first—dynamic landing pages expose weak URL setups

Dynamic landing pages frequently fail “silently” because tracking templates and redirects were built for a single static final URL. When Google Ads swaps in a different landing page, weak URL plumbing can produce 404s, parameter duplication, or redirects that trigger disapprovals.

Here are the URL mechanics I recommend getting right before you judge performance:

• Use a proper final URL insertion in tracking templates (for example {lpurl}) so click tracking doesn’t overwrite or break the selected landing page URL.
• Avoid hardcoding a static URL inside a tracking template if you want landing page automation to work; otherwise users can be forced onto the static page instead of the dynamically selected one.
• Prefer “final URL suffix” for parameters your site needs (analytics, attribution, internal routing) and keep tracking templates focused on third-party tracking/measurement needs.
• Confirm HTTPS throughout the chain and avoid fragile redirect patterns. Parallel tracking sends users directly to the final URL while measurement happens in the background, and your tracking setup needs to be compatible.

Step 4: Build a monitoring routine (so you can optimize, not guess)

Once dynamic landing pages are live, you need visibility into which pages are getting traffic and how they perform. Don’t just watch campaign-level CPA/ROAS—dynamic routing can hide winners and losers inside the same campaign.

At minimum, review your landing page reporting regularly. The landing pages reporting experience is designed to help you evaluate page performance, check mobile friendliness and AMP validity (where applicable), and view expanded landing pages. For Dynamic Search Ads, use the search terms reporting views that include landing page performance, and exclude underperforming landing pages when needed.

Operationally, I also recommend using the built-in landing page testing workflow whenever you change URL settings, tracking templates, or parameters. It can reveal common failure modes like URL mismatches, missing pages (404), JavaScript redirects in the tracking chain, and crawler access issues.

Step 5: Stay inside destination requirements (this is where many dynamic tests fail)

Dynamic landing pages must still meet destination requirements. In plain terms: users and crawlers must reach a working page, the destination must be crawlable, and what the ad implies must match what the user actually lands on. Avoid cross-domain redirects, avoid sending different content to different audiences in a way that creates inconsistencies for reviewers/crawlers, and don’t rely on login-gated content as the primary landing experience if it prevents ads from serving reliably.

So, should you use dynamic landing pages?

If you have multiple intents under one theme, a clean site structure, and disciplined URL/tracking hygiene, dynamic landing pages are one of the highest-leverage upgrades you can make—because they improve relevance without requiring a linear increase in campaign complexity.

If your tracking is fragile, your redirects are messy, your site includes lots of non-commercial URLs, or you require strict pinned messaging, start with a controlled rollout: tighten your eligible URL set, validate your tracking template behavior, and expand only after your landing page reporting shows that “dynamic” is sending traffic to the pages you’d pick yourself.

Dynamic landing pages can improve Google Ads performance when they genuinely increase relevance for different intents (without sacrificing speed, tracking, or policy compliance), especially if you have a clean site structure and you put URL guardrails in place so automation doesn’t send traffic to low-intent pages; the downside is that weak tracking setups, messy redirects, or mismatched ad-to-page messaging can quickly turn “dynamic” into wasted spend or disapprovals. If you want a practical way to evaluate and maintain that balance at scale, Blobr connects to your Google Ads and runs specialized AI agents that keep an eye on landing-page alignment and URL choices over time, including agents like the Campaign Landing Page Optimizer (to keep page content consistent with ad copy and intent) and the Keyword Landing Optimizer (to match top keywords to the most relevant pages and reduce waste), so you can move faster while staying in control of what changes and where.