A landing page is a standalone page built for a specific campaign or search intent, such as a wedding offer or a city event, designed to convert that particular visitor rather than serve as general navigation.
Effective landing pages match the promise that brought the click. An ad for a spa weekend should land on a page about that exact package with its price and booking button, not the homepage. Message match measurably improves conversion and ad quality scores.
Each page needs one goal and one primary action. Cluttering it with the full site menu and competing offers dilutes results. Hotels running several campaigns typically maintain a small library of landing pages, updated seasonally, each tracked separately in analytics.
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