7 Visual Hierarchy Tips for Google Ads Landing Pages

• Color Contrast: Highlight important elements like CTAs and headlines with contrasting colors.
• Text Hierarchy: Organize text by size and style - big, bold headlines, readable body text, and standout CTAs.
• White Space: Use space around elements to reduce clutter and keep focus on key points.
• Layout Patterns: Structure content using F-patterns or Z-patterns for natural eye flow.
• Visual Cues: Add arrows, images, or lines to direct attention to critical areas.
• Element Size & Position: Make CTAs prominent and place them where users naturally look.
• Lists: Break down complex information into easy-to-read bullet points.

These strategies help create an intuitive, visually appealing design that encourages action. Let’s break down each technique in detail.

The Visual Hierarchy

1. Color Contrast for Key Elements

Using color contrast effectively can guide visitors' attention to the most important parts of your Google Ads landing pages. It draws focus to elements like CTAs, headlines, and key points, helping you communicate your message while staying true to your brand's look and feel.

How Color Contrast Works

People naturally notice strong differences in color. By applying high contrast to elements like CTAs and headlines, you can make them stand out and create a clear visual hierarchy.

Tips for Using Color Contrast

• Test your design with contrast-checking tools to meet accessibility standards.
• Choose colors that match your brand identity for a unified design.
• Check how your design looks on different devices and in varying lighting conditions to ensure the contrast holds up.

2. Text Size and Style Hierarchy

A well-structured text hierarchy is key to guiding visitors seamlessly through your landing page. By organizing text effectively, you make it easier for users to scan and understand your message, which can lead to better engagement and conversions.

Text Hierarchy Basics

To create a clear visual order, focus on the size and style of your text. Here's a simple breakdown:

• Primary Headlines: Use font sizes between for main headlines.
• Secondary Headers: Subheadings should fall in the range to define sections clearly.
• Body Text: Keep the main content readable with font sizes between .
• CTAs (Call-to-Action Buttons): Make these stand out with text in bold.
• Supporting Text: Use smaller font sizes, around , for less critical elements.

For instance, pairing a 36px headline with a 24px subheading creates a clean and balanced look.

Text Style Tips

Use the following formatting rules to enhance your page's visual structure:

• Font Weights
  • Headlines: Use bold fonts (600-700 weight) for emphasis.
  • Body Text: Stick to regular weights (400) for easy readability.
• Line Spacing
  • Headlines: Set line height to the font size.
  • Body Text: A line height of the font size works well.
  • Lists and short paragraphs: Opt for the font size.
• Font ChoicesLimit yourself to two font families:
  • Use a standout display font for headlines.
  • Pair it with a clean, sans-serif font for body text to ensure readability.
• Text Alignment
  • Left-align body text for a natural reading flow.
  • Center-align headlines only if the design calls for it.
  • Avoid justified text, as it can disrupt readability.
  • Keep alignment consistent within each content block.

When combined with good color contrast, these text rules will make your landing page visually appealing and easy to navigate.

3. Using White Space Effectively

Why White Space Matters

White space plays a big role in creating effective Google Ads landing pages. When used well, it helps visitors focus on the most important information and makes your content easier to understand.

Here’s how it helps:

• Easier Scanning: Spacious paragraphs and margins make your page more readable.
• Better Focus: White space naturally draws attention to key elements like headlines and call-to-action buttons.
• Less Visual Overload: By reducing clutter, it helps users process information more smoothly.

This clean, simple design approach can lead to higher conversion rates by keeping attention where it matters most.

Tips for Using White Space

After nailing your text and color choices, white space can take your page’s focus to the next level.

Here’s how to use it effectively:

• Add plenty of space between paragraphs and sections to keep things clear.
• Leave room around images, videos, and form fields to avoid a crowded look.
• Use proper padding inside containers and cards for a balanced design.
• Highlight critical elements, like call-to-action buttons, with extra surrounding space.
• Adjust spacing for mobile layouts to ensure a clean and user-friendly experience.

4. Page Layout Patterns

F-Pattern and Z-Pattern Design

When visitors browse a page, they typically follow one of two scanning patterns: the F-pattern for content-heavy pages and the Z-pattern for simpler layouts.

For the F-pattern, ideal for text-heavy pages:

• Highlight your main message at the top to grab attention immediately.
• Place key points or benefits along the left side, where scanning naturally begins.
• Use clear and engaging subheadings to direct eyes horizontally across the page.
• Align calls-to-action (CTAs) with the natural flow of eye movement.

The Z-pattern works better for minimalistic designs:

• Position your logo in the top left corner to establish branding.
• Place essential messaging across the top to ensure it’s seen first.
• Use visuals or directional cues to guide the eye diagonally through the page.
• End with a strong CTA in the bottom right corner to encourage action.

Understanding these patterns helps you structure your design to match user behavior effectively.

Mobile and Desktop Layout

Once you’ve selected a layout pattern, it’s crucial to adapt the design for both desktop and mobile screens.

Desktop Design Tips:

• Keep important information above the fold for immediate visibility.
• Use margins to avoid overcrowding; aim for 60–80 characters per line for readability.
• Take advantage of horizontal space for elements like comparisons or side-by-side content.
• Establish a clear visual hierarchy with larger, bold headings to guide the reader.

Mobile Design Adjustments:

• Stack elements vertically to make scanning easier on smaller screens.
• Ensure buttons are large enough to tap easily, with a minimum size of 44x44 pixels.
• Minimize horizontal margins to make the most of limited screen width.
• Adjust font sizes to maintain readability without zooming.
• Simplify forms by reducing the number of required fields.

Your landing page layout should naturally guide visitors toward your conversion goal. Whether you’re using the F-pattern or Z-pattern, maintaining a consistent visual hierarchy across devices is key to delivering a smooth and intuitive user experience.

5. Visual Cues and Indicators

Visual cues are tools that help direct user attention to important elements on a page, building on the foundation of layout and typography.

Types of Visual Cues

• Directional ArrowsSimple, clean arrows can point users directly to your call-to-action (CTA).
• ImagesUse photos or illustrations where subjects are visually focused on key content or CTAs to subtly guide the user’s gaze.
• Lines and ShapesIncorporate lines, borders, or shapes - like dotted lines - to highlight important content or guide users through forms.

Tips for Using Visual Cues Effectively

To avoid overwhelming your design, apply visual cues with intention:

• Use only a few cues per screen to keep the design uncluttered.
• Make sure cues enhance the layout and don’t distract from other elements.
• Align directional cues with nearby content for a cohesive flow.
• Measure effectiveness by tracking click-through rates and conversions.

6. Element Size and Position

How you size and position elements on your Google Ads landing page plays a big role in grabbing attention and boosting conversions. A well-thought-out layout guides visitors toward taking action.

Let’s dive into how the size and placement of key elements, especially CTAs, can influence user behavior.

CTA Design and Placement

Your call-to-action (CTA) button is the star of your landing page - it’s what drives users to convert. To make it stand out, ensure it’s than nearby elements and positioned where it’s easy to spot. For maximum impact, design your CTA to work seamlessly on both desktop and mobile screens. Beyond just the CTA, maintaining balance across all elements helps establish a clear visual flow.

Balancing Element Sizes

When elements like headlines, body text, images, and CTAs are sized thoughtfully, it creates a natural flow that keeps users engaged. The goal? Highlight the main action without overwhelming visitors. Test different size combinations to find the right balance for your audience, ensuring your page feels organized and easy to navigate. A clear hierarchy helps users focus on what matters most - taking action.

7. Lists and Bullet Points

Lists help structure information, making it easier for visitors to quickly grasp key points and take action.

Why Use Lists

Lists break down complex details into easy-to-scan sections. They work well for:

• Highlighting product features
• Showcasing service packages or pricing options
• Providing step-by-step instructions
• Outlining key qualifications or requirements

When formatted correctly, lists improve readability and help users process information faster.

List Format Guidelines

Want to make your lists more effective? Stick to these tips:

Keep It Short and Focused

• Aim for 5–7 items per list to keep things manageable.
• Use short, action-oriented phrases to emphasize the main points.

Make It Easy to Read

• Use consistent spacing between items.
• Choose a font size that’s easy on the eyes (16–18px works well).
• Pick bullet styles that match your brand’s look and feel.

Organize for Impact

• Group similar items together for clarity.
• Place the most important points at the beginning and end of the list.
• Use subheadings to divide longer lists into smaller sections.

Ensure your lists fit naturally into your page's layout, drawing attention to key details without overwhelming the design. For mobile users, make sure lists are easy to tap and read by increasing spacing between items. This small adjustment can make a big difference in usability and engagement.

Summary and Action Steps

To improve your landing page using visual hierarchy techniques, follow these practical steps:

• Define Key ElementsPinpoint the most important parts of your page, like the main headline, call-to-action, and key benefits. Arrange these elements in a way that naturally guides visitors' attention, starting with the most critical.
• Focus on Mobile DesignTest your page on various screen sizes to ensure everything looks and works well. Adjust text sizes, spacing, and layouts for easy readability on smaller screens.
• Establish a Testing ProcessAfter making changes, assess their effectiveness. Use a structured testing approach to track metrics like bounce rate, time on page, and conversions. Tools like heatmaps can help you understand user behavior. Tweak one element at a time to see what works best.

Keep refining based on your findings to create a more effective landing page.

Related Blog Posts

• 7 Google Ads Optimization Tips for eCommerce ROI
• YouTube Ad Formats: Choosing the Right Type for Sales
• Q&A: Top Google Ads Performance Issues Solved
• Checklist for Running A/B Tests on Google Ads