Should we have video on landing pages from paid ads?

Why should paid landing pages use video in the first place?

Paid traffic is expensive, competitive, and unforgiving. When visitors land on a page after clicking an ad, you have only a few seconds to confirm that they’re in the right place and to build enough clarity or trust for them to take action. Studies from Google and Meta consistently show that landing-page clarity and load time have the largest impact on conversion rate, and that buyers scan rather than read.

Video can deliver clarity faster than text by showing what the product does and why it matters in under 30–60 seconds. According to Wyzowl (2024), 73% of buyers prefer short video over text when learning about a product. For paid landing pages, this preference matters even more because visitors arrive with low patience and high intent—they want answers, not exploration.

When used thoughtfully, video reduces bounce rates, increases comprehension, and reinforces message match with the ad that drove the click.

What types of videos work best on paid landing pages?

The key is speed and relevance. Visitors coming from ads don’t want the full brand story; they want the promise from the ad expanded into a simple, concrete explanation. The best-performing videos on paid landing pages are short, direct, and tightly aligned with the messaging that got them to click in the first place.

High-impact formats include:

• Short explainer (20–40 seconds): Clear value prop + what it does + who it’s for.
• Micro-demo (30–60 seconds): One or two workflows that illustrate the promise of the ad.
• Proof snapshot (20–40 seconds): Customer quote or quick win relevant to the campaign.
• Interactive teaser: A brief clip followed by simple branching (“See how it works” vs “See results”).

These formats help visitors self-qualify while reinforcing the narrative they expect from the ad. They also make your landing page feel more human and differentiated from competitors relying on long text blocks alone.

Where should the video sit on the landing page?

Placement is crucial. If video sits too low, visitors won’t see it; too high and it might pull attention away from your CTA. The best placement is just below the headline and value proposition, supporting—not replacing—the core message.

Best practices for placement include:

• Above the fold: Place it near the top so visitors immediately understand context.
• Next to the form or CTA: Reinforces trust and clarity at the moment of conversion.
• With a clear label: Use text like “See how it works in 30 seconds” to encourage engagement.

Always use click-to-play, not autoplay. Autoplay often reduces conversion by surprising visitors or slowing load time, especially on mobile.

How do we ensure the video improves conversion, not hurts it?

Video should accelerate the user journey—not slow it down. The biggest risk on paid landing pages is that video distracts from conversion or introduces friction (e.g., slow loading, irrelevant content, too much detail). That’s why testing and tight scoping matter.

Guidelines for high-converting video include:

• Keep it under 60 seconds: Paid visitors won’t watch long content.
• Make the first 5 seconds count: Reaffirm the ad’s message instantly.
• Prioritise clarity over creativity: This is not the place for cinematic brand videos.
• End with a CTA in the video: Reinforces the action you want.

Measure impact through A/B tests on conversion rate, time on page, and scroll depth. A good video will reduce bounce and increase CTA engagement.

How does interactive video elevate paid landing pages?

Interactive video offers something static pages can’t: the ability to personalise instantly based on visitor intent. Paid campaigns often target multiple personas or industries using the same landing page, which can make messaging feel diluted. Interactive video fixes this by routing visitors into tailored paths without overwhelming the page with multiple sections.

Examples include:

• Role-based paths: “I’m in Marketing” vs “I’m in RevOps.”
• Problem-based paths: “Show me how to increase conversions” vs “Show me how to improve pipeline quality.”
• Use-case paths: “See the demo” vs “See customer proof.”

This creates an ultra-relevant experience while keeping the landing page clean. It also generates rich, anonymous intent data that helps you refine your campaign targeting and messaging.

For high-cost clicks—search, LinkedIn, retargeting—interactive video can significantly increase ROI by helping visitors find the most relevant reasons to convert.

FAQ

Will video slow down our landing page?

Not if implemented with async loading and a lightweight player. Avoid autoplay and large file sizes to protect speed.

Should we use the same video across campaigns?

Use similar structure, but tailor intros or examples to match each campaign’s promise for better message match.

Do videos replace landing-page copy?

No. Video enhances clarity, but clear headlines and supporting text are still essential for quick scanning.

Does interactive video work on landing pages?

Yes—especially when targeting multiple roles or use cases. It allows instant personalisation without cluttering the page.