We analyzed 2,201 landing pages across 54 industries. Here are the 382 worth stealing from.

What the winners do that the losers do not

I read 2,201 landing pages by hand, one industry at a time, every one of them running behind a real Google Ads campaign. Then I sorted them: 382 worth stealing from, 174 that waste the click, and 126 that could go either way.

The winners are not the prettiest pages. They are the ones that answer the ad. Across every line I picked out to steal, the same six moves keep coming back:

• A price on the page. Real numbers, or a range with its limits printed under it. The losers make you call to find out.
• A phone number that is a button. In the header, on every screen, and on mobile it dials.
• Reviews that name a town. A star rating with its count, and a reviewer from somewhere the visitor recognises.
• A headline that repeats the ad. The search, the ad and the first line of the page all say the same thing.
• A form on the first screen. Short, with the one question that changes the price asked first.
• Photos of the actual people. The team, the truck, the office. Stock photos read as a call centre.

Pick your industry below. Each page shows the eight best with the lines to copy, the ones that waste money and why, and a checklist to run against your own page.