--- title: "PPC Landing Page Statistics: 72% Keep the Full Site Menu" url: https://www.suffdigital.com/resources/data-studies/ad-landing-pages-navigation-menu description: "PPC landing page statistics from 832 search ads: 72% of landing pages keep the full website menu, and only 16% are cut to under 5 links. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fad-landing-pages-navigation-menu&text=72%25%20of%20Search%20Ad%20Landing%20Pages%20Keep%20the%20Full%20Website%20Navigation%20Menu Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fad-landing-pages-navigation-menu Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fad-landing-pages-navigation-menu Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fad-landing-pages-navigation-menu&title=72%25%20of%20Search%20Ad%20Landing%20Pages%20Keep%20the%20Full%20Website%20Navigation%20Menu **72%** of the landing pages that search ads send people to keep the full website menu, with 10 or more links to other pages on the site. 16% are stripped down to fewer than 5 links, the focused page that landing page advice recommends. Analysis of 832 ad landing pages · search ads on Microsoft Bing and the pages they link to, September 2026 ## Key Findings 1. 1. **72%** of search ad landing pages have 10 or more links to other pages on the same website, the footprint of a full site menu. Copy stat 2. 2. **16%** of search ad landing pages have fewer than 5 links to other pages on the site, the mark of a focused page built for the ad. Copy stat 3. 3. The typical search ad landing page has **35** links to other pages on the same website, and the average is 65. Copy stat 4. 4. **15%** of search ads send people straight to a homepage, and 79% of those homepages keep the full navigation menu. Copy stat 5. 5. **63%** of search ad landing pages with 300 words or fewer still carry 10 or more links to other pages on the site. Copy stat ## Summary A business pays for a click on its search ad. The visitor lands on a page with a menu across the top: About, Services, Blog, Careers, Locations, Contact. The offer that made them click is somewhere below, but so are a dozen other places to go. They open the blog, read for a minute and close the tab. The business paid for a visit that never reached the offer. A landing page is the page an ad sends people to. The standard advice for paid traffic is to build a page for the ad and remove the site menu, so the visitor has one thing to do: call, book, buy or fill in the form. Every extra link is a way off the page before the visitor acts, and on paid traffic each of those exits was bought. Most advertisers do not follow the advice. **72%** of search ad landing pages keep the full website menu, and one ad in seven points at a homepage. 16% of landing pages are stripped down to fewer than 5 links, which means most advertisers still have the simplest landing page test left to run. ## What we measured In September 2026 we collected search ads shown on Microsoft Bing and visited the page each ad links to. We kept 832 landing pages that loaded and had more than 50 words of content. For each page we counted the internal links, recorded the word count and noted whether the ad pointed at the website's homepage or a page deeper in the site. An internal link is a link to another page on the same website, such as the items in a navigation menu or footer. A page with 10 or more internal links counts as keeping its site navigation, because a standard menu and footer alone add that many. A page with fewer than 5 counts as stripped down. The median is the middle page: half have more links, half have fewer. ## Most ad landing pages keep the full menu 72% of search ad landing pages have 10 or more links to other pages on the same website. These are not lightly trimmed pages. The largest single group, 24.9% of landing pages, has 50 to 99 internal links, and 15.9% have 100 or more. The median landing page has 35 internal links and the average is 65. Pages like these are ordinary website pages with an ad pointed at them, not pages built for the ad. Share of ad landing pages by internal links on the page 0 0.6% 1 to 4 15.7% 5 to 9 11.4% 10 to 19 11.4% 20 to 49 20.1% 50 to 99 24.9% 100 or more 15.9% Source: Suff Digital analysis of 832 ad landing pages · search ads on Microsoft Bing and the pages they link to, September 2026 At the other end, 5 landing pages have no internal links at all and 131 have between 1 and 4. Together they make up the 16% that look purpose-built: a headline, the offer, proof and one call to action, with nothing to wander off to. That is the format most landing page guides recommend, and it is the minority of what advertisers actually run. ## One search ad in seven goes to a homepage 124 ads, 15% of the total, send people straight to a homepage, the page with the most links on most websites. 79% of those homepages keep the full navigation, with a median of 43.5 internal links. A visitor who clicked an ad for one service arrives on a page built to introduce the whole business. Sending traffic deeper into the site helps only a little. Of the 708 ads that point to an inner page, such as a service or product page, 71% still keep the menu, with a median of 33 internal links. The destination changes, but the page design stays the same as the rest of the site. ## Short landing pages keep the menu too Longer pages carry more links: 81% of landing pages over 1,500 words have 10 or more internal links, with a median of 55. But even short pages keep the menu. 63% of landing pages with 300 words or fewer carry 10 or more internal links, with a median of 21.5, so a page with little to say still gives the visitor a full set of exits. Pages with 10 or more internal links by landing page length 300 words or fewer 63% 301 to 800 words 68% 801 to 1,500 words 76% Over 1,500 words 81% A short page is where the menu costs the most. With little content to hold attention, the links in the header and footer become a large share of what the visitor can click, and the offer competes with every other page on the site. ## What this means for advertisers If your ads send traffic to your homepage or a standard service page, you are in the majority, and you are giving each paid visitor dozens of ways to leave. Build one landing page per main ad group, matched to the search and the ad's promise. Cut the header down to your logo and phone number, remove the footer menu, and keep one clear call to action repeated down the page. Then test it. Split the same ads and budget between your current page and the stripped-down version, and compare leads or sales per click, not time on page. Most advertisers have not run this test, so the page that wins it gives you an edge over competitors bidding on the same searches. If you run several ad groups, the work adds up quickly. Our landing page optimization services (https://www.suffdigital.com/services/cro/landing-page-optimization) build focused pages for each ad group and test them against the pages you run today. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: 72% of Search Ad Landing Pages Keep the Full Website Navigation Menu - Suff Digital

## Cite this study APA Suff Digital. (2026). 72% of Search Ad Landing Pages Keep the Full Website Navigation Menu. https://www.suffdigital.com/resources/data-studies/ad-landing-pages-navigation-menu Plain link 72% of Search Ad Landing Pages Keep the Full Website Navigation Menu - Suff Digital - https://www.suffdigital.com/resources/data-studies/ad-landing-pages-navigation-menu ## Frequently asked questions ### What percentage of ad landing pages keep the navigation menu? ### How many search ads send traffic to a homepage? ### How many links does a typical ad landing page have? ### Should a landing page have a navigation menu? ## Related studies - CRO 35.4% of Small Business Homepages Have No Book, Call or Quote Button on the First Screen: https://www.suffdigital.com/resources/data-studies/homepages-no-cta-above-fold - CRO 68.1% of Small Business Websites Have No Contact Form on Their Main Pages: https://www.suffdigital.com/resources/data-studies/contact-form-field-count - CRO Only 3.2% of Websites Run an A/B Testing Tool on Their Homepage: https://www.suffdigital.com/resources/data-studies/ab-testing-tool-adoption - CRO 42.1% of Local Business Homepages Have No Tap-to-Call Link for Mobile Visitors: https://www.suffdigital.com/resources/data-studies/local-business-tap-to-call-links ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity 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