In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement. The page will usually display sales copy that is a logical extension of the advertisement or link.

In pay per click (PPC) campaigns the landing page becomes customized to enhance the effectiveness of different advertisements. By studying metrics or analytics of the linking URL, marketers can compare the click-through rates and Conversion rate to determine the most profitable advertisement.