Upon clicking an ad, the landing page is the page that is immediately displayed to the user.
The heading together with an image or a graphic are primarily noticed by your potential customers. Clarity, simplicity and concision are essential here. You need to grab the user's attention by having a unique landing page that stands out from the crowd.
Ideally, the user should not be flooded with information but be motivated to interact with your landing page. If your landing page fulfills these criteria and is built with high quality, you can improve your quality score.