Landing pages are of great importance in digital advertising. Their main goal is to achieve conversions from visitors. The purpose and goal of this paper is to point out their importance in digital advertising. The mentioned will be accomplished by defining the term, introducing its key elements to successfully identify it, presenting services for its development as well as metrics for measuring the success of marketing campaigns using it, and its application on social networks, Facebook and Instagram. For the purposes of this paper, secondary research methods were used, namely, data that has already been researched and published. Since this study is about digital marketing, a branch of marketing that is rapidly being modified and supplemented, mostly Internet sources are used because books on this branch of marketing and the topic of the paper contain information that becomes obsolete very quickly. The advantages of digital advertising over traditional are significant, and landing pages as one of the methods of digital advertising play a very important role in creating marketing campaigns. They are personalized, very concise and simple, visually appealing and require minimal effort from visitors when entering the necessary data into the form. For example, after entering just an e-mail address in the form on the landing page, the visitor receives a personalized e-mail with an offer, additional benefits such as discount coupons and similar prizes. The development of digital platforms and tools has simplified the creation of landing pages, so even beginners can easily and quickly use them and they have a really large number of services to choose from. Advertising landing pages is possible through ads on social networks that are extremely popular among users and offer many opportunities.