A page per main service and, where it makes sense, per city or service area, with useful, unique content, serves SEO and ads. AI Max, which Google has migrated since 1 September (Search Engine Land), uses landing page content and may expand the final URL; clear, specific pages improve matching with intent. Avoid duplicate pages with the city swapped, valueless “doorway pages” and promises the page doesn’t keep. Each page should have proposals, proof, reference prices, FAQs and contacts. Measure per page: traffic, conversions and quality.
Why a page structure matters
Whoever searches “electrician in Faro” wants a page about an electrician in Faro, not a generic services page. Specific pages answer intent better, convert more and give Google clear signals. For ads, they link the search to the right page; for SEO, they cover local searches.
A good structure prevents all searches from landing on the home page.
When pages by city make sense
It makes sense if you provide service in several cities and have something real to say in each: local team, cases, own prices or deadlines, area reviews. It doesn’t make sense to create 100 pages with just the city name. If you operate in only one area, a good service page and one for the operating area suffice.
The rule is: if the page doesn’t help a person in that city, don’t create it.
Service and city page
- Title with service and city
- Proposal, who it’s for and how it works
- Reference prices and deadlines
- Proof: local reviews and authorised cases
- FAQs, map and contacts
- Call to action and short form
Service and city page template
Title with service and city; proposal summary; who it’s for and not for; how it works (steps); reference prices or ranges; deadlines; proof (local reviews, cases with authorisation, certifications); FAQs; map and contacts; call to action and short form. All in natural European Portuguese and with HTTPS.
A common template, with own content on each page.
What to avoid: duplication and doorway pages
Identical pages with the city name swapped are low-value duplicate content, and may harm SEO and experience. So-called “doorway pages” exist just to capture searches and lead to a generic page. Also avoid AI-generated text without review, which repeats phrases and makes Portuguese or factual mistakes.
A disappointed user doesn’t convert, and Google notices.
If the page doesn't help a person in that city, don't create it.
Ads and AI Max: the page as engine
According to Search Engine Land, Google migrates eligible campaigns to AI Max, which uses landing page content and may expand the final URL. Clear, specific pages help the system link the search to the right page; vague pages or several on the same topic cause mismatches. Define URL exclusions when necessary and review where AI Max sends traffic.
The page is part of the ads’ delivery system.
Languages: Portuguese and English
If you serve English-speaking customers, create versions in that language for the relevant services, with adapted content and the language indicated in code (hreflang). Campaign-level language targeting was removed from Search at the end of September, according to Relevant Audience’s compilation, so separation by keywords, ads and pages gains importance. Google Ads’ translation tool (PPC News Feed) can help start, with review.
Unreviewed machine translation can cost credibility.
Measuring per page
For each page, track organic and paid visits, conversion rate, lead quality and sales. Identify pages that receive traffic and don’t convert (improve or merge) and pages that convert well (reinforce). Use parameters and dedicated numbers. Review quarterly and remove pages without value.
What is measured improves; what isn’t accumulates.
Summary and questions for your manager
Summary: one page per service and, if it makes sense, per city, with useful, unique content; no duplication or doorway pages; good ad and AI Max destinations; measurement per page. Questions: what pages do we have by service and city? Is any content duplicated? Where does AI Max send traffic? Which pages convert?
If you want to plan your site’s page structure by service and city, I can help design the map and templates.
An illustrative example of an air-conditioning company
An air-conditioning company with teams in Lisbon, Setúbal and Cascais creates three area pages with own content: travel times, examples of local installations (with authorisation), reference prices by apartment type and FAQs about condominiums. The example is hypothetical. It uses each page as the destination for the respective area’s ads, and sees quote request rate rise.
Each area’s own content is what distinguishes it from a copy.
Frequently asked questions
How many city pages should I have?
Only cities where you provide service and have something real to say. Don’t create pages with just the city name.
Does AI Max use page content?
Yes, according to Search Engine Land, it uses the landing page and may expand the final URL. Review where it sends traffic.
Can I use AI to write the pages?
As a draft, with careful review in European Portuguese and of facts. Unreviewed text repeats and errs.
Sources consulted
Keep reading
- Online reputation: how to ask for, respond to and measure reviews on Google and other platforms, and why ads highlight them
- Bilingual PT-EN site with hreflang: how to structure European Portuguese and English versions for ads and SEO in Portugal
- 10 PPC myths in 2026 debunked with sources: AI that handles everything, benchmarks as targets, “first place” and others