Do you always need to have a custom landing page with a Google Ads campaign or can I just send them to a page on my website?
You can send them to any page on your website, but that's usually not a good idea. The reason is that many websites have a lot of distractions that could lead visitors off the path you want them to take.
If you're paying Google per click (often heftily, I might add), then you want to maximize your chances of getting them to take action. Study after study (and my own results) show that a dedicated landing page performs better than a page on your site.
But you might find that your results vary, or that your site has minimized distractions and converts well.
Enroll in our Google Ads Certification (PPC Course) to learn how to run profitable PPC Campaigns.