Design of your page or some visual impressions we can have when we land on-page is not something that is so important in terms of landing page experience how Google sees it. But the page load is. So try to make it a little bit better, that's the first thing. The relevance of your ad is important, as we know it, and this leads us to the fact which keywords you are using, how CTR is good, what people are expecting and what Google sees that people are expecting when they are typing some keywords depending on data they have from search history. How Google sees your mobile version etc. Maybe is not bad to check your competitors, to try to decrease your loading time and with some tools (as Seolyze or similar) for example you can check all terms that competitors have on their pages so you can rewrite your landing in some parts and reevaluate keywords you are using, search intention they have in your funnel and possible expectation from the user after a click. This way possible you may improve some things regarding this metric.
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