What it means for your advertising
Your ad makes a promise and the landing page has to keep it. An ad about office coffee should land on a page about office coffee, with a clear way to enquire.
Most conversions happen here, so the page's speed, clarity and form decide much of what your clicks are worth. A page that loads slowly on a phone loses people before they read a word.
An example
Java Roasters sends its office coffee ads to a page with a price guide, three client logos and a short enquiry form. 10 of the 240 people who land there enquire.
Java Roasters is a fictional business, and its figures are illustrative.
How we handle it
We review your landing pages before launch and tell you which need work before your budget goes live. While the campaign runs, we use what its results show us to suggest further improvements. How it works explains where that fits in building a campaign.