Landing Page Quality for Ad Campaigns
Process
- Collect landing page URLs from active ad campaigns
- Read
ads/references/benchmarks.md for conversion rate benchmarks
- Read
ads/references/conversion-tracking.md for pixel/tag verification
- Assess each landing page for ad-specific quality factors
- Score landing pages and identify improvement opportunities
- Generate recommendations prioritized by conversion impact
Message Match Assessment
The #1 landing page issue in ad campaigns: does the page match the ad?
What to Check
- Headline match: landing page H1 reflects ad copy headline/keyword
- Offer match: promoted offer (price, discount, trial) is visible above fold
- CTA match: landing page CTA matches ad's promised action
- Visual match: consistent imagery between ad creative and page
- Keyword match: search keyword appears naturally in page content
Message Match Scoring
| Level |
Description |
Score |
| Exact match |
Headline, offer, CTA all align perfectly |
100% |
| Partial match |
Headline matches but offer/CTA differs |
60% |
| Weak match |
Generic page, loosely related to ad |
30% |
| Mismatch |
Page content doesn't reflect ad promise |
0% |
Page Speed Assessment
Slow pages kill conversion rates. For every 1s delay, CVR drops ~7%.
Thresholds (Ad Landing Pages)
| Metric |
Pass |
Warning |
Fail |
| LCP |
<2.5s |
2.5-4.0s |
>4.0s |
| FID/INP |
<100ms |
100-200ms |
>200ms |
| CLS |
<0.1 |
0.1-0.25 |
>0.25 |
| Time to Interactive |
<3.0s |
3.0-5.0s |
>5.0s |
| Page weight |
<2MB |
2-5MB |
>5MB |
Common Speed Issues in Ad Pages
- Hero images not compressed (use WebP/AVIF)
- Too many third-party scripts (chat widgets, analytics, heatmaps)
- Render-blocking CSS/JS above fold
- No lazy loading for below-fold content
- Font files not preloaded
Mobile Experience
75%+ of ad clicks come from mobile. Mobile experience is critical.
Mobile Checklist
- Tap targets: ≥48x48px with ≥8px spacing
- Font size: ≥16px body text (no pinch-to-zoom needed)
- Form fields: properly sized, keyboard type matches input (email, phone, number)
- CTA button: full-width on mobile, visible without scrolling
- No horizontal scroll
- Images responsive and properly sized
- Phone number clickable (tel: link)
- No interstitials or popups blocking content on load
Trust Signals
Above-the-Fold Trust Elements
- Company logo visible
- Social proof (customer count, reviews, ratings)
- Security badges (SSL, payment security, guarantees)
- Recognizable client logos (B2B)
- Star ratings or testimonial snippet
Below-the-Fold Trust Elements
- Full testimonials with names, photos, companies
- Case study highlights with specific metrics
- Certifications, awards, accreditations
- Privacy policy link
- Physical address/phone number (local service businesses)
Form Optimization
Form Length Impact on CVR
| Fields |
Expected CVR Impact |
Use Case |
| 1-3 fields |
Highest CVR |
Top-of-funnel, free offer |
| 4-5 fields |
Moderate CVR |
Mid-funnel, qualified leads |
| 6-8 fields |
Lower CVR |
Bottom-funnel, sales-ready |
| 9+ fields |
Lowest CVR |
Only for high-value offers |
Form Best Practices
- Pre-fill fields where possible (UTM data, known info)
- Use multi-step forms for 5+ fields (progressive disclosure)
- Show progress indicator on multi-step forms
- Inline validation (don't wait until submit to show errors)
- Error messages are clear and helpful
- Submit button text is specific ("Get My Free Quote" not "Submit")
- Thank you page has clear next steps
Ad-Specific Landing Page Elements
UTM Parameter Handling
- UTM parameters captured and stored (for attribution)
- Click IDs preserved: gclid (Google), fbclid (Meta), ttclid (TikTok), msclkid (Microsoft)
- Parameters passed to form submissions or CRM
Dynamic Content
- Dynamic keyword insertion in headline (Google Ads feature)
- Location-specific content for geo-targeted campaigns
- Audience-specific messaging (different pages for different segments)
- A/B testing active on key elements (headline, CTA, hero image)
Conversion Tracking
- Thank you page/event fires correctly for all platforms
- Form submission triggers conversion event
- Phone call tracking configured (if applicable)
- Chat/live agent triggers tracked as micro-conversions
Landing Page Quality by Platform
| Platform |
Key Requirement |
Notes |
| Google |
QS component: landing page experience |
Directly affects ad rank and CPC |
| Meta |
Page load speed critical |
Slow pages = Meta penalizes delivery |
| LinkedIn |
Professional, B2B appropriate |
Match LinkedIn's professional context |
| TikTok |
Mobile-first mandatory |
95%+ TikTok traffic is mobile |
| Microsoft |
Desktop-optimized matters more |
Higher desktop % than other platforms |
Output
Landing Page Assessment
Landing Page Health
Message Match: ████████░░ XX/100
Page Speed: ██████████ XX/100
Mobile: ███████░░░ XX/100
Trust Signals: █████░░░░░ XX/100
Form Quality: ████████░░ XX/100
Deliverables
LANDING-PAGE-REPORT.md: Per-page assessment with scores- Message match analysis per ad-to-page combination
- Page speed improvement priorities
- Mobile experience fixes
- Form optimization recommendations
- Quick Wins sorted by conversion impact
