Service 03 / Websites
Your ads are working. Your landing page isn't.
If your cost per lead keeps climbing and your ad manager says the account is fine, the account probably is fine. The problem is usually what happens after the click.
The friction
Where the money actually goes
Your ads point at your homepage
Someone searches for one specific thing, clicks, and lands on a page about your company and six services. They wanted one thing. Now they have to find it.
The form asks for too much
Every field you add costs you submissions. A cold visitor who clicked ninety seconds ago will not fill in twelve fields or choose a budget range.
The phone number isn't tappable
On mobile, where most of this traffic is, a number that is not a link is a dead end.
The page is slow
This costs twice. Visitors leave, and Google charges you more; landing page experience feeds Quality Score, and a lower Quality Score means a higher cost per click for the same position.
You're counting the wrong conversions
If a page view or a phone tap that never connected is counted as a conversion, the algorithm optimises toward the wrong thing; and it gets very good at producing more of it.
The scope
What a landing page from us includes
Defined before work starts. Documented when we hand it over.
- 01A page per campaign or service, matched to what the ad promised
- 02One offer, one action. No navigation menu competing for the click
- 03A short form; name, phone, website or address, and what they need
- 04Tap-to-call fixed on mobile, visible without scrolling
- 05Speed as a requirement, not an aspiration; measured before launch
- 06Conversion tracking verified before you spend, not diagnosed after
- 07Call tracking so a phone lead is attributed like a form lead
- 08Proof placed where the objection happens, not in a slider at the bottom
How we think about it
Message match, and why it does most of the work
The single biggest gain is usually the least technical: the headline on the page should say what the ad said.
Someone who searches "flat roof repair" and clicks an ad about flat roof repair should land on a page whose first line is about flat roof repair. Not "Quality Roofing Since 2009."
It sounds obvious. It is also the most common thing missing, because most accounts point every ad group at one page.
Google scores landing page experience as part of Quality Score, and Quality Score affects what you pay per click. A slow page means paying more for the same position, indefinitely. We build these static, which is why they load the way they do.
The connected system
Where this sits in the system
- 01
Website
You are here - 02
Visibility
- 03
Tracking
- 04
Follow-up
No lock-in
You own it.
Your ad account, your billing, your landing pages, your tracking configuration, your call data. Stop working with us and every part of it keeps running.
Related
Questions
Do I need to pause my campaigns while you do this?
No. We build the new page alongside what is running, verify tracking on it, then switch traffic over. Nothing goes dark.
How do I know it's the website and not the ads?
That is what the audit answers. If your click-through rate is healthy and your conversion rate is low, the problem is after the click. If nobody is clicking, it is the ads; and we will tell you that, because it is not the work we are proposing here.
Can you work with my current ads manager?
Yes, and it is often the right arrangement. They run the account, we handle the page and the tracking. It removes the argument about whose fault it is, because the tracking makes it answerable.
How many landing pages do I need?
Usually one per service you advertise, sometimes one per campaign. Not one per keyword; that produces dozens of thin pages nobody maintains.
What if my tracking is already set up?
We check it. It is frequently wrong in ways that are not obvious from inside the Ads interface, which is why the audit starts there.
Start a project
Send us the campaign and the page.
We'll tell you where the money is going and what we'd change; whether or not you hire us.