Match the page to the advertisement
Repeat the campaign's offer, audience and location on the landing page. Remove unrelated navigation, show the promised proof and keep one primary conversion action.
Measure the whole lead path
Track consented form submissions and calls, preserve campaign parameters and connect leads with outcomes. Optimising only for clicks can reward cheap but irrelevant traffic.
Frequently asked questions
Should Google and Facebook use the same landing page?
Only if the audience, promise and level of awareness are similar. Search traffic often needs direct answers; social traffic may need more context and proof.
What makes a form convert better?
Ask only what is needed for the next response, explain what happens next and make validation clear on mobile.