ads-landing

# Landing Page Quality for Ad Campaigns ## Process 1. Collect landing page URLs from active ad campaigns 2. Read `ads/references/benchmarks.md` for conversion rate benchmarks 3. Read `ads/references/conversion-tracking.md` for pixel/tag verification 4. Assess each landing page for ad-specific quality factors 5. Score landing pages and identify improvement opportunities 6. 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 | | INP | <200ms | 200-500ms | >500ms | | 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