How to Align Advertising With Landing Pages

Ever see those Meta ads with insane CTRs but zero conversions? I see this pattern all the time when auditing accounts: ✨ 2.5%+ CTR ❌ 0.2% conversion rate 🚨 Skyrocketing CPAs Here's what's actually happening: Your ad creative is pulling people in, but the landing page experience is letting them down. Common reasons I see: 1. Message mismatch - Ad promises one thing - Landing page talks about something else - Trust breaks instantly 2. Value proposition disconnect - Ad shows an exciting solution - Landing page doesn't reinforce the same benefits - Visitors get confused and bounce 3. Visual inconsistency - Ad uses engaging creative - Landing page looks completely different - People think they clicked the wrong thing How to fix this: → Align your ad messaging with landing page copy → Test your full journey as a customer would → Keep the same tone of voice throughout → Use similar visuals and design elements → Maintain consistent pricing and offers Remember: A high CTR just means your ad is clickable. But conversion happens when your entire funnel tells the same story. Focus less on clever hooks, more on message consistency. That's how you turn those clicks into customers.

I studied over 12,000+ ads this year... These are the only 'perfect' ones I came across. They all share the same 3 elements. After looking at our top performing ads I noticed they share these elements too. - Offer Pricing - #1  Avatar USP - Exact LP Alignment Here’s the breakdown of each so you can capitalize on them and decrease CPAs by 20-30% with ease. 1) Offer Pricing - - Specific $$ or % savings - Shows what's included - Bundles products Why this works -> The viewer get's their questions about "what's included" immediately answered. 2) #1 Avatar USP - - Most important audience specific USP at top of lander - Copy that ads content to this USP - Focus on 1 main point Why this works -> Getting the first purchase is all about focus.  Keep it on the #1 thing. 3) Exact LP Alignment - LP Repeats Ads Text including: - $$ or % savings - Avatar specific USP - Subtitle text on ads Why this works -> Buyers are looking for mis-alignment to click away, don't give them any. Now we always test ads that include these elements. This examples below shows these 'perfect' ads examples and their landing pages (so you can copy these elements). By using this framework, you'll be able to: - Test faster with less $$ - Decrease CPAs - Confidently structure landing pages 📌 Save this one.

I increased conversion rates by 71% for a wellness brand in 2 weeks by optimizing ‘the 3 C’s’ of a landing page. At the end of the day, even if you have really strong data and a high performing creative… If you’re not optimizing the web experience (especially on mobile) your conversion rates aren’t going to look very impressive. We’ve helped guide 100’s of our clients from a CRO perspective on what to do as far as their mobile web experience. These are the 3 most important things to think about when it comes to optimizing this component of the user journey: 1️⃣ Continuity Think about the landing page as an extension of the ad content. You absolutely have to make it a priority that there is continuity between the two. They clicked on your ad because they were interested in the exact content of the ad. So if everything looks, feels, and sounds different when they get to the landing page, they’re going to get confused and click off as fast as they can reach their cursor to the X button. Capitalize on their interest by keeping every variable consistent. 2️⃣ Content Like I mentioned previously, the user clicked on the ad because they were interested in hearing more. That’s why making sure your landing page has every single piece of information there is to know about the service is crucial. You don’t want to give them any reason to NOT convert. So: - Handle every objection - Highlight every benefit/feature - Make sure they understand everything about the process. 3️⃣ Call to action Make it easy for the consumer to progress on the page. You’d be surprised by how many people screw this up. They have a bunch of interested people visit the landing page, ready to buy… Just for them to click off because the CTA wasn’t clear enough. Tell them exactly what to do, and where to go if they want to proceed with the purchase. If you can really nail these 3 when it comes to this step in the customer journey, you’re going to convert a lot more of that traffic that you worked so hard to get with your ads. Again, the three C’s of landing pages: 1️⃣ Continuity 2️⃣ Content 3️⃣ Call to action Remember them and watch your conversion rate skyrocket.

Why your PPC agency might be accidentally killing your conversions A client called me last week in a panic. Their revenue had dropped 12% month-over-month, and they couldn't figure out what went wrong. As a conversion rate optimization agency, we don't typically handle PPC. But when revenue drops that dramatically, you have to look upstream. What we discovered was fascinating. Their PPC agency had been making gradual improvements to their ad copy over several months. New messaging, better offers, more compelling headlines. All good changes that should have improved performance. But there was one problem. Nobody updated the landing pages. So imagine this: A prospect sees an ad promising "new and exciting options" for their business. They click through, interested and ready to learn more. But the landing page they arrive on is still talking about the old offering from six months ago. The disconnect is jarring. Say goodbye to the trust. This visitor bounces. This wasn't malicious or even careless. The PPC agency was doing their job… optimizing ads for better performance. But overtime they had taken their eye off the ball a little bit. We said we’d jump in and fix the issue. We updated every landing page to match the current ad messaging. Then we created a communication bridge between our team and their PPC agency. Now when ads change, landing pages change too. The result? Revenue bounced within weeks. The lesson isn't that PPC agencies are bad at their jobs. Most are excellent, and this one was too. But when you're managing dozens of clients and hundreds of campaigns, it's easy for these alignment issues to slip through the cracks. Your customers don't care about your internal processes. They just want a consistent experience from the moment they see your ad to the moment they convert. It’s that simple. - PS, want a complimentary CRO site audit from a company who has generated over $1 BILLION dollars for clients like Google, American Express, Facebook and Costco? Link in the comments. #SiteTuners