Why landing pages matter
Sending paid traffic to a generic page wastes the match between the ad and the click. A landing page continues the exact promise the visitor clicked, which is what the spend was for.
What a strong landing page includes
- A headline that mirrors the ad’s promise
- One call to action, repeated, with nothing competing
- Proof: reviews, ratings, testimonials, guarantees
- Fast load and a layout that works on mobile first
Questions
Landing page or product page for ads?
Product pages carry full context and navigation; landing pages carry focus. For cold traffic and specific offers, focus usually wins, and testing settles it per campaign.
How many landing pages does a store need?
One per distinct promise. A single page stretched across unrelated campaigns matches none of them well.