Landing page
A landing page is the destination a visitor reaches after clicking an ad. Its conversion rate multiplies everything upstream — the same traffic on a page converting at 2.5% versus 2.0% is a 25% budget difference.
Paid media teams optimize auctions measured in cents while landing pages leak dollars: message mismatch between ad and page, slow loads, and friction-heavy forms waste traffic that was expensive to win. Landing page experience also feeds Google’s Quality Score, so weak pages raise CPCs on top of wasting clicks.
The highest-yield practice is message match — the page’s headline should continue the ad’s promise, not restart the conversation.
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