Check the message and destination together
The landing page should explain the offer a customer saw in the ad. Review relevance, contact steps, and availability before assuming that more clicks will solve a weak response rate. Test the important customer action before publishing a change.
Separate planning, production, management, and placement costs. Report actual delivery and defined outcomes together. Check recurring charges as well as the initial project fee.
Traffic quality
Review available search terms, audience signals, locations, and placements. Exclude clearly unsuitable traffic and document the reasons rather than making broad cuts from one poor result. Look at what happened after the initial visit or interaction.
Carry the offer and expectation from the advertisement to the destination. A generic homepage may make a visitor work too hard to find the advertised service. Review the destination and response process alongside the campaign.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities