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. Check what happens after the customer clicks, submits, or calls.
Distinguish views, engaged visits, attributed actions, and direct inquiries. State the attribution window and avoid treating every view as buying intent. Use the same definitions when comparing reporting periods.
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. Look at what happened after the initial visit or interaction.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities