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. Use a real test inquiry to check delivery and follow-up.
Distinguish views, engaged visits, attributed actions, and direct inquiries. State the attribution window and avoid treating every view as buying intent. Keep reporting focused on decisions the business can make.
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. Ask customer-facing staff whether the inquiries fit the offer.
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