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. Try the main customer task on a phone before signing off.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Record the starting conditions so comparisons remain fair.
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. Check the main customer path before judging the channel alone.
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. Check whether customers received the information they needed to continue.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities