Homepages are a poor destination for ad traffic
A homepage has to serve everyone. An ad has already told you exactly what the visitor wants. Sending them somewhere generic throws that information away and asks them to navigate.
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Paid Ads
Why Your Paid Ads Need a Better Landing Page
Buying clicks is straightforward. Turning them into booked work is where most budgets quietly fail, and the fix is nearly always on the page rather than in the campaign.
Match the promise word for word
If the ad says emergency hot water repair, the page headline should say emergency hot water repair. Any mismatch reads as a bait and switch and pushes people straight back to the results page.
Remove the exits
A landing page does not need your full navigation. Fewer routes off the page means more attention on the one action you are paying for.
Measure enquiries, not clicks
Click-through rate tells you the ad is interesting. Cost per booked job tells you whether the money worked. Only the second one belongs on your dashboard.
Key takeaways
- Send ad traffic to a dedicated page, not the homepage.
- Mirror the ad's promise in the headline.
- Strip navigation and competing links.
- Track cost per enquiry and per booked job.
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If you're serious about growing past word of mouth, I'd love to hear about your business.