Does your landing page keep the promise your ad makes?
A simple message-match review, from the search someone makes to the enquiry they send.
An advertisement starts a conversation. The page it leads to needs to continue that same conversation. A visitor should not have to work out whether they have arrived in the right place.
Put the journey side by side
Write down the search or audience you are targeting, the ad headline, the landing-page headline and the primary action. Read those four items in order. Do they describe the same service, area and next step?
For an illustrative example, an ad about garden tidy-ups in a particular suburb should lead to a page that explains that service and its coverage. A generic page showing every landscaping service may leave the visitor doing unnecessary work.
Check what could be misunderstood
- Is the advertised offer actually available on the page?
- Are qualifications or exclusions visible before the visitor enquires?
- Does the main button describe what happens next?
- Is the form asking for information needed for that next step?
- Does the confirmation set a realistic expectation for a reply?
Use a phone for this review as well as a desktop. Check the actual destination URL, not only the page you intended the ad to use.
Agree what counts as a useful enquiry
A form submission is not automatically a suitable customer. Record whether the enquiry matches the service area, type of work and capacity of the business. Keep those distinctions separate from raw enquiry volume.
Use the enquiry tracker to record a source, status and next action. Keep the file in your own business storage and avoid adding sensitive customer details to a shared copy.
Make one coherent change
If the offer is unclear, align the ad and page together. If the offer is clear but the form fails, fix the form first. Record what changed so the next review is based on a known version of the campaign.
AdPages is our related service for Google Ads and dedicated landing pages. It shares our ownership; this checklist can also be used with your current advertising provider. It does not imply any guaranteed conversion rate.