agricidaniel/ads-landing

<!-- Updated: 2026-04-13 | v1.5 -->

Landing Page Quality for Ad Campaigns

Process

1. Collect landing page URLs from active ad campaigns
2. Read ads/references/benchmarks.md for conversion rate benchmarks
3. Read ads/references/conversion-tracking.md for pixel/tag verification
4. Assess each landing page for ad-specific quality factors
5. Score landing pages and identify improvement opportunities
6. Generate recommendations prioritized by conversion impact

Message Match Assessment

The #1 landing page issue in ad campaigns: does the page match the ad?

What to Check

• Headline match: landing page H1 reflects ad copy headline/keyword
• Offer match: promoted offer (price, discount, trial) is visible above fold
• CTA match: landing page CTA matches ad's promised action
• Visual match: consistent imagery between ad creative and page
• Keyword match: search keyword appears naturally in page content

Message Match Scoring

| Level | Description | Score | |-------|-------------|-------| | Exact match | Headline, offer, CTA all align perfectly | 100% | | Partial match | Headline matches but offer/CTA differs | 60% | | Weak match | Generic page, loosely related to ad | 30% | | Mismatch | Page content doesn't reflect ad promise | 0% |

Page Speed Assessment

Slow pages kill conversion rates. For every 1s delay, CVR drops ~7%.

Thresholds (Ad Landing Pages)

| Metric | Pass | Warning | Fail | |--------|------|---------|------| | LCP | <2.5s | 2.5-4.0s | >4.0s | | INP | <200ms | 200-500ms | >500ms | | CLS | <0.1 | 0.1-0.25 | >0.25 | | Time to Interactive | <3.0s | 3.0-5.0s | >5.0s | | Page weight | <2MB | 2-5MB | >5MB |

Common Speed Issues in Ad Pages

• Hero images not compressed (use WebP/AVIF)
• Too many third-party scripts (chat widgets, analytics, heatmaps)
• Render-blocking CSS/JS above fold
• No lazy loading for below-fold content
• Font files not preloaded

Mobile Experience

75%+ of ad clicks come from mobile. Mobile experience is critical.

Mobile Checklist

• Tap targets: ≥48x48px with ≥8px spacing
• Font size: ≥16px body text (no pinch-to-zoom needed)
• Form fields: properly sized, keyboard type matches input (email, phone, number)
• CTA button: full-width on mobile, visible without scrolling
• No horizontal scroll
• Images responsive and properly sized
• Phone number clickable (tel: link)
• No interstitials or popups blocking content on load

Trust Signals

Above-the-Fold Trust Elements

• Company logo visible
• Social proof (customer count, reviews, ratings)
• Security badges (SSL, payment security, guarantees)
• Recognizable client logos (B2B)
• Star ratings or testimonial snippet

Below-the-Fold Trust Elements

• Full testimonials with names, photos, companies
• Case study highlights with specific metrics
• Certifications, awards, accreditations
• Privacy policy link
• Physical address/phone number (local service businesses)

Form Optimization

Form Length Impact on CVR

| Fields | Expected CVR Impact | Use Case | |--------|-------------------|----------| | 1-3 fields | Highest CVR | Top-of-funnel, free offer | | 4-5 fields | Moderate CVR | Mid-funnel, qualified leads | | 6-8 fields | Lower CVR | Bottom-funnel, sales-ready | | 9+ fields | Lowest CVR | Only for high-value offers |

Form Best Practices

• Pre-fill fields where possible (UTM data, known info)
• Use multi-step forms for 5+ fields (progressive disclosure)
• Show progress indicator on multi-step forms
• Inline validation (don't wait until submit to show errors)
• Error messages are clear and helpful
• Submit button text is specific ("Get My Free Quote" not "Submit")
• Thank you page has clear next steps

Landing Page Health Score Algorithm

Landing Page Health Score = (Message Match x 0.25) + (Page Speed x 0.25) + (Mobile x 0.20) + (Trust x 0.15) + (Form x 0.15)

Each component is scored 0-100, then weighted. Final score maps to grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40).

Consent Banner Impact

Flag if any of the following are true:

• Consent banner covers the primary CTA on load
• Consent banner delays form interaction by >1 second
• Consent banner pushes critical content (headline, offer, CTA) below the fold
• Banner cannot be dismissed on mobile without scrolling

Consent Mode V2: Verify Consent Mode V2 implementation for EU/EEA traffic to ensure tracking data quality. Without Consent Mode V2, conversion modeling is degraded and remarketing audiences shrink significantly.

Quick Wins

| Priority | Fix | Expected Impact | |----------|-----|-----------------| | 1 | Move primary CTA above the fold on all devices | +15-25% CVR | | 2 | Reduce form fields to essential only (name, email, one qualifier) | +10-20% CVR | | 3 | Add trust badges near CTA (security, guarantee, reviews) | +5-15% CVR | | 4 | Optimize hero image (WebP/AVIF, <200KB, proper dimensions) | -1-2s load time | | 5 | Fix mobile tap targets (>=48x48px with >=8px spacing) | +5-10% mobile CVR |

Ad-Specific Landing Page Elements

UTM Parameter Handling

• UTM parameters captured and stored (for attribution)
• Click IDs preserved: gclid (Google), fbclid (Meta), ttclid (TikTok), msclkid (Microsoft)
• Parameters passed to form submissions or CRM

Dynamic Content

• Dynamic keyword insertion in headline (Google Ads feature)
• Location-specific content for geo-targeted campaigns
• Audience-specific messaging (different pages for different segments)
• A/B testing active on key elements (headline, CTA, hero image)

Conversion Tracking

• Thank you page/event fires correctly for all platforms
• Form submission triggers conversion event
• Phone call tracking configured (if applicable)
• Chat/live agent triggers tracked as micro-conversions

Landing Page Quality by Platform

| Platform | Key Requirement | Notes | |----------|----------------|-------| | Google | QS component: landing page experience | Directly affects ad rank and CPC | | Meta | Page load speed critical | Slow pages = Meta penalizes delivery | | LinkedIn | Professional, B2B appropriate | Match LinkedIn's professional context | | TikTok | Mobile-first mandatory | 95%+ TikTok traffic is mobile | | Microsoft | Desktop-optimized matters more | Higher desktop % than other platforms |

Output

Landing Page Assessment

Landing Page Health

Message Match:    ████████░░  XX/100
Page Speed:       ██████████  XX/100
Mobile:           ███████░░░  XX/100
Trust Signals:    █████░░░░░  XX/100
Form Quality:     ████████░░  XX/100

Deliverables

• LANDING-PAGE-REPORT.md: Per-page assessment with scores
• Message match analysis per ad-to-page combination
• Page speed improvement priorities
• Mobile experience fixes
• Form optimization recommendations
• Quick Wins sorted by conversion impact