What to check on your website before running ads

Before paying to bring people to a website, review the experience they will reach. A campaign and its landing page should make the same offer and point to the same next step.

Match the message

Read the ad promise and the landing-page headline together. A visitor should not have to work out whether they arrived at the right place.

Make the action clear

Choose the main next step: call, inquire, book, or buy. Check that the button is visible, the form works, and the message after submission sets a useful expectation.

Check the mobile experience

Read the page on a phone. Look for cramped text, slow or missing images, confusing navigation, and forms that ask for more information than you need.

Agree on measurement

Decide which actions you want to count and how they will be checked. Reporting is more useful when everyone understands what each number represents.