You can cut cost per click by a third and still generate the same number of leads, because the bottleneck was never the auction. When the same person runs the ads and the page, nobody gets to blame the other one.
The gap between a good click and a lost visitor.
The ad promises one specific thing and the page opens with a generic homepage headline. The visitor has to re-orient, and a meaningful share simply leave.
A homepage is built to serve every audience. A landing page exists to serve one intent. Sending paid traffic to the former is the single most common waste I see.
Every extra field costs completions. Some of those fields exist because someone wanted them in 2021 and nobody has questioned them since.
The page is fast on your laptop on office wifi. Your traffic is on mobile data, where a heavy hero image costs you visitors before anything renders.
Fixed scope, tied to campaigns. This is not open-ended web design.
One page per core intent, with headline, proof and offer matching the ad that brought the visitor there. Built and iterated by the same person running the campaigns.
Before anything gets scaled, the data has to be right. GA4 and Google Tag Manager audited and rebuilt where needed, conversion actions deduplicated, Meta CAPI or server-side tagging where it applies, and offline conversion import so the platform optimises toward revenue instead of form fills.
Field-by-field review of what you actually need before a first conversation, plus what happens after the submit, which is where a surprising amount of value leaks.
Tests that run long enough to mean something. With most B2B traffic volumes, many A/B tests can never reach significance, and I will tell you when that is the case instead of reporting noise as a win.
Your Google Ads account, your GA4, your tag manager, your landing pages. If we stop working together you keep all of it, history included. This should be the standard and often is not.
Scope is agreed up front: a set number of pages, a set number of revision rounds, a deadline. Open-ended website work is a different service and not one I offer.
Managed roughly $20K per month in Google Ads spend as a freelance PPC specialist for this Houston HVAC and plumbing company.
Where visitors drop, on which devices, from which campaigns. Data before opinions.
Pages built around one intent each, matched to the ads pointing at them.
Tracking that can actually tell whether the new version is better.
Test what has enough traffic to be testable, and change the rest on judgement rather than pretending an underpowered test settled it.
Long-form writing on this topic from the blog.
Whatever gets pages live fastest without fighting your stack. Often that is your existing CMS, sometimes a dedicated landing page tool. It is a practical decision, not a religious one.
Yes, but it works better together. The value comes from the person who sees the search terms also writing the headline, and that is lost when the two are split across vendors.
Fewer than most vendors promise. Honest A/B testing needs traffic volume most B2B accounts do not have. Where volume is thin I make changes on evidence and judgement and say so plainly.
Then I tell you that. It happens, and it usually means the campaign is buying the wrong intent, which is a cheaper problem to fix.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
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