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. A new 5 to 8 page website is a separate fixed scope with a published price on landing pages and websites.
A campaign landing page here is not just the page. It comes in two levels, Simple for a fast start and Performance with full tracking for paid campaigns, and each plan lists what comes with it.
Google Ads and Performance Max in one of the most competitive local markets in the US, with expensive clicks, ZIP code choices and seasonal demand. The performance data is confidential by contract, so the case covers the work and the lessons, not the numbers. Read the case.
Cumulative account history since 2020: 5,707 clicks and R$ 63.61 per conversion. Conversions are contact actions recorded by Google Ads, not sales. I also created the brand identity and built the site. Read the case.
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.
Advertisers sending paid traffic to pages that convert below what the campaign needs.
Not a fit: Sites without a way to edit pages, or without analytics to measure the change.
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.
Say what the page should sell, who it is for and where the traffic will come from. You get a reply with a price within one business day.
Rather book a time directly? Schedule a landing page call.