/ads-landing

name: ads-landing
description: >
  Landing page quality assessment for paid advertising campaigns. Evaluates
  message match, page speed, mobile experience, trust signals, form
  optimization, and conversion rate potential. Use when user says "landing
  page", "post-click experience", "landing page audit", "conversion rate",
  or "landing page optimization".

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 | | FID/INP | <100ms | 100-200ms | >200ms | | 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

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