You’ve set a budget, the campaign is ready and the ads look great. But the click is only half the job. If the page people land on is slow, unclear or hard to act on, you’re paying to send visitors somewhere they leave. Before you spend a single euro, run through these seven checks.
1. Make sure tracking actually works
If you can’t see which visits turn into calls, forms or sales, the ad platform can’t either. Set up GA4 and conversion tracking first, then test every form and button yourself.
2. Speed up the page people land on
Most ad clicks come from phones. A page that takes five seconds to load loses a large share of visitors before they read a word. Compress images, remove unused plugins and test on mobile data, not office Wi-Fi.
Quick check: open your landing page on your phone, switch off Wi-Fi and count. If you reach three before you can read the headline, fix this before anything else.
3. Say what you do in the first screen
A visitor from an ad gives you a few seconds. The headline should say what you offer, for whom and where — not “Welcome to our website”.
4. Give one clear next step
Call, book, buy or request a quote: pick the action that matters most and make it impossible to miss. Five competing buttons usually means none get clicked.
Ads don’t fix a weak website. They just send more people to it.
5. Show proof
Reviews, client logos, certifications and real photos reduce the risk of contacting a business someone has never heard of.
6. Make contact effortless
Short forms, a clickable phone number and a visible email address. Every extra field costs you enquiries.
7. Match the page to the ad
If the ad promises solar lamps on sale, the visitor should land on solar lamps on sale — not on the homepage.
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