When results are disappointing, the instinct is to change the ad. Often the ad did its job — it earned the click — and the page let the visitor go.
01Look at what happens after the click
If many people click and few act, the problem is downstream: a slow page, a confusing form, a price surprise, or a message that doesn't match the ad.
02Small fixes, big multipliers
A page that converts twice as well halves your cost per result without touching the ad budget. That's why we plan ads and pages together — the same team writes both.
Doubling a page's conversion rate is the same as halving your ad costs.