Landing pages built by the person running the ads, because the page after the click is the largest lever in the account

Why the page is usually the problem

• The homepage as the landing page. Someone who searched for emergency AC repair lands on a page about the company's history, twelve services and a careers link. The page has to answer the search in the first screen.
• A form built for the company, not the visitor. Nine fields, a captcha, no phone number on mobile. Every field removed is measured in inquiries.
• No message match. The ad promises a fixed price; the page says "contact us for a quote". The visitor leaves and the click is paid for either way.
• Slow on a phone. Most paid clicks for services are on mobile; a page that takes six seconds on a cellular connection loses a third of them before it loads.
• Nothing is tested. One page since launch, no record of what was tried. Conversion rate optimization is a program, not a redesign.

What the work includes

1. One page per intent, from the account. The search terms, the ads and the call recordings decide what each page says. Services get one page each; B2B gets comparison, integration and use-case pages.
2. Built by me, on your stack. Webflow, WordPress, Unbounce, HubSpot, Shopify, or static pages hosted on your domain. No agency queue, no three-week change request.
3. Tracked before it goes live. GA4, Tag Manager, call tracking and the form connected and tested, so the first visit is measured. See conversion tracking.
4. Fast and compliant. Core Web Vitals checked on a real mobile connection, consent handled, accessibility basics in place.
5. A test program. One change at a time, with enough traffic to read the result, recorded so the next person knows what was tried. Headline, offer, form length, proof, phone placement, in that order of likely impact.

Included or standalone

Included in management retainers: building and testing pages is part of running the account, not a change request. As a standalone project, a fixed price per page or per set of pages, quoted from the form, for companies that run their own ads or use another agency. Either way the pages belong to you and live on your domain.

What moved in a published case

The Houston home services account cut cost per acquisition by 44% and lifted qualified leads by 60%. Part of that was the account; part was the pages: one per service instead of one for the company, the phone number and the booking form in the first screen, and the promise in the ad repeated on the page.

Questions people ask before hiring

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