Landing page quality assessment for paid advertising campaigns. Evaluates message match, page speed, mobile experience, trust signals, form optimization, and…
Landing Page Quality for Ad Campaigns
Process
Collect landing page URLs from active ad campaigns
Read ads/references/benchmarks.md for conversion rate benchmarks
Read ads/references/conversion-tracking.md for pixel/tag verification
Assess each landing page for ad-specific quality factors
Score landing pages and identify improvement opportunities
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
INP
<200ms
200-500ms
>500ms
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
Landing Page Health Score Algorithm
Landing Page Health Score = (Message Match x 0.25) + (Page Speed x 0.25) + (Mobile x 0.20) + (Trust x 0.15) + (Form x 0.15)
Each component is scored 0-100, then weighted. Final score maps to grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40).
Consent Banner Impact
Flag if any of the following are true:
Consent banner covers the primary CTA on load
Consent banner delays form interaction by >1 second
Consent banner pushes critical content (headline, offer, CTA) below the fold
Banner cannot be dismissed on mobile without scrolling
Consent Mode V2: Verify Consent Mode V2 implementation for EU/EEA traffic to ensure tracking data quality. Without Consent Mode V2, conversion modeling is degraded and remarketing audiences shrink significantly.
Quick Wins
Priority
Fix
Expected Impact
1
Move primary CTA above the fold on all devices
+15-25% CVR
2
Reduce form fields to essential only (name, email, one qualifier)
+10-20% CVR
3
Add trust badges near CTA (security, guarantee, reviews)
+5-15% CVR
4
Optimize hero image (WebP/AVIF, <200KB, proper dimensions)
-1-2s load time
5
Fix mobile tap targets (>=48x48px with >=8px spacing)
+5-10% mobile CVR
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 impactdon't have the plugin yet? install it then click "run inline in claude" again.