ads-landing

SKILL.md

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 impact