The connection between your ad and the page it leads to is explicitly evaluated and directly affects both your cost per click and your conversion rate.
Match Headlines to Ad Copy
A visitor who clicked a specific promise should see that same promise reflected immediately in the page headline.
Strip Unnecessary Navigation
Paid traffic is expensive; a focused landing page with one clear path to convert outperforms a page offering a dozen ways to wander off.
Load Fast on Mobile Networks
A large share of paid clicks come from mobile connections that are slower than office wifi, and that gap is where conversions quietly leak away.
Next step: Use the Code to Text Ratio Checker to check how lean and message-focused your landing page actually is.