INSIGHTS
Paid media buys attention. What happens after the click decides whether that attention was worth buying.
The handoff that often breaks
An advert makes a promise: an offer, a message, a specific need. If the landing page does not continue that promise, visitors leave. Campaigns are often managed in one place and pages in another, so the break can go unnoticed.
What connecting them looks like
Match the page headline to the message of the advert. Give each page one clear action and remove navigation that leads away from it. Ask forms for only what is needed. Make sure the page loads quickly and reads well on a phone.
Conversion rate optimisation as a habit
CRO is the practice of testing changes and keeping what works, guided by evidence rather than opinion. Measurement should be set up before spend begins, so that both adverts and pages can be judged on the actions that matter to the business, such as enquiries or bookings.
Apex Link Global treats Google and Meta advertising, lead generation and CRO, and landing page design as connected work.