What to check on your landing page before you spend money on Meta ads

Ads do not create demand out of nothing. They buy attention and point it at a page. If that page converts, you have a machine. If it does not, you have an expensive way of finding out that it does not.

Run these seven checks first. All of them are free.

1. One page, one job

Send ad traffic to a page with a single purpose. Not your homepage, which offers eight things. A landing page that makes one offer and asks for one action. Every extra option costs you conversions.

2. The promise matches the ad

Whatever the ad said, the page has to repeat it in the first line. If someone clicked an ad about a free website guide and lands on a page about your signature package, they leave, and you paid for that click.

3. Nothing to escape through

Take the navigation off. Take the footer links off. The only way forward should be the thing you want them to do.

4. It loads fast on a phone

Most of your ad traffic is on mobile, often on mobile data. A page that takes five seconds has lost a chunk of the people you just paid for before they saw a word of it.

5. The form asks for as little as possible

Name and email. That is usually it. Every extra field is another reason to abandon. You can ask for the rest once they are on your list.

6. There is a reason to trust you

A real photo, a real testimonial, a clear sense of who is behind this. Cold traffic has no relationship with you at all, so the page has to build one in about fifteen seconds.

7. The tracking actually works

Fire a test lead and confirm the event registers before you spend anything. Ads optimised against an event that never fires will happily burn your budget finding the wrong people.

Where the money usually leaks

In my experience it is almost never the targeting. It is the page. Businesses spend weeks on audiences and creative, send the traffic to a page written for people who already know them, then conclude that ads do not work for their industry.

Check yours properly first

My free website audit guide covers all seven of these and more, with a bonus resource on Meta ads and another on email marketing so the leads you pay for do not go cold.

Or talk it through

Book a free discovery call if you want a second pair of eyes on the page before the budget goes live.