Conversion Optimization for Paid Social Landing Pages

Introduction: The Conversion Gap

A well crafted ad catches someone's attention on Instagram. They tap. They wait. They land on a page that looks nothing like the ad they clicked. The headline mentions something different. The offer seems unclear. Within three seconds, they tap back and continue scrolling. Your ad spend just evaporated.

This scenario represents one of the most expensive and common mistakes in paid social advertising: the conversion gap. Businesses invest significant resources into creating compelling ads that generate clicks, then send that hard won traffic to pages that fail to convert. The disconnect between advertising promise and landing page delivery destroys campaign performance and wastes budget at scale.

The numbers tell a striking story. Average landing pages convert at roughly 2.35%, meaning over 97% of paid traffic leaves without taking action. Meanwhile, top performers achieve conversion rates of 11% or higher, converting nearly five times as many visitors from the same traffic. The difference between average and excellent is not luck or industry. It is systematic optimization of every element that influences conversion decisions.

Landing page optimization for paid social presents unique challenges. Social traffic behaves differently than search traffic. Visitors arrive with lower intent, shorter attention spans, and expectations shaped by the creative that brought them. They are often on mobile devices, multitasking, and ready to bounce at the slightest friction. Success requires understanding these dynamics and designing pages that meet visitors where they are.

This guide provides a comprehensive framework for building and optimizing landing pages that convert paid social traffic. You will learn the principles of message match and scent trail, the anatomy of high converting pages, how to reduce friction at every stage, and how to systematically test your way to better results. Whether you are launching your first landing page or optimizing an existing program, these principles will help you close the conversion gap and maximize return on your advertising investment.

Key Definitions: Understanding CRO Terminology

Why Paid Social Needs Dedicated Landing Pages

Many businesses make the mistake of sending paid social traffic to their homepage, product pages, or other existing website pages. This approach seems efficient since the pages already exist and serve other purposes. In practice, it dramatically underperforms dedicated landing pages designed specifically for conversion.

The Problem with Homepages

Homepages are designed to serve multiple audiences with multiple goals. They include navigation menus, multiple calls to action, company information, and links to various sections of the site. This variety is appropriate for organic visitors who arrive without a specific intent, but it creates distraction and confusion for paid social visitors who clicked on a specific ad with a specific offer.

When a visitor clicks an ad for a free ebook and lands on your homepage, they must search for the offer among competing messages. Most will not bother. They clicked expecting to find the ebook, not to explore your entire business. The mismatch between expectation and reality causes immediate bounce.

The Focused Landing Page Advantage

Dedicated landing pages eliminate distraction by focusing on a single offer with a single call to action. There is no navigation menu to explore. There are no competing offers to consider. There is only the promise from the ad and the path to fulfill it. This focus dramatically improves conversion rates.

Research consistently shows that dedicated landing pages outperform general pages by 25% to 50% or more. The more closely the landing page aligns with the specific ad that drove the click, the better it performs. Creating unique landing pages for each campaign or audience segment multiplies this advantage.

Social Traffic Characteristics

Paid social traffic behaves differently than search traffic, making dedicated landing pages even more important. Search visitors actively seek solutions and arrive with intent. Social visitors are interrupted from other activities and arrive with curiosity but lower commitment. They need more convincing and less distraction.

Social traffic is also predominantly mobile. Over 80% of social media usage happens on mobile devices, meaning your landing pages must work flawlessly on small screens with touch navigation. Pages designed primarily for desktop viewing lose social visitors immediately.

When to Create New Landing Pages

Consider creating dedicated landing pages for any campaign with distinct messaging or offers. Different audience segments respond to different value propositions and should see pages tailored to their specific needs. Different platforms may require different page lengths or styles. Different stages of the funnel require different levels of education and trust building.

The investment in creating dedicated pages pays back through higher conversion rates and lower cost per acquisition. Landing page builders like Unbounce, Instapage, and Leadpages make page creation accessible without development resources, enabling rapid testing and iteration.

Message Match and Scent Trail

Message match is perhaps the single most important principle in landing page optimization. When visitors click an ad, they form expectations about what they will find. The landing page must fulfill those expectations immediately, or visitors will assume they are in the wrong place and leave.

The Psychology of Scent Trail

The concept of scent trail comes from information foraging theory, which compares how users navigate websites to how animals forage for food. Animals follow scent trails to locate resources. Users follow information scent to locate content that matches their goals. When the scent disappears, users abandon the trail.

In paid social, the scent trail begins with your ad. The headline, imagery, and offer create expectations. The landing page must continue this scent immediately. When visitors see a landing page that looks and sounds like the ad they clicked, their brain confirms they are in the right place. They relax and engage. When the page looks or sounds different, alarm bells ring. They leave.

Elements of Message Match

Headline continuity is the most critical element. The landing page headline should mirror or directly extend the ad headline. If your ad says "Get 50% Off Your First Order," the landing page headline should reference that exact offer. Visitors should immediately recognize they have arrived at the right destination.

Visual continuity reinforces message match. Use the same or similar images, colors, and design style on the landing page as in the ad. If your ad features a specific product image, that image should appear prominently on the landing page. Visual discontinuity creates cognitive dissonance even when the words match.

Offer consistency ensures the landing page delivers exactly what the ad promised. If the ad mentions a free trial, the landing page must prominently feature the free trial. If the ad offers a specific discount, that discount must be immediately visible. Any mismatch between promised and delivered value destroys trust.

Building Message Match into Your Process

Create landing pages and ads together rather than separately. When you design an ad, simultaneously design the landing page to continue its message. Use the same copywriter for both to ensure consistent voice and terminology. Review ad and page side by side before launch to verify alignment.

When optimizing existing campaigns, audit message match first. Pull up each ad next to its landing page and evaluate continuity. Often the simplest fix for underperforming campaigns is aligning landing page headlines with ad headlines. This single change can improve conversion rates by 30% or more.

Headlines That Convert

Your headline is the most important element on the landing page. Research suggests visitors spend most of their attention on headlines and may read nothing else before deciding to engage or leave. A strong headline captures attention, communicates value, and motivates continued reading. A weak headline loses visitors before they see anything else.

Headline Principles

Clarity over cleverness should guide every headline decision. Cute wordplay and creative metaphors may win advertising awards but lose conversions. Visitors should understand exactly what you offer within seconds of reading your headline. If they have to think about what it means, you have lost them.

Benefits over features connects your offer to what visitors actually care about. A feature describes what something is or does. A benefit describes how it improves the visitor's life. "AI Powered Email Software" is a feature. "Write Emails 10x Faster" is a benefit. Lead with the outcome visitors want.

Specificity builds credibility by demonstrating concrete value rather than vague promises. "Improve Your Marketing" is generic and forgettable. "Generate 47% More Leads in 30 Days" is specific and memorable. Use numbers, timeframes, and measurable outcomes whenever possible.

Headline Formulas That Work

While originality has value, proven headline structures provide reliable starting points for testing. Several formulas consistently perform well across industries and offer types.

The direct benefit statement simply tells visitors what they will get: "Get a Custom Marketing Plan for Your Business" or "Download the Complete Social Media Playbook." This formula works because it is clear, specific, and immediately actionable.

The how to formula promises to teach visitors something valuable: "How to Double Your Conversion Rates in 30 Days" or "How to Create Ads That Actually Convert." This formula implies practical value and actionable knowledge.

The problem and solution formula acknowledges visitor pain and promises relief: "Tired of Wasting Money on Ads That Don't Convert?" followed by "Our Optimization System Delivers 3x Better Results." This formula builds empathy before presenting the solution.

The social proof formula leverages others' success: "Join 50,000 Marketers Who Doubled Their ROAS" or "The Framework Used by Fortune 500 CMOs." This formula borrows credibility from existing customers.

Supporting Headlines

Subheadlines extend and support the main headline, providing additional context or clarification. If your headline communicates the primary benefit, your subheadline can address who the offer is for, how it works, or why it is credible. Together, headline and subheadline should communicate your complete value proposition.

Keep subheadlines shorter than main headlines. Their role is to support, not compete. Use them to add specificity, address objections, or provide proof that the headline's promise is legitimate.

Above the Fold Strategy

Above the fold refers to the content visible on screen before any scrolling. This prime real estate determines whether visitors engage with your page or leave. Everything essential for the initial conversion decision should appear above the fold on all devices.

What Must Appear Above the Fold

Your value proposition headline should be the dominant element, clearly visible and impossible to miss. Visitors should understand what you offer within the first second of page load.

A supporting visual should reinforce the headline, whether a product image, hero photo, or explanatory graphic. Visuals process faster than text and help visitors quickly understand your offer.

Your primary call to action should appear above the fold so motivated visitors can act immediately without searching. Some visitors are ready to convert the moment they arrive. Do not make them scroll to find the button.

Trust indicators such as customer logos, star ratings, or security badges should appear early to establish credibility before visitors decide whether to engage further.

Common Above the Fold Mistakes

Giant hero images with no value proposition waste precious above the fold space on aesthetics without communication. Beautiful images mean nothing if visitors do not understand what you offer.

Navigation menus that compete with headlines pull attention away from conversion and invite visitors to leave for other pages. Remove or minimize navigation on landing pages.

Slides and carousels that delay key information force visitors to wait or interact before seeing your value proposition. Static content that immediately communicates outperforms animated content that requires patience.

Vague welcome messages instead of value propositions squander the most important real estate on pleasantries. "Welcome to Our Site" communicates nothing. Lead with value.

Testing Above the Fold

Remember that above the fold varies dramatically by device and screen size. Test your pages on multiple devices to ensure critical content appears before scrolling on desktop, tablet, and mobile. Use browser developer tools to simulate different screen sizes during design and optimization.

Heat mapping tools like Hotjar and Microsoft Clarity reveal how far visitors actually scroll and where they focus attention. Use this data to identify whether key elements appear high enough on the page to receive attention.

Call to Action Optimization

The call to action is where conversion happens or fails. Every other element on your landing page exists to bring visitors to this moment of decision. Optimizing your CTA can significantly impact conversion rates even when other elements remain unchanged.

CTA Copy That Converts

Action oriented language tells visitors exactly what will happen when they click. "Get Your Free Guide" is stronger than "Submit" because it describes the outcome. "Start My Free Trial" is stronger than "Sign Up" because it emphasizes the benefit.

First person framing often outperforms second person. "Start My Free Trial" can outperform "Start Your Free Trial" because it helps visitors mentally claim the action. Test both approaches with your audience.

Value reinforcement reminds visitors what they get when they click. Instead of generic button text, reference the specific offer: "Download the 50 Page Playbook" or "Get 30% Off Now." The button itself sells the click.

Urgency and scarcity can increase click rates when legitimate. "Claim Your Spot" implies limited availability. "Get Instant Access" implies immediate gratification. Avoid artificial urgency that damages trust.

CTA Design Principles

Visual contrast makes your CTA impossible to miss. The button color should contrast strongly with the page background. If your page uses blue tones, an orange or green button stands out. The button should be the most visually prominent element on the page.

Size and placement signal importance. Make CTA buttons large enough to tap easily on mobile, at minimum 44 pixels in height. Place buttons where visitors naturally look: after compelling copy, at natural pause points, and always above the fold.

White space around buttons draws attention and prevents visual clutter from diminishing impact. Give your CTA room to breathe rather than crowding it with other elements.

Single focus avoids competing calls to action. When visitors face multiple options, decision paralysis reduces action. One primary CTA per page section keeps visitors focused on the conversion goal.

CTA Placement Strategy

Place your primary CTA above the fold for motivated visitors ready to convert immediately. Repeat the CTA after each major content section for visitors who need more information before deciding. Include a final CTA at the page bottom for visitors who read everything.

The number of CTAs depends on page length. Short pages may need only one. Long form pages benefit from multiple CTA placements that catch visitors at different decision points. Always use identical or nearly identical CTA copy to maintain focus.

Form Design and Friction

Forms are where many conversions die. Visitors who made it through your headline, copy, and CTA abandon at the form because it asks too much, confuses them, or raises concerns. Reducing form friction is one of the highest impact optimization opportunities available.

The Friction Equation

Every form field creates friction. Studies consistently show that each additional field reduces form completion rates by approximately 4% to 7%. A form with eight fields will convert significantly fewer visitors than a form with four fields, even if the overall page experience is identical.

The key question for every field is whether the information is necessary for this stage of the relationship. You do not need someone's phone number to send them an ebook. You do not need their company size to let them try your software. Request only information required to deliver immediate value, then gather additional data over time.

Essential Form Design Principles

Start with email only for lead magnets and simple offers. A single field form maximizes completion. Add fields only when absolutely necessary for delivery or qualification.

Use smart defaults to reduce input effort. Auto detect country from IP address. Pre fill information you already know. Use dropdown menus instead of free text when options are limited.

Single column layouts outperform multi column layouts because they create a clear visual path. Visitors scan top to bottom without confusion about field order.

Clear labels above fields perform better than placeholder text inside fields, which disappears when visitors start typing and can cause confusion about what information goes where.

Inline validation shows errors immediately as visitors complete each field rather than waiting until submission. This prevents frustrating error messages after visitors think they are done.

Multi Step Forms

When you genuinely need more information, multi step forms can reduce perceived friction. Breaking a long form into smaller steps makes each step feel manageable. Progress indicators show visitors how far they have come and how much remains.

The commitment principle suggests that once visitors complete the first step, they are more likely to complete subsequent steps. Start with the easiest questions to build momentum. Save sensitive questions like phone number and budget for later steps when commitment is established.

Privacy and Trust at the Form

Forms are where privacy concerns peak. Visitors are about to hand over personal information and need reassurance that it will be protected. Include a brief privacy statement near the submit button: "We will never share your information" or "Your data is secure." Link to your full privacy policy for those who want details.

Security badges near forms reduce anxiety, especially for transactions involving payment information. SSL indicators, payment processor logos, and security certifications provide visual reassurance that builds form completion confidence.

Trust Signals and Social Proof

Visitors arriving from paid social typically have no prior relationship with your brand. They need reasons to trust you before handing over personal information or making a purchase. Trust signals and social proof provide that credibility by showing that others have already validated your offer.

Types of Social Proof

Customer testimonials provide specific accounts of positive experiences. Effective testimonials include the customer's full name, photo, company (for B2B), and specific results achieved. Generic praise from anonymous sources carries little weight. Real people with real results build real trust.

Reviews and ratings aggregate many opinions into a quick credibility signal. Star ratings from recognized platforms like Google, Trustpilot, or G2 borrow authority from those platforms. Display both the rating and the number of reviews to demonstrate volume.

Customer logos show that recognized companies trust your solution. For B2B offers, logos of well known customers provide instant credibility. For B2C, media logos (as seen in) serve a similar function. Choose logos that resonate with your target audience.

Numbers and statistics demonstrate scale and success. "Join 50,000 marketers" implies a proven solution. "4.8 stars from 2,000 reviews" implies consistent quality. Use specific numbers rather than vague claims whenever possible.

Case studies and results provide detailed proof that your solution delivers outcomes. Summarize key results on the landing page with links to full case studies for visitors who want more detail.

Effective Social Proof Placement

Place initial trust signals above the fold, near your headline and CTA. Customer logos or star ratings provide immediate credibility without requiring additional reading. More detailed testimonials can appear lower on the page where they support visitors who need more convincing.

Position testimonials and proof points near conversion friction points. A testimonial next to a form reassures visitors at the moment of decision. A results statistic near a pricing section addresses value concerns. Match the type of proof to the type of objection it addresses.

Trust Badges and Security Signals

Beyond social proof, explicit trust signals address security and legitimacy concerns. SSL certificates (the padlock icon) indicate secure connections. Payment processor logos indicate legitimate transaction handling. Industry certifications indicate professional standards compliance.

Money back guarantees and satisfaction promises reduce perceived risk by shifting the burden of proof from visitor to business. If you offer guarantees, state them prominently. Risk reversal removes barriers to conversion for uncertain visitors.

Mobile Optimization

The majority of paid social traffic comes from mobile devices. Instagram, Facebook, TikTok, and other social platforms are used primarily on phones. If your landing pages do not work flawlessly on mobile, you are losing most of your potential conversions before visitors even see your offer.

Mobile Design Principles

Design mobile first rather than adapting desktop layouts. Start with the constraints of small screens and touch navigation, then expand for larger screens. Mobile first ensures the most common experience receives the most attention.

Large tap targets accommodate finger navigation. Apple and Google both recommend minimum touch targets of 44x44 pixels. Buttons, links, and form fields should be easy to tap accurately without zooming. Spacing between tap targets prevents accidental clicks.

Readable typography requires minimum 16px body text on mobile. Smaller text forces pinch to zoom, which signals poor experience. Headlines should scale appropriately for screen width while remaining impactful.

Thumb friendly layouts place important elements within easy thumb reach. On phones, the bottom of the screen is most accessible for one handed use. Consider sticky CTAs that remain visible as visitors scroll.

Mobile Form Optimization

Forms require extra attention on mobile. Use appropriate input types (email, phone, number) so mobile keyboards display relevant keys. Implement auto capitalization and auto correction appropriately for each field type. Ensure error messages are visible and clearly associated with problem fields.

Reduce form fields even more aggressively for mobile than desktop. The smaller screen and keyboard make every field more burdensome. Consider mobile specific versions of forms that gather only essential information.

Testing Mobile Experience

Browser developer tools simulate mobile screens but do not capture the full mobile experience. Test on actual devices whenever possible. Load your landing page on your own phone and attempt to complete conversion. Note any friction points, text readability issues, or tap target problems.

Test across multiple devices and browsers. iPhone Safari behaves differently than Android Chrome. What works on one device may break on another. Use cross browser testing tools to identify compatibility issues.

Page Speed and Technical Performance

Speed kills conversions when pages load slowly. Research from Google shows that 53% of mobile visitors abandon pages that take longer than three seconds to load. Each additional second of load time reduces conversions by approximately 7%. For paid social traffic with low patience and easy bounce options, speed is even more critical.

Speed Optimization Priorities

Image optimization offers the largest gains for most landing pages. Compress images without visible quality loss using tools like TinyPNG or ImageOptim. Use modern formats like WebP that deliver smaller file sizes. Implement lazy loading for images below the fold so they do not delay initial page render.

Minimize HTTP requests by combining CSS and JavaScript files where possible. Each separate file requires a network round trip that adds latency. Fewer, larger files load faster than many small files.

Enable browser caching so returning visitors do not reload static resources. Set appropriate cache headers for images, CSS, and JavaScript that rarely change.

Use a content delivery network (CDN) to serve static assets from servers geographically close to visitors. CDNs dramatically reduce latency for visitors far from your primary server location.

Reduce render blocking resources by deferring non critical JavaScript and CSS. Critical styles should load inline in the document head for immediate rendering. Non essential scripts can load after the page becomes interactive.

Measuring Page Speed

Google PageSpeed Insights provides both performance scores and specific recommendations for improvement. Aim for scores above 90 on both mobile and desktop. The tool identifies exactly which elements slow your page and how to fix them.

Core Web Vitals metrics have become increasingly important for both SEO and user experience. Largest Contentful Paint (LCP) measures loading performance. First Input Delay (FID) measures interactivity. Cumulative Layout Shift (CLS) measures visual stability. Optimize for all three metrics.

Landing Page Builder Considerations

Popular landing page builders like Unbounce, Instapage, and Leadpages handle many technical optimizations automatically. However, they can also add overhead that slows pages. Test the actual page speed of built pages, not just the builder's claims. Consider self hosted solutions if builder performance does not meet standards.

A/B Testing Framework

Optimization without testing is guessing. A/B testing provides scientific rigor to landing page improvement by comparing variations against each other with real traffic. Systematic testing compounds improvements over time, transforming average pages into high performers.

What to Test First

Not all tests are created equal. Focus on elements with the largest potential impact on conversion decisions. Start with high impact elements before testing minor details.

Headlines should be tested first because they determine whether visitors continue reading. A better headline improves every downstream metric. Test different value propositions, benefit framings, and specificity levels.

Calls to action directly influence click through to forms and checkout. Test button copy, color, size, and placement. Even small CTA improvements translate directly to conversion gains.

Hero images and visuals communicate value and create emotional connection. Test different image styles, subjects, and placements. Humans versus products, lifestyle versus detail, illustration versus photography.

Form length and fields dramatically affect form completion rates. Test different numbers of fields and different field combinations to find the minimum viable information for your offer.

Social proof type and placement affects how much trust visitors develop. Test testimonials versus logos versus statistics. Test placement above versus below the fold.

Testing Methodology

Test one element at a time to isolate what caused any performance change. If you change both headline and CTA simultaneously, you will not know which change affected results. Sequential single variable tests provide clearer learning than simultaneous changes.

Wait for statistical significance before declaring winners. Most testing tools calculate significance automatically. Aim for 95% confidence before implementing changes. This typically requires at least 100 conversions per variation and one to two complete business cycles.

Run tests for adequate duration to account for day of week and time variations. A test that runs only on weekdays may show different results than one that includes weekends. Plan for minimum two week test durations for most campaigns.

Document everything including hypothesis, variations tested, sample sizes, results, and learnings. Testing provides compound value when learnings inform future tests. Without documentation, you lose the institutional knowledge tests generate.

Beyond Simple A/B Tests

Once you have optimized major elements through A/B testing, consider more advanced approaches. Multivariate testing examines multiple elements simultaneously to find optimal combinations. Personalization serves different page versions to different audience segments. Dynamic content adapts to individual visitor characteristics.

These advanced techniques require more traffic volume to achieve significance but can unlock additional gains beyond what single variable testing achieves.

Platform Specific Considerations

While core optimization principles apply across all paid social platforms, each platform has unique characteristics that influence landing page design. Understanding these nuances helps you create pages that perform optimally for each traffic source.

Meta (Facebook and Instagram)

Meta traffic spans the widest demographic range and intent levels. Visitors may arrive from feed ads, stories, reels, or messenger. The diverse contexts mean landing pages must quickly orient visitors who may have only vague recollection of what they clicked.

Strong message match is particularly critical for Meta because users scroll quickly and may not remember ad details by the time the page loads. Reinforce the specific offer prominently. Use similar imagery to the ad for immediate recognition.

Meta's emphasis on privacy changes affects tracking. Implement Conversions API alongside pixel tracking for accurate conversion measurement. Verify that conversion events fire correctly before scaling campaigns. For optimization guidance on Meta campaigns, see our analytics guide.

TikTok

TikTok audiences skew younger and expect authenticity. Highly polished, corporate looking landing pages may underperform more casual, creator style presentations. Test different visual approaches to match platform culture.

Video content on landing pages aligns with TikTok users' content consumption habits. Consider incorporating video testimonials, product demonstrations, or creator style explanations alongside traditional landing page elements.

TikTok users have extremely short attention spans even by social media standards. Your value proposition must communicate within seconds. Lengthy pages may underperform highly focused, concise experiences.

LinkedIn

LinkedIn traffic typically has higher purchase intent and longer consideration cycles. Visitors arrive in professional mindset and expect professional presentation. B2B messaging, industry credentials, and company validation matter more than consumer social proof.

LinkedIn landing pages can often be longer and more detailed than consumer social pages because visitors are willing to invest time in professional research. Include detailed case studies, specific ROI metrics, and comprehensive product information.

Form fields for qualification may be more acceptable on LinkedIn where visitors expect business processes. Consider gathering company size, role, and timeline information when it enables better follow up. For B2B strategies beyond LinkedIn, see our B2B targeting guide.

YouTube

YouTube traffic often arrives after watching video content, making them more educated about your offer but also more patient. Longer landing pages with detailed information can perform well because visitors have already demonstrated willingness to engage with content.

Video on landing pages creates continuity with the YouTube experience. Consider embedding the ad video or related content on the landing page for visitors who want to rewatch or continue learning.

Key Takeaways: What to Remember

Conclusion: The Continuous Optimization Mindset

Landing page optimization is not a project with an end date. It is an ongoing practice that compounds improvements over time. The pages that perform best today can perform better tomorrow through systematic testing and iteration. The businesses that treat optimization as continuous gain compounding advantages over competitors who set and forget.

Start with the fundamentals covered in this guide. Ensure message match between your ads and landing pages. Communicate your value proposition clearly above the fold. Make your calls to action compelling and obvious. Reduce form friction to the absolute minimum. Build trust through social proof and security signals. Optimize for mobile experience and page speed.

Then test. Test headlines that might communicate value more clearly. Test CTAs that might motivate action more effectively. Test form lengths that might reduce friction without sacrificing lead quality. Test social proof placements that might build trust more efficiently. Let data guide your decisions rather than assumptions.

The difference between average landing pages and top performers is not luck or budget. It is systematic attention to every element that influences conversion decisions. Visitors who click your ads have expressed interest. Your landing page's job is to fulfill that interest and guide visitors to conversion. Every optimization that removes friction, builds trust, or clarifies value moves more visitors from interest to action.

The investment in landing page optimization pays returns on every campaign you run. Better conversion rates mean lower cost per acquisition, higher return on ad spend, and more efficient use of advertising budget. A landing page that converts 6% instead of 3% does not just perform twice as well. It makes every dollar of ad spend twice as productive. Over time, those improvements compound into substantial competitive advantage.

Your paid social campaigns deserve landing pages built for conversion. Apply these principles, test systematically, and watch your results improve.