Landing pages for paid traffic
The clicks look fine. Then almost nobody buys.
I audit what happens after the click: the page your ads land on. I find which leak matters most and fix it one change at a time, so more of the clicks you already pay for turn into sales, measured on the same spend. Fixed fees. I don’t run the ads.
Most people blame the ads for far too long.
It goes the same way. New creatives. New hooks. A different offer. The account rebuilt, broad targeting, the pixel checked, the tracking fixed, another batch of videos to beat fatigue. You are running out of things to test, and the numbers still say the same thing: hundreds of clicks, a handful of add-to-carts, a sale now and then.
The page every one of those clicks lands on has not changed, because the account is where everyone looks. A media buyer is paid to work the account. An agency reports what the account can show. Nobody is paid to look at what happens after the click, so the page is usually the last thing checked, and it is the cheapest thing to check.
That is the check I do. Where on the page people stop, why they stop there, and which of the several leaks is sitting on the most paid traffic. Then the fix, in that order.
What I would do first, in order.
Heatmaps and session recordings on your real traffic. Where people slow down, where they hesitate, where they leave. On a phone first, because a page that looks fine on a desktop often falls apart there.
The longest-running ad next to the first screen of the page. When the two are telling different stories, people leave before the page has said anything, however good the ad was.
There are always several. The one nearest the top touches the most paid traffic, so it goes first. You get one or two changes, ranked by how much spend each is sitting on, not a list of twenty.
Make it, measure it against the traffic you were already buying, then the next one. Not five things at once, so you always know what moved the number.
The pages this applies to: ecommerce product pages, lead-generation landing pages, webinar and VSL registration pages, application pages, and the checkout, upsell and follow-up steps behind them.
$445k of Meta ad spend into more than $1.8m of sales, on a funnel I ran with our own money.
A low-ticket front end with upsells and a membership behind it, sold from cold Meta traffic, for the agency I founded and still run the growth for. The pages in it were changed and measured this way, on our own spend.
Three steps, each priced on its own. You decide each one.
If your page turns one visitor in a hundred into a buyer and could turn two, the same ad spend buys twice the sales. That is the number the fees below are measured against.
Audit
The page most of your traffic lands on, and the numbers behind it.
Outside eyes on the page most of your paid traffic lands on, and on the economics behind it. You get a written list of where the page loses people, ranked by how much paid traffic each point touches, with what I would change and why, and a break-even target in writing.
30-day sprint
The same page, and one number we agree to move.
I make the changes: copy, structure, what is offered and in what order. You keep the ad account, and whoever runs it keeps running it. We measure before and after on the same traffic.
Ongoing
The page after that.
After the first sprint, the same method on the checkout, the upsell, the follow-up. No percentage of ad spend or sales.
Who this is for, and who it isn’t.
- You are already paying for traffic every month, and have been for a while.
- The traffic lands on a page you control and can change.
- You can make the decision yourself.
- You have someone running the ads you are happy with, or you run them yourself.
- You have not run traffic yet. There is nothing to measure against.
- You want someone to run the ads.
- You want a rebrand, a new site or a design refresh.
- You want a guarantee. There is a method and a number we agree to measure, not a promise.
The person you speak to is the person doing the work.
I spent the first half of my career producing television for the BBC, ITV and Channel 4, then wrote copy for Uber, Microsoft, Xbox, Rev and Plated. In 2019 I founded an agency, White Label Comedy, and I still run its growth. The funnel above is that agency’s.
The things people ask before booking.
Do you run the ads?
No. I work on what the ads land on. If you have a media buyer or an agency, they stay. At the end of a sprint they get told what the page now promises, so the ad and the page agree.
Do you write the copy and make the changes yourself?
Yes. The writing and the structural changes are mine, in the page builder you already use.
What if it is the offer, not the page?
Sometimes the biggest win is not on the page but in what is sold next, what it costs and the order it is offered in. If the audit says that, the sprint is the offer work instead.
What do you need from me?
Access to the page and to your numbers, and enough of your time to tell me how you think it is going. You keep every login.
What is the call?
A free twenty-minute sanity check on the page, not a pitch. Bring the page and the last thirty days of numbers. I read the page with you and tell you where I would start, and you decide whether an audit is worth $2k to you.
Bring the page and the last thirty days of numbers.
A free twenty-minute sanity check, not a pitch.