Ad-to-Landing Page Auditor
The #1 reason ads get clicks but not conversions: the landing page doesn't deliver on the ad's promise. This skill audits the full click path — from ad copy to landing page experience — and flags every disconnect.
Core principle: A great ad with a mismatched landing page is worse than a mediocre ad with a matched one. Message match is the single biggest conversion lever most startups ignore.
When to Use
- "Why are my ads getting clicks but no conversions?"
- "Audit my ad-to-landing page flow"
- "Check message match on our campaigns"
- "My conversion rate is low — help me figure out why"
- "Review our landing pages for our ad campaigns"
Phase 0: Intake
- Ad copy — For each ad, provide:
- Headline(s)
- Body / description text
- CTA text
- Platform (Google Search / Meta / LinkedIn)
- Landing page URLs — The URL each ad points to
- Conversion goal — What should happen after someone clicks? (Demo / Trial / Purchase / Download)
- Known conversion rates? — Current click → conversion rate per ad/LP (if available)
If the user has a CSV export from their ad platform, parse that instead.
Phase 1: Ad Inventory
Parse the provided ads into:
| Ad ID | Platform | Headline | Body/Description | CTA | Landing Page URL | Conv Rate (if known) |
|---|
Phase 2: Landing Page Audit
For each unique landing page URL, fetch the page content:
fetch_webpage: [landing_page_url]
If fetch_webpage is not available, use curl to retrieve the page HTML.
Extract and score:
2A: Content Elements
| Element | Found? | Content |
|---|---|---|
| Hero headline | [Y/N] | "[Text]" |
| Subheadline | [Y/N] | "[Text]" |
| Primary CTA | [Y/N] | "[Button text]" |
| CTA above fold | [Y/N] | — |
| Social proof | [Y/N] | [Logos / testimonials / metrics] |
| Benefit list | [Y/N] | [Key benefits listed] |
| Form / Sign-up | [Y/N] | [Field count: N] |
| Video | [Y/N] | — |
| Trust signals | [Y/N] | [Security badges, guarantees] |
2B: Message Match Scoring
For each ad → landing page pair, score on:
| Dimension | Score (1-10) | Criteria |
|---|---|---|
| Promise continuity | [X] | Does the LP headline deliver on the ad's promise? |
| Language match | [X] | Does the LP use the same words/phrases as the ad? |
| Visual continuity | [X] | Does the LP feel like a continuation of the ad? (Not assessable for search) |
| CTA alignment | [X] | Does the LP's ask match what the ad implied? |
| Specificity match | [X] | If the ad was specific ("for sales teams"), is the LP specific too? |
| Emotional match | [X] | If the ad used fear/urgency, does the LP carry that forward? |
Message Match Score: [Average/60]
Scoring Guide
| Score | Rating | Meaning |
|---|---|---|
| 50-60 | Excellent | Strong match — LP delivers on every ad promise |
| 40-49 | Good | Minor disconnects but overall coherent |
| 30-39 | Needs work | Noticeable gaps — visitor has to hunt for relevance |
| 20-29 | Poor | Ad and LP feel like different products |
| Below 20 | Critical | Complete mismatch — fix immediately |
Phase 3: Conversion Friction Analysis
Beyond message match, assess landing page conversion friction:
| Friction Type | Check | Status |
|---|---|---|
| Load time | Does the page feel heavy/slow? (Asset count proxy) | [Fast/Slow/Unknown] |
| Form length | How many fields before conversion? | [N fields] — [Appropriate/Too many] |
| CTA clarity | Is there one clear CTA or competing actions? | [Clear/Cluttered] |
| Above-fold conversion | Can someone convert without scrolling? | [Yes/No] |
| Social proof placement | Is proof near the CTA? | [Yes/No] |
| Navigation distraction | Does the LP have full site nav? (Should be minimal) | [Minimal/Full nav] |
| Mobile experience | Any mobile-unfriendly elements? | [Good/Issues] |
Phase 4: Output Format
markdown# Ad-to-Landing Page Audit — [Product/Client] — [DATE] Ads audited: [N] Unique landing pages: [N] Platform(s): [Google / Meta / LinkedIn] Overall message match: [Score/60] — [Rating] --- ## Executive Summary [3-4 sentences: Overall finding, biggest disconnect, top recommendation, estimated conversion impact] --- ## Audit Results by Ad → Landing Page Pair ### Ad 1: "[Ad headline excerpt]" **Platform:** [Google Search / Meta / LinkedIn] **Ad copy:** > Headline: "[text]" > Body: "[text]" > CTA: "[text]" **Landing page:** [URL] > LP headline: "[text]" > LP subhead: "[text]" > LP CTA: "[button text]" **Message Match Score: [X/60] — [Rating]** | Dimension | Score | Issue | |-----------|-------|-------| | Promise continuity | [X/10] | [Specific finding] | | Language match | [X/10] | [Specific finding] | | CTA alignment | [X/10] | [Specific finding] | | Specificity match | [X/10] | [Specific finding] | | Emotional match | [X/10] | [Specific finding] | **Disconnect found:** [Specific description of mismatch] **Recommended fix:** [Specific change to ad or LP] ### Ad 2: ... --- ## Landing Page Friction Report ### [Landing Page URL] | Friction Point | Status | Impact | Fix | |---------------|--------|--------|-----| | [Friction] | [Red/Yellow/Green] | [High/Med/Low] | [Specific fix] | --- ## Priority Fixes ### Critical (Fix This Week) 1. **[Ad/LP pair]:** [Specific mismatch] → [Specific fix] - Est. conversion impact: [X% improvement] ### Important (Fix This Month) 2. **[Issue]:** [Fix] ### Nice-to-Have 3. **[Issue]:** [Fix] --- ## Rewrite Suggestions ### For [Ad or LP with worst match]: **Current ad headline:** "[current]" **Suggested ad headline:** "[rewrite that matches LP]" OR **Current LP headline:** "[current]" **Suggested LP headline:** "[rewrite that matches ad]"
Save to ad-lp-audit-[YYYY-MM-DD].md in the current working directory (or user-specified path).
Cost
| Component | Cost |
|---|---|
| Landing page fetching | Free |
| Analysis | Free (LLM reasoning) |
| Total | Free |
Tools Required
- fetch_webpage or curl — for landing page analysis
- No API keys required
Trigger Phrases
- "Audit my ad-to-landing page match"
- "Why is my conversion rate so low?"
- "Check message match on our campaigns"
- "Do our landing pages match our ads?"
- "Run a CRO audit on our ad funnels"
