If you’re spending enough money on paid ads, you should consider landing pages that you can test and optimize for paid ad traffic, specifically. Normally these pages have no-follow tags and no mention or connection to the regular website, they’re purely for converting paid ad traffic. They can also be tested to improve performance of your ad traffic, without disturbing the main website, your SEO, or your existing & returning customers’ experience.

You can mirror the messaging in your ads, leverage strong CTAs, and test the position of CTAs and forms or other conversion events. With dedicated paid ad landing pages, you can also be a bit pushier and stronger with CTAs, compared to how you’d speak to your organic website traffic. That’s an important distinction, that people who know who you are and came to find you behave entirely different than people who don’t know who you are and were doing something else when you found them.

Landing pages don’t have to be expensive, either. Often cloning an existing page and making some simple tweaks can go a long way. If you’re building a website, it’s a fraction of the normal cost to simply consider landing pages during design & development.