Should I Change the Ad or Landing Page?

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northbyte

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Hello guys,
I am getting leads from my PPC ads, but most of them are not the customers I am looking for. the ads are getting clicks and inquiries, so I do not think the campaign is completely wrong. but when I check the leads, many are asking for something diffrent from what I offer.
Not sure if the ad is bringing the wrong people or the page is confusing them.

What should I do please help me?
 
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The important this is missing The Testing phase , first you should crreate 3 to 5 ads with slightly difference that can be landing page , ad , or audience, if you have clear about your audience then create 2 to 3 diff ads. If you are struggling to find your right audience, that is your case acccording to me you should create 2 to 4 diff ads with diff audience, then chose that one which is optimal , for ease you can use any sought of ads management tool
 
northbyte said:
Hello guys,
I am getting leads from my PPC ads, but most of them are not the customers I am looking for. the ads are getting clicks and inquiries, so I do not think the campaign is completely wrong. but when I check the leads, many are asking for something diffrent from what I offer.
Not sure if the ad is bringing the wrong people or the page is confusing them.

What should I do please help me?
Click to expand...
From my experience, if CTR is above 1.5-2% but the page converts poorly, fix the landing page first; if CTR is below 1%, I'd test the ad before touching the page.
 
Compare the leads from each keyword and ad separately. You may find that only a few parts of the campaign are bringing the wrong audience.
 
northbyte said:
Hello guys,
I am getting leads from my PPC ads, but most of them are not the customers I am looking for. the ads are getting clicks and inquiries, so I do not think the campaign is completely wrong. but when I check the leads, many are asking for something diffrent from what I offer.
Not sure if the ad is bringing the wrong people or the page is confusing them.

What should I do please help me?
Click to expand...

Check if the lead is looking for the same thing you are offering. If not, the problem may be with the ad.
 
northbyte said:
Hello guys,
I am getting leads from my PPC ads, but most of them are not the customers I am looking for. the ads are getting clicks and inquiries, so I do not think the campaign is completely wrong. but when I check the leads, many are asking for something diffrent from what I offer.
Not sure if the ad is bringing the wrong people or the page is confusing them.

What should I do please help me?
Click to expand...
Make your ad copy more specific about who you want to attract and clearly explain your offer on the landing page. Sometimes getting more clicks is not the goal, getting the right clicks is!
 
Quick way to actually answer your question: pull your search terms report and see what people typed before clicking your ad. If the queries are already off-topic from what you offer, it's the ad/targeting (broad match usually the culprit). If the queries are spot-on but leads still ask for something else, it's the landing page — usually a message match problem, where your headline/offer on the page doesn't mirror what the ad promised, so people fill the form based on assumptions.


Longer term though — and no offense, bro, but a lot of marketers don't fully know what they're selling, and a lot of business owners don't fully know how to promote it. That's just how this industry runs. Before you touch the ad or the page again, talk to 10 of your existing customers (even a 20-30 min call each). Ask what mattered to them, why they actually bought. You'll get their real language and triggers — not the ones you assume — and that's what goes into your ad copy and landing page. End result: a clean funnel — Ad → Landing Page → CTA → Thank You page (and treat the thank you page as the start of the next step, not the finish line).
 
I’d check the ad first by reviewing search terms and targeting. If clicks are relevant, then compare the ad promise with the landing page messaging.
 
Check which areas the bad leads are coming from. one location may be bringing lots of leads but very few real customers.
 
First check the search terms and ad message. If clicks are from the right keywords, then fix the landing page so it clearly says what you offer.
 
northbyte said:
Hello guys,
I am getting leads from my PPC ads, but most of them are not the customers I am looking for. the ads are getting clicks and inquiries, so I do not think the campaign is completely wrong. but when I check the leads, many are asking for something diffrent from what I offer.
Not sure if the ad is bringing the wrong people or the page is confusing them.

What should I do please help me?
Click to expand...
Try to check if the ad and kanding page match. maybe people are clicking because they expect something diffrent.
 
I’d also add one or two qualifying questions to the form, such as what service they need, their location, or budget. This can filter out irrelevant inquiries and show whether the real issue is the traffic or simply a form that is too easy for anyone to submit.
 
You should check your search terms first and also you may need to add negative keywords and make the ad and landing page more clear.
 
I’d make the offer more specific before changing everything. Clearly say who you work with and what you dont offer, so the wrong people can filter themselves out before filling the form.
 
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