A page built for one campaign and one action, usually with the site navigation stripped back so there is nowhere to wander off to.
Sending advertising traffic to a homepage is the most common and most expensive mistake in small business paid search. The homepage is built for everybody, and the person clicking your ad has one specific problem.
A matched landing page also raises Quality Score, which lowers cost per click. The saving is often larger than the cost of building the page.
| Homepage | Matched landing page | |
| Clicks | 333 | 333 |
| Quality Score | 4 | 8 |
| Cost per click | $6.00 | $4.20 |
| Conversion rate | 1.1% | 3.4% |
| Enquiries | 3.7 | 11.3 |
| Cost per enquiry | $540 | $124 |
The page pays for itself in the first month at almost any build cost.
This comes up most often in Conversion Rate Optimisation. Finding and fixing the points where visitors leave — usually cheaper than buying more visitors.
A free consult is twenty minutes and there is no pitch deck at the end of it.