Insights · Checklist
Landing-page alignment checklist
Paid clicks that land on thin pages built for ads bounce, cost more and convert less. This checklist maps each ad group to the authority page that matches its intent, adds the inquiry elements the page needs, and measures the change.
How to use it
Before the first step.
- Requires an inventory of authority pages and of ad groups with their intents.
- Keep old landing pages live until the comparison is measured.
Steps
Each one owned and evidenced.
| # | Step | Owner | Evidence |
|---|---|---|---|
| 01 | Inventory ad groups with their keywords, intents and current landing pages. | Paid media lead | Ad group inventory |
| 02 | Inventory authority pages by question answered and intent. | Editorial lead | Page inventory |
| 03 | Map each ad group to the authority page that answers its intent; flag gaps where no page exists. | Paid media lead with editorial lead | Mapping table |
| 04 | Check message match: ad copy and page headline promise the same thing. | Paid media lead | Message match review |
| 05 | Add inquiry elements to mapped pages: a clear path to contact that sits beside the content, not over it. | Technical owner | Page change record |
| 06 | Confirm conversion tracking fires correctly on the mapped pages. | Paid media lead | Tracking test record |
| 07 | Switch landing pages for a defined test period, keeping the old pages live. | Paid media lead | Change log with dates |
| 08 | Compare cost per qualified inquiry, quality score and bounce before and after. | Measurement lead | Comparison report |
| 09 | Retire or retain old landing pages on the evidence; set the rule that new campaigns land on authority pages. | Paid media lead | Decision record and campaign rule |
By David Selakovic · Published 2026-10-16 · Revised 2026-10-16 · Reviewed every 180 days