How should my ad and my landing page work together?

Your ad must match the page it sends people to. If the ad is about getting an AC repaired and the page talks about pool cleaning, or the ad says get a demo and the page offers an ebook, the conversion rate will be very low. People should land on a page that directly matches what the ad promised.

From the ad click to the signup, the experience should feel like one website and one brand: the same message, color scheme, look and feel, and logo. If a landing page sends people to a booking or checkout page that looks nothing like it, visitors feel they have left your site and conversions drop. The AI Brand Kit in the Library helps you keep a consistent look from your ads all the way to your landing page.

Run ads and post from a business Facebook page whose name matches your business brand and that uses the same logo as your website, and send people to your business landing page. Do not mix brands, or mix personal and business accounts.

The one exception is the ad creative itself: it should stop the scroll. A polished, corporate looking ad can do far worse than something that looks plain or out of place, such as white text on a solid blue or red background that does not look like an ad.

If you get plenty of clicks but no leads, something after the click is wrong, because asking for contact information is one of the easiest conversions. Check that the ad and the page match. You can also try the Facebook lead form format, which keeps people inside the app and takes your website out of the equation.

Ads alone do not create clients. The offer and the system behind the ads do, so get your offer clear first.