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Search marketing4 min read
Write the landing page before the ad
Ads get easier the moment the page already exists. The order you work in matters more than most teams admit.
Teams often write ads first because ads are small and feel quick. Then the click lands on a homepage built for everyone, and the campaign spends the next month paying for a mismatch.
The page is the argument
When you write the page first, you decide what the offer is, who it's for, and what proof it carries. The ad then has an easy job: repeat one line of that argument to the one person searching for it.
It also makes the numbers honest. A page that converts tells you the message is right; a page that doesn't tells you to change the offer before you touch the bid.