A landing page is wherever a click takes someone. For online stores that is usually a product page, but it can also be a collection, the homepage or a page built for one offer, such as a bundle or a sale.
The ad earns the click; the landing page earns the sale. Paying for traffic that lands on a slow, confusing or off-message page is a quick way to waste ad spend. Check these four things:
- Message match: the page repeats the promise, product and offer of the ad.
- Speed: much social ad traffic comes from phones, so test the page on a phone over a mobile connection.
- Proof: reviews, photos of the product in use and clear guarantees.
- A clear next step: one obvious call to action, with price, shipping and delivery time easy to find.
Common mistakes: sending every ad to the homepage, testing only on a desktop, and changing the page and the ads at the same time, so you can't tell which change worked.
To see where competitors send their traffic, check the landing pages their ads point to on the Meta Ads Library page, or follow how a tracked brand's landing pages change in the Brand Tracker.