A shorter landing page is not automatically the path to lower CPA, particularly when a big-ticket purchase requires a great deal of explanation. Set up a split test this week, holding traffic and offer constant, and judge conversion rate to lead alongside qualified pipeline, not PII capture alone.

Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.

What was published

Landing Page Best Practices: When to Trust Them and When to Question Them

Use landing page best practices as a starting point when a/b testing. Let your account data guide what to test, how to test it, and when to challenge the standard in practice. The post Landing Page Best Practices: When to Trust Them and When to Question Them first appeared on PPC Hero .

Read the original on PPC Hero

What we'd do about it

Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.

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