ads-landing

4.0s FID/INP <100ms 100-200ms 200ms CLS <0.1 0.1-0.25 0.25 Time to Interactive <3.0s 3.0-5.0s 5.0s Page weight <2MB 2-5MB 5MB Common Speed Issues in Ad Pages Hero images not compressed (use WebP/AVIF) Too many third-party scripts (chat widgets, analytics, heatmaps) Render-blocking CSS/JS above fold No lazy loading for below-fold content Font files not preloaded Mobile Experience 75%+ of ad clicks come from mobile. Mobile experience is critical. Mobile Checklist Tap targets: ≥48x48px with ≥8px spacing Font size: ≥16px body text (no pinch-to-zoom needed) Form fields: properly sized, keyboard type matches input (email, phone, number) CTA button: full-width on mobile, visible without scrolling No horizontal scroll Images responsive and properly sized Phone number clickable (tel: link) No interstitials or popups blocking content on load Trust Signals Above-the-Fold Trust Elements Company logo visible Social proof (customer count, reviews, ratings) Security badges (SSL, payment security, guarantees) Recognizable client logos (B2B) Star ratings or testimonial snippet Below-the-Fold Trust Elements Full testimonials with names, photos, companies Case study highlights with specific metrics Certifications, awards, accreditations Privacy policy link Physical address/phone number (local service businesses) Form Optimization Form Length Impact on CVR Fields Expected CVR Impact Use Case 1-3 fields Highest CVR Top-of-funnel, free offer 4-5 fields Moderate CVR Mid-funnel, qualified leads 6-8 fields Lower CVR Bottom-funnel, sales-ready 9+ fields Lowest CVR Only for high-value offers Form Best Practices Pre-fill fields where possible (UTM data, known info) Use multi-step forms for 5+ fields (progressive disclosure) Show progress indicator on multi-step forms Inline validation (don't wait until submit to show errors) Error messages are clear and helpful Submit button text is specific ("Get My Free Quote" not "Submit") Thank you page has clear next steps Ad-Specific Landing Page Elements UTM Parameter Handling UTM parameters captured and stored (for attribution) Click IDs preserved: gclid (Google), fbclid (Meta), ttclid (TikTok), msclkid (Microsoft) Parameters passed to form submissions or CRM Dynamic Content Dynamic keyword insertion in headline (Google Ads feature) Location-specific content for geo-targeted campaigns Audience-specific messaging (different pages for different segments) A/B testing active on key elements (headline, CTA, hero image) Conversion Tracking Thank you page/event fires correctly for all platforms Form submission triggers conversion event Phone call tracking configured (if applicable) Chat/live agent triggers tracked as micro-conversions Landing Page Quality by Platform Platform Key Requirement Notes Google QS component: landing page experience Directly affects ad rank and CPC Meta Page load speed critical Slow pages = Meta penalizes delivery LinkedIn Professional, B2B appropriate Match LinkedIn's professional context TikTok Mobile-first mandatory 95%+ TikTok traffic is mobile Microsoft Desktop-optimized matters more Higher desktop % than other platforms Output Landing Page Assessment Landing Page Health Message Match: ████████░░ XX/100 Page Speed: ██████████ XX/100 Mobile: ███████░░░ XX/100 Trust Signals: █████░░░░░ XX/100 Form Quality: ████████░░ XX/100 Deliverables LANDING-PAGE-REPORT.md — Per-page assessment with scores Message match analysis per ad-to-page combination Page speed improvement priorities Mobile experience fixes Form optimization recommendations Quick Wins sorted by conversion impact