I keep seeing the same pattern with Facebook ads. It drives me crazy.

The ad will perform well. It has a good click-through rate with solid engagement. But then those leads bounce when they hit the site.

The ad will be specific to their offering with a great hook that gets people interested.

But then they’ll send that lead to the main business website. And that website lists 5 services that don’t match the offer. Now the lead is lost and they bounce.

I saw this recently with someone running ads for legal coaching. His ad had a click-through rate that you’d think would generate a 4x or so return on ad spend. But he was barely at 2x. Not at all terrible but was definitely missing out.

With a separate landing page just for the coaching, the same ad started to perform at a 3x.

The disconnect is expensive. You’re paying for clicks on a specific offer, then confusing people when they land.

If you’re advertising coaching, the landing page should only show coaching. If you’re advertising meal prep, only show meal prep.

It should be this simple:

• What is your offer?
• Does the page you’re sending them to deliver ONLY that thing?

If not, make a simple landing page first. Even a basic one-pager should perform better than a generic homepage.