ad-to-landing-page-auditor

Ad-to-Landing Page Auditor

The #1 reason ads get clicks but not conversions: the landing page doesn't deliver on the ad's promise. This skill audits the full click path — from ad copy to landing page experience — and flags every disconnect.

Core principle: A great ad with a mismatched landing page is worse than a mediocre ad with a matched one. Message match is the single biggest conversion lever most startups ignore.

When to Use

• "Why are my ads getting clicks but no conversions?"
• "Audit my ad-to-landing page flow"
• "Check message match on our campaigns"
• "My conversion rate is low — help me figure out why"
• "Review our landing pages for our ad campaigns"

Phase 0: Intake

1. Ad copy — For each ad, provide:
2. Headline(s)
3. Body / description text
4. CTA text
5. Platform (Google Search / Meta / LinkedIn)
6. Landing page URLs — The URL each ad points to
7. Conversion goal — What should happen after someone clicks? (Demo / Trial / Purchase / Download)
8. Known conversion rates? — Current click → conversion rate per ad/LP (if available)

If the user has a CSV export from their ad platform, parse that instead.

Phase 1: Ad Inventory

Parse the provided ads into:

| Ad ID | Platform | Headline | Body/Description | CTA | Landing Page URL | Conv Rate (if known) | |-------|----------|----------|-----------------|-----|-----------------|---------------------|

Phase 2: Landing Page Audit

For each unique landing page URL, fetch the page content:

fetch_webpage: [landing_page_url]

If fetch_webpage is not available, use curl to retrieve the page HTML.

Extract and score:

2A: Content Elements

| Element | Found? | Content | |---------|--------|---------| | Hero headline | [Y/N] | "[Text]" | | Subheadline | [Y/N] | "[Text]" | | Primary CTA | [Y/N] | "[Button text]" | | CTA above fold | [Y/N] | — | | Social proof | [Y/N] | [Logos / testimonials / metrics] | | Benefit list | [Y/N] | [Key benefits listed] | | Form / Sign-up | [Y/N] | [Field count: N] | | Video | [Y/N] | — | | Trust signals | [Y/N] | [Security badges, guarantees] |

2B: Message Match Scoring

For each ad → landing page pair, score on:

| Dimension | Score (1-10) | Criteria | |-----------|-------------|----------| | Promise continuity | [X] | Does the LP headline deliver on the ad's promise? | | Language match | [X] | Does the LP use the same words/phrases as the ad? | | Visual continuity | [X] | Does the LP feel like a continuation of the ad? (Not assessable for search) | | CTA alignment | [X] | Does the LP's ask match what the ad implied? | | Specificity match | [X] | If the ad was specific ("for sales teams"), is the LP specific too? | | Emotional match | [X] | If the ad used fear/urgency, does the LP carry that forward? |

Message Match Score: [Average/60]

Scoring Guide

| Score | Rating | Meaning | |-------|--------|---------| | 50-60 | Excellent | Strong match — LP delivers on every ad promise | | 40-49 | Good | Minor disconnects but overall coherent | | 30-39 | Needs work | Noticeable gaps — visitor has to hunt for relevance | | 20-29 | Poor | Ad and LP feel like different products | | Below 20 | Critical | Complete mismatch — fix immediately |

Phase 3: Conversion Friction Analysis

Beyond message match, assess landing page conversion friction:

| Friction Type | Check | Status | |--------------|-------|--------| | Load time | Does the page feel heavy/slow? (Asset count proxy) | [Fast/Slow/Unknown] | | Form length | How many fields before conversion? | [N fields] — [Appropriate/Too many] | | CTA clarity | Is there one clear CTA or competing actions? | [Clear/Cluttered] | | Above-fold conversion | Can someone convert without scrolling? | [Yes/No] | | Social proof placement | Is proof near the CTA? | [Yes/No] | | Navigation distraction | Does the LP have full site nav? (Should be minimal) | [Minimal/Full nav] | | Mobile experience | Any mobile-unfriendly elements? | [Good/Issues] |

Phase 4: Output Format

# Ad-to-Landing Page Audit — [Product/Client] — [DATE]

Ads audited: [N]
Unique landing pages: [N]
Platform(s): [Google / Meta / LinkedIn]
Overall message match: [Score/60] — [Rating]

---

## Executive Summary

[3-4 sentences: Overall finding, biggest disconnect, top recommendation, estimated conversion impact]

---

## Audit Results by Ad → Landing Page Pair

### Ad 1: "[Ad headline excerpt]"
**Platform:** [Google Search / Meta / LinkedIn]
**Ad copy:**
> Headline: "[text]"
> Body: "[text]"
> CTA: "[text]"

**Landing page:** [URL]
> LP headline: "[text]"
> LP subhead: "[text]"
> LP CTA: "[button text]"

**Message Match Score: [X/60] — [Rating]**

| Dimension | Score | Issue |
|-----------|-------|-------|
| Promise continuity | [X/10] | [Specific finding] |
| Language match | [X/10] | [Specific finding] |
| CTA alignment | [X/10] | [Specific finding] |
| Specificity match | [X/10] | [Specific finding] |
| Emotional match | [X/10] | [Specific finding] |

**Disconnect found:** [Specific description of mismatch]
**Recommended fix:** [Specific change to ad or LP]

### Ad 2: ...

---

## Landing Page Friction Report

### [Landing Page URL]
| Friction Point | Status | Impact | Fix |
|---------------|--------|--------|-----|
| [Friction] | [Red/Yellow/Green] | [High/Med/Low] | [Specific fix] |

---

## Priority Fixes

### Critical (Fix This Week)
1. **[Ad/LP pair]:** [Specific mismatch] → [Specific fix]
   - Est. conversion impact: [X% improvement]

### Important (Fix This Month)
2. **[Issue]:** [Fix]

### Nice-to-Have
3. **[Issue]:** [Fix]

---

## Rewrite Suggestions

### For [Ad or LP with worst match]:

**Current ad headline:** "[current]"
**Suggested ad headline:** "[rewrite that matches LP]"

OR

**Current LP headline:** "[current]"
**Suggested LP headline:** "[rewrite that matches ad]"

Save to ad-lp-audit-[YYYY-MM-DD].md in the current working directory (or user-specified path).

Cost

| Component | Cost | |-----------|------| | Landing page fetching | Free | | Analysis | Free (LLM reasoning) | | Total | Free |

Tools Required

• fetch_webpage or curl — for landing page analysis
• No API keys required

Trigger Phrases

• "Audit my ad-to-landing page match"
• "Why is my conversion rate so low?"
• "Check message match on our campaigns"
• "Do our landing pages match our ads?"
• "Run a CRO audit on our ad funnels"