Ads + Landing Page Before vs. After

Ads + Landing Page: Before vs. After

Instead of only swapping creative, the landing page the ads point to was fixed too

Improvement case

Industry · Education (consultation requests)

Channels · Meta · Google

Comparison · 4 weeks before vs. 4 weeks after

💸 CPA

-51%

$18.37 → $8.96

📝 Landing conv. rate

1.8% → 3.6%

📈 ROAS

4.0x

Up from 2.1x

⚡ Mobile load

1.9s

Down from 4.8s

Before vs. After

Metric	Before (4 weeks)	After (4 weeks)	Change
Ad CTR	1.4%	1.9%	+36%
Landing page conversion rate	1.8%	3.6%	+100%
CPA	$18.37	$8.96	-51%
ROAS	2.1x	4.0x	+90%
Mobile load time	4.8s	1.9s	-60%

Landing Page Drop-off by Step

Gray: before · Green: after (per 100 landing visits)

Landing visit

100% → 100%

Scrolled 50%

38% → 61%

CTA click

6.1% → 11.2%

Form submitted

1.8% → 3.6%

What Changed

1Matched the ad copy to the landing page headline: the benefit promised in the ad is now the first thing visitors see.

2Key benefit and CTA above the fold: visitors know what to do without scrolling.

3Reviews and trust badges right next to the CTA: less hesitation right before the click.

4Form cut from 7 fields to 3: just name, phone, and the course they're interested in.

5Mobile load time from 4.8s to 1.9s: compressed images and removed unnecessary scripts.

This reconstructs an improvement process I actually ran. Figures have been replaced with sample data to protect the client.

🔁 Ads + Landing Page: Before vs. After