Summary: Ads send people with intent — websites distract them with options.
Problem: Many SMEs drive paid traffic to their homepage instead of focused landing pages.
Solution: Create single-purpose pages that match ad promises and reduce friction.
Comparison:
Homepage traffic: confusion
Poor landing page: drop-offs
Focused landing: clear conversions
Actionable Recommendation: Build one landing page per campaign with a single CTA — test it before scaling ad spend.