Marketers often struggle to improve paid media results. The typical approach? Tweaking ad targeting, copy, or creative elements. While these are all important factors, a powerful lever is frequently overlooked: optimizing landing pages and the post-click experience.

Here is why focusing on landing pages should be one of your first steps in enhancing paid media efficiency:

1. Higher Conversions and Return on Ad Spend (ROAS)

Refining ad creative can drive more traffic, but it's wasted if visitors don't convert. By optimizing your landing pages, you can significantly boost conversion rates and lower cost per acquisition. The math is obvious: A ten percent improvement in your conversion landing page can translate to significantly lower paid media spend required for each sale or customer.  At LIFT, we helped BabyCenter double conversion on their SEM landing pages, which helped lower CAC by more than 50%. We also helped a D2C beauty company improve checkout flow conversion by 10%, which translated to a 34% lower CPA with their paid social spend. 

2. Improved Ad Quality Scores

Both Google and Meta algorithms assess the quality and relevance of ads and landing pages. Higher-converting pages typically indicate better user experience, leading to higher quality scores. This can result in better ad placements and lower costs per click without increasing bids.

3. Targeted Messaging Through Segmentation

Personalizing landing pages based on audience type, offer, and funnel stage can sharpen your campaigns' focus. Studies show that personalized calls-to-action on your landing pages can increase conversions by up to 202%. Tailor your pages for different segments like new visitors vs. returning customers or upper-funnel vs. lower-funnel prospects.

4. Optimize the Entire Post-Click Journey

Don't stop at the landing page—consider the full conversion process, including e-commerce checkout pages. At LIFT, we've achieved a 10% increase in post-click conversions for various brands, helping to lower customer acquisition costs across digital channels.

When aiming to maximize Paid Media performance, your landing pages and conversion flow shouldn't be an afterthought—they are a critical step for improving results.

View the original post on LIFT Agency's blog.