The short answer
The click is already paid for. Whether it becomes an enquiry is decided by whether the page says what the ad promised, loads quickly, and makes the next step obvious on a phone.
Most of the improvement available in a campaign is on the page rather than in the targeting.
Match the promise
Someone who clicked an ad about one service and lands on a general home page has to work out where to go. A meaningful share will not.
- Use the same words in the headline as the ad
- Answer the question the ad raised, immediately
- Remove navigation that leads away from the action
- Put the form or the call button where it is visible without scrolling
- Keep one action, not five
Speed is spend
| Fault | Effect |
|---|---|
| Slow page on mobile | People leave before it renders |
| Large images | The usual cause |
| Third-party scripts blocking render | Delays everything |
| Form that loads separately | Visible late, missed entirely |
Test the page you advertise on a throttled mobile connection, not your office broadband. That is the experience you are paying for.
The form is the conversion
Every additional field costs completions. Ask for what you need to respond usefully and nothing else. Name, contact and what they want is usually enough.
Make errors specific and keep what was typed. A form that clears itself on a validation error loses people who were otherwise ready to send.
Fix the technical faults first
- Submit the form yourself from a phone, on mobile data.
- Confirm the enquiry arrives.
- Check the page loads in a couple of seconds on that connection.
- Check the form works with autofill, which fills fields you did not expect.
- Check it works with a password manager active.
Points four and five find real faults. Autofill touches hidden fields and password managers behave unexpectedly, and both can break a form in ways that never show up in testing.