Same ad, same audience, same budget. Send that traffic to a homepage versus a product or service page versus a collection page, and you'll get three completely different outcomes. I see this constantly across accounts and it's one of the most underrated parts of the entire consumer journey. Why the landing page is a journey stage, not a technical setting When someone clicks an ad, they've already formed an expectation in their head based on what the ad showed them. If the pag

A prospect told me something a while back that stuck with me. They'd wanted to get into performance marketing for a long time and still hadn't. Not because they didn't have the budget or the need, but because every agency they'd spoken to had put them off somewhere along the way. Why good budgets still don't convert into good clients The reasons they gave me were almost all about the journey of working with someone, not the service itself. Proposals that took too long to arri

I was on a call with a prospect recently and we ended up talking about something that has nothing to do with ad spend or targeting. Their leads were good. Real companies, real budgets, real intent in the form submissions. And still, almost none of them were converting into actual conversations. Nobody was picking up the phone. People were asking to be emailed instead, or to be followed up with later, and then just going quiet. Why does this keep happening even with good leads