When your paid ads promise one thing and your landing page says another, conversions suffer. In this episode of The Conversion Podcast, Matt and James dig into a classic - yet often overlooked - challenge in digital marketing: maintaining a consistent “scent trail” from ad to landing page.

The case study centres on a SaaS brand running heavily paid search campaigns, both branded and non-branded. Their ads emphasised a free trial, but the landing page buried this message at the very bottom. The result? Mismatched expectations and flat conversions, despite expanding the page with more product information and CTAs.

By aligning the landing page headline and CTA with the ad promise, “Start your free trial today”, and reinforcing key points like 14-day trial length, easy setup, and cancellation flexibility, the team achieved a 7% lift in leads.

This episode is a must-listen for performance marketers, growth teams, and product leaders who want to maximise ROI from paid campaigns and ensure messaging alignment drives results.

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