Where should your ad click land?

When you pay for an ad, you're paying for the click. What happens after the click is up to your website.

A lot of small-business ads send everyone to the home page. Someone searched "water heater repair Clovis," tapped your ad, and now they're looking at a slideshow, a mission statement, and a menu with eight services. They have to hunt for the thing they asked about. Some will. Some will hit the back button and tap the next result.

There's an easy fix. Send each ad to the page for the service in that ad.

Match the page to the ad

If the ad says water heater repair, the page they land on should say water heater repair at the top. It shouldn't open on "Welcome to our family business" or your full list of services.

Here's a quick check. Read your ad, then look at the first screen of the page it opens. Ask yourself:

• Does the headline name the same service the ad named?
• Can they see your phone number or a call button without scrolling?
• Is the town or area you serve on the page?
• If the ad mentions an offer, is that offer on the page too?

If any answer is no, that's the first thing to fix.

Build one page per service you advertise

You don't need a page for every service you've ever done. You need a page for each service you're paying to promote.

Each page should have:

• A headline that names the job. "Water heater repair in Clovis and Fresno" tells them they're in the right place.
• A call button near the top. If they tapped your ad on a phone, calling should take one tap.
• What the job includes. A few plain sentences on what you do and what they can expect.
• A price range if you can give one. Something like "Most repairs run $X to $Y" helps people decide to call.
• A short form for people who'd rather not call. Name, phone, and what they need is usually enough.
• Real photos of your work. Skip the stock photos if you can.

Leave out anything that pulls them away, like a big blog feed or links to services the ad didn't mention.

Point the ad at the right page

In Google Ads, Facebook, or wherever you run ads, each ad has a link setting, sometimes called the final URL. Change it from your home page to the service page.

If you run one ad for drain cleaning and one for water heaters, they should open two different pages. It doesn't take long to set up, and you only have to do it once per ad.

Check it on your phone

Before you call it done, tap your own link on your phone. Pretend you're the customer.

• Does the page load fast?
• Is the service name the first thing you see?
• Can you call with one tap?
• Does the form work, and do you get the message?

Send a test through the form and make sure it lands in your inbox. A broken form on a paid page means you're paying for leads you never see.

Watch what happens for a few weeks

Google Ads and Facebook both show how many people clicked. Compare that to how many calls and form messages you got. If lots of people click but few reach out, the page is the place to look first.

You don't need fancy tracking to start. Ask new callers how they found you, and jot it down.

If you want service pages that are ready for your ads, talk with Hexacomb. You run the business. We take care of your website.