The Paid Ads Playbook.
Landing pages, creative, UGC and testing — what to build, what to test, and how to read the results.
Stop sending paid traffic to your homepage
Your homepage is built for people who are browsing. Paid social sends people who were just sold on one specific thing. Here’s how to tell when that mismatch is costing you, and what to build instead.
The anatomy of a landing page built for paid social traffic
A section-by-section walk through a campaign landing page, from the first screen to the sticky mobile buy bar, and the job each section has to do.
October 28, 2026 · 5 min read
Landing PagesDesigning for the thumb: mobile landing page rules for paid social
Practical rules for mobile landing pages that get paid social clicks: first-screen content, thumb-reach buttons, tap targets, pop-ups, in-app browsers and real-phone testing.
October 28, 2026 · 5 min read
Landing PagesWhere social proof belongs on a landing page
Which kinds of social proof to use, where each one belongs on a landing page, how to match proof to objections, and how to keep reviews real and compliant.
October 28, 2026 · 5 min read
Landing PagesPage speed for paid traffic: what to fix first and what to ignore
A prioritized list of page speed fixes for landing pages that get paid traffic, how to measure with PageSpeed Insights and real phones, and what not to obsess over.
October 28, 2026 · 5 min read
Landing PagesAdvertorials and listicles: when a pre-sell page beats a product page
What advertorials and listicles are, when a pre-sell page earns its extra click, when it doesn't, how to structure each, and how to keep it clearly labeled and honest.
October 28, 2026 · 5 min read