Message matching, like the unbounce campaign above. Without message matching, people will bounce right to industry leads your landing page because it looks unfamiliar and incohesive.) and good ads — ads that get people to click — contain more specific details, offers, and calls-to-action than your homepage. Don't force visitors. To industry leads browse your website from the homepage: give them exactly what your ad promised them. If you're sending ad traffic to your homepage, you might as well be wasting money, especially when you're paying for each click with ppc ads. Every time a visitor lands on your homepage from an ad, you pay… for what? If they don't fill out a form, sign up, or industry leads convert, what exactly do you get that money for? Don't use your homepage as a landing page. Landing page vs product pages a home page is too general to serve as a landing page. But what about your feature or product pages? Your ad is promoting a specific product.