What matters
The visitor should recognize the same service and next step after clicking. A mismatch between advertisement, page and sales conversation makes it harder to understand what is actually being offered.
Put it into practice
- Share campaign messaging with sales
- Review the destination page
- Compare inquiry questions with the offer
An example in practice
An ad promotes a consultation, but the page immediately asks for a different commitment. The team aligns the message and the next step before evaluating results.
What to track
Observe confusion about the advertised offer.