Written by Ajesh Unnithan
Before you launch a Google or Meta campaign, follow the journey your customer will take. Open the destination page on your phone, read the offer and try to enquire.
Can you understand what is being offered? Does the button work? Does the enquiry actually reach the business?
For Irish businesses paying to attract potential customers, these checks deserve attention before the first click. Use this checklist to review a new campaign landing page.
1. Match the page to the advert
Someone clicking an advert for a specific service should immediately recognise that service on the page.
If your advert promotes bookkeeping for small businesses in Cork, a homepage headed “Helping Businesses Succeed” makes visitors search for the connection. A dedicated page explaining the bookkeeping service gives them a clearer starting point.
Google’s landing-page guidance recommends matching the destination closely to the advert and keywords.
Check the offer, location and wording together. An advertised discount should not disappear when someone reaches the website.
2. Explain the offer before asking for details
Visitors should understand what they are enquiring about before handing over their information.
Explain who the service suits, what is included and where it is available. If you display prices, make the currency and charging basis clear: per month, per project or per appointment.
For an Ireland-focused campaign, state the actual counties or areas served. If you also work remotely with UK or US customers, explain that without implying you have offices there.
When pricing requires a quotation, describe what determines the cost and what happens after an enquiry.
3. Give visitors a specific next step
“Submit” tells someone very little. “Request a Quote” or “Book an Initial Call” explains the action more clearly.
Choose a main action that fits the offer. Keep useful navigation and contact information accessible, but avoid giving equal prominence to several unrelated offers.
Consider this fictional example:
Before: A renovation advert opens a general homepage with “Welcome”, several service categories and a “Learn More” button.
After: It opens a page headed “Bathroom Renovation in Cork”, with the actual service area, examples of completed work and a “Request a Bathroom Quote” button.
The improvement is clarity. It does not require an elaborate redesign.
4. Use evidence you can stand behind
Place relevant proof near the decision point.
For a service business, this might mean an approved project example, an authentic customer review or a clear explanation of how the work is delivered.
For ecommerce, show the actual product, useful specifications, delivery information and accessible returns details.
Avoid unsupported awards, invented testimonials and guaranteed results. A straightforward explanation of your process is more useful than an impressive claim you cannot substantiate.
5. Complete the enquiry on mobile
Test the page on a real phone using mobile data.
Check whether text is readable, buttons are easy to tap and pop-ups obscure the form. Complete every required field and deliberately leave one blank to check the error message.
Then confirm the enquiry arrives in the correct inbox or CRM. A success message on the website is only half the test.
Check telephone, email and WhatsApp links separately. For WhatsApp, verify the destination number and any prefilled message.
6. Measure completed actions accurately
Decide what counts as a useful outcome before launching.
A contact-button click, a successful form submission and a qualified enquiry are different stages. Google supports tracking button and link clicks, but a recorded click alone does not prove someone contacted you.
Label these actions clearly in reporting. Test that unsuccessful form attempts are not counted as completed enquiries, and keep a simple record of which enquiries become suitable opportunities.
Your final launch check
Mark each item pass or fail:
- The page matches the advert and service area.
- The offer and main action are clear.
- Claims and project examples are accurate.
- The mobile enquiry reaches the business.
- Contact links open the correct destination.
- Tracking distinguishes clicks from completed enquiries.
Fix broken enquiry routes and misleading offers before adjusting fonts or decorative details.
Need help reviewing your campaign journey? Discuss your project with me.
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