Landing Pages & Campaign Sites
A separate property for paid traffic, so the campaign can be judged on its own numbers without polluting the marketing site.
Why not just send ads to the homepage?
Because a homepage answers twenty questions and a campaign asks one. The ad promised something specific; the page has to deliver that in the first viewport and offer exactly one next step. Every additional link is a way out.
Why a separate deployment?
Isolation. The landing page runs its own analytics and its own conversion tracking, so paid performance stays measurable without being tangled up in organic traffic. It is deliberately excluded from search, so it never competes with the main site for the same terms. And it can be rebuilt or replaced for a new campaign without touching anything that ranks.
What goes on the page?
The promise from the ad, proof it is true, the specific thing being offered, and a form or a phone number. Not a services menu, not a blog teaser, not a footer full of exits. Length is decided by how much convincing the offer needs, not by a template.
How is it measured?
Conversions land in the CRM tagged with their source via Google Ads conversion tracking, so a campaign is judged on booked work rather than form fills. A page that produces cheap leads that never close is a failure with good-looking numbers.