For most social ad campaigns, you should send clicks to a dedicated landing page, not your homepage, because social traffic converts better when the page matches one offer and one next step.
Your homepage is built for lots of audiences and lots of paths (services, about, blog, careers), so paid visitors often wander or bounce. A landing page is built for one ad, one promise, one action, like “Book a cleaning,” “Get a same-day pest quote,” or “Schedule a new patient exam” for an Orlando practice. If you’re paying for every click, fewer distractions usually means lower cost per lead and cleaner tracking. If you want help building the full funnel and tracking, our team covers that inside our PPC management service.
| Destination | Best for | Pros | Cons | What it should include |
|---|---|---|---|---|
| Dedicated landing page | Lead gen, appointments, quote requests, promo offers | One clear CTA, better message match, easier testing, cleaner attribution | Needs setup time, needs ongoing testing | Headline that repeats the ad promise, short proof (reviews, badges, photos), 1 primary CTA, fast mobile load, simple form or click-to-call |
| Homepage | Brand awareness, broad “learn about us” campaigns, investor or PR traffic | Full brand story, navigation for research-heavy visitors | Too many exits, harder to measure one conversion path | Clear primary CTA above the fold, strong location/service clarity, obvious phone and hours, fast load |
When a homepage can be the right move: (1) your campaign goal is reach or video views and you just want people to learn who you are, (2) you’re retargeting warm users who already know your offer and want to explore, (3) you truly have only one service and your homepage already behaves like a landing page (minimal navigation and a strong single CTA).
When a landing page is the safer default: (1) you run “Book now,” “Get pricing,” “Free consultation,” or any time-sensitive promo, (2) you target multiple services (dentistry, law, home services) and each ad speaks to a different problem, (3) you want reliable conversion tracking with one primary action.
Quick setup we use for local Orlando ads: one page per offer, one page per audience if the message changes (for example, emergency pest control versus ongoing prevention), and one clear conversion goal (call, form, booking). Use UTM tags on every ad link, track phone clicks and form submits, and keep the form short (name, phone, and the one detail you actually need). If you’re still fuzzy on definitions, this breakdown helps: website vs webpage vs landing page.
If you want, tell us what you’re advertising (service, offer, and audience) and we’ll outline the landing page sections that fit your business and what to track so you can judge results without guessing.
