Skill

ads-landing

Landing page quality assessment for paid advertising campaigns. Evaluates message match, page speed, mobile experience, trust signals, form optimization, and conversion rate potential. Use when user says "landing page", "post-click experience", "landing page audit", "conversion rate", or "landing page optimization".

From ads

Install

Run in your terminal

npx claudepluginhub naveedharri/benai-skills

Tool Access

This skill uses the workspace's default tool permissions.

Supporting Assets

View in Repository

requirements.txt

scripts/analyze_landing.py

scripts/capture_screenshot.py

scripts/fetch_page.py

Skill Content

Landing Page Quality for Ad Campaigns

Process

Collect landing page URLs from active ad campaigns
Read ads/references/benchmarks.md for conversion rate benchmarks
Read ads/references/conversion-tracking.md for pixel/tag verification
Assess each landing page for ad-specific quality factors
Score landing pages and identify improvement opportunities
Generate recommendations prioritized by conversion impact

Message Match Assessment

The #1 landing page issue in ad campaigns — does the page match the ad?

What to Check

Headline match: landing page H1 reflects ad copy headline/keyword
Offer match: promoted offer (price, discount, trial) is visible above fold
CTA match: landing page CTA matches ad's promised action
Visual match: consistent imagery between ad creative and page
Keyword match: search keyword appears naturally in page content

Message Match Scoring

Level	Description	Score
Exact match	Headline, offer, CTA all align perfectly	100%
Partial match	Headline matches but offer/CTA differs	60%
Weak match	Generic page, loosely related to ad	30%
Mismatch	Page content doesn't reflect ad promise	0%

Page Speed Assessment

Slow pages kill conversion rates. For every 1s delay, CVR drops ~7%.

Thresholds (Ad Landing Pages)

Metric	Pass	Warning	Fail
LCP	<2.5s	2.5-4.0s	>4.0s
FID/INP	<100ms	100-200ms	>200ms
CLS	<0.1	0.1-0.25	>0.25
Time to Interactive	<3.0s	3.0-5.0s	>5.0s
Page weight	<2MB	2-5MB	>5MB

Common Speed Issues in Ad Pages

Hero images not compressed (use WebP/AVIF)
Too many third-party scripts (chat widgets, analytics, heatmaps)
Render-blocking CSS/JS above fold
No lazy loading for below-fold content
Font files not preloaded

Mobile Experience

75%+ of ad clicks come from mobile. Mobile experience is critical.

Mobile Checklist

Tap targets: ≥48x48px with ≥8px spacing
Font size: ≥16px body text (no pinch-to-zoom needed)
Form fields: properly sized, keyboard type matches input (email, phone, number)
CTA button: full-width on mobile, visible without scrolling
No horizontal scroll
Images responsive and properly sized
Phone number clickable (tel: link)
No interstitials or popups blocking content on load

Trust Signals

Above-the-Fold Trust Elements

Company logo visible
Social proof (customer count, reviews, ratings)
Security badges (SSL, payment security, guarantees)
Recognizable client logos (B2B)
Star ratings or testimonial snippet

Below-the-Fold Trust Elements

Full testimonials with names, photos, companies
Case study highlights with specific metrics
Certifications, awards, accreditations
Privacy policy link
Physical address/phone number (local service businesses)

Form Optimization

Form Length Impact on CVR

Fields	Expected CVR Impact	Use Case
1-3 fields	Highest CVR	Top-of-funnel, free offer
4-5 fields	Moderate CVR	Mid-funnel, qualified leads
6-8 fields	Lower CVR	Bottom-funnel, sales-ready
9+ fields	Lowest CVR	Only for high-value offers

Form Best Practices

Pre-fill fields where possible (UTM data, known info)
Use multi-step forms for 5+ fields (progressive disclosure)
Show progress indicator on multi-step forms
Inline validation (don't wait until submit to show errors)
Error messages are clear and helpful
Submit button text is specific ("Get My Free Quote" not "Submit")
Thank you page has clear next steps

Ad-Specific Landing Page Elements

UTM Parameter Handling

UTM parameters captured and stored (for attribution)
Click IDs preserved: gclid (Google), fbclid (Meta), ttclid (TikTok), msclkid (Microsoft)
Parameters passed to form submissions or CRM

Dynamic Content

Dynamic keyword insertion in headline (Google Ads feature)
Location-specific content for geo-targeted campaigns
Audience-specific messaging (different pages for different segments)
A/B testing active on key elements (headline, CTA, hero image)

Conversion Tracking

Thank you page/event fires correctly for all platforms
Form submission triggers conversion event
Phone call tracking configured (if applicable)
Chat/live agent triggers tracked as micro-conversions

Landing Page Quality by Platform

Platform	Key Requirement	Notes
Google	QS component: landing page experience	Directly affects ad rank and CPC
Meta	Page load speed critical	Slow pages = Meta penalizes delivery
LinkedIn	Professional, B2B appropriate	Match LinkedIn's professional context
TikTok	Mobile-first mandatory	95%+ TikTok traffic is mobile
Microsoft	Desktop-optimized matters more	Higher desktop % than other platforms

Output

Landing Page Assessment

Landing Page Health

Message Match:    ████████░░  XX/100
Page Speed:       ██████████  XX/100
Mobile:           ███████░░░  XX/100
Trust Signals:    █████░░░░░  XX/100
Form Quality:     ████████░░  XX/100

Deliverables

LANDING-PAGE-REPORT.md — Per-page assessment with scores
Message match analysis per ad-to-page combination
Page speed improvement priorities
Mobile experience fixes
Form optimization recommendations
Quick Wins sorted by conversion impact

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Last CommitFeb 23, 2026

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