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Case Study 

Strengthening Ad Relevance Through Consistent Cross-Channel Messaging

Internal Systems + Innovation

The Problem

Campaign performance was limited by inconsistent messaging across paid social ads and landing pages. Creative and landing pages were built with generalized, catch-all messaging that failed to align with specific audience segments or platform intent. This led to low ad relevance, higher bounce rates, and missed conversion opportunities across the funnel.

Role

Oversaw messaging strategy across paid social and landing page experiences, ensuring alignment between audience targeting, creative execution, and on-page messaging across Meta, LinkedIn, and Google campaigns.
The lack of consistent, audience-specific messaging across campaigns, along with misalignment between ads and landing pages, showed something was missing. Poor performing ads and pages at the time only seemed to prove that.
-Daniel

Approach

  • Developed a segmented messaging strategy aligned to funnel stage and platform intent, tailoring messaging for Meta (more engaging and accessible), LinkedIn (enterprise-focused), and Google (growth and expansion-focused) audiences.
  • Shifted messaging toward bottom-of-funnel, benefit-driven copy with a direct, urgency-driven approach to increase conversion intent and reduce drop-off.
  • Ensured consistency between ad creative and landing page messaging, utilizing dynamic headlines, ultimately improving continuity from click to conversion and strengthening overall ad relevance.
  • Partnered closely with analytics to evaluate performance signals such as conversion rate, CPC, CPL, and on-page engagement, using insights to refine messaging and creative direction.

Results

  • Increased conversion rates through stronger alignment between ad messaging and landing page experience.
  • Improved ad relevance, contributing to lower CPC and CPL and more efficient media spend.
  • Increased on-page engagement, including higher scroll depth, longer time on page, and reduced bounce rates.
  • Strengthened creative effectiveness by aligning design more closely with clear, benefit-driven messaging.

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