# Ad to landing page auditor Human Guide

## What This Is For
The #1 reason ads get clicks but not conversions: the landing page doesn't deliver on the ad's promise. It gives the agent a clearer input/output frame for conversion optimization: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Ad to landing page auditor agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for ad to landing page auditor.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Ad to landing page auditor guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- "Why are my ads getting clicks but no conversions?"
- "Audit my ad-to-landing page flow"
- "Check message match on our campaigns"
- "My conversion rate is low — help me figure out why"
- "Review our landing pages for our ad campaigns"
- **Ad copy** — For each ad, provide:
- Platform (Google Search / Meta / LinkedIn)
- **Landing page URLs** — The URL each ad points to
- **Conversion goal** — What should happen after someone clicks? (Demo / Trial / Purchase / Download)
- **Known conversion rates?** — Current click → conversion rate per ad/LP (if available)
- **fetch_webpage** or **curl** — for landing page analysis
- "Audit my ad-to-landing page match"

## Decision Points And Nuance
The original skill emphasizes: When to Use, Phase 0: Intake, Phase 1: Ad Inventory, Phase 2: Landing Page Audit, 2A: Content Elements, 2B: Message Match Scoring, Scoring Guide, Phase 3: Conversion Friction Analysis, Phase 4: Output Format, Executive Summary.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Important (Fix This Month)

## Copy-And-Paste Prompt
```text
Use the Ad to landing page auditor human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the gooseworks-ai/goose-skills skill entry for `ad-to-landing-page-auditor`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Ad-to-Landing Page Auditor

The #1 reason ads get clicks but not conversions: the landing page doesn't deliver on the ad's promise. This skill audits the full click path — from ad copy to landing page experience — and flags every disconnect.

**Core principle:** A great ad with a mismatched landing page is worse than a mediocre ad with a matched one. Message match is the single biggest conversion lever most startups ignore.

## When to Use

- "Why are my ads getting clicks but no conversions?"
- "Audit my ad-to-landing page flow"
- "Check message match on our campaigns"
- "My conversion rate is low — help me figure out why"
- "Review our landing pages for our ad campaigns"

## Phase 0: Intake

1. **Ad copy** — For each ad, provide:
   - Headline(s)
   - Body / description text
   - CTA text
   - Platform (Google Search / Meta / LinkedIn)
2. **Landing page URLs** — The URL each ad points to
3. **Conversion goal** — What should happen after someone clicks? (Demo / Trial / Purchase / Download)
4. **Known conversion rates?** — Current click → conversion rate per ad/LP (if available)

If the user has a CSV export from their ad platform, parse that instead.

## Phase 1: Ad Inventory

Parse the provided ads into:

| Ad ID | Platform | Headline | Body/Description | CTA | Landing Page URL | Conv Rate (if known) |
|-------|----------|----------|-----------------|-----|-----------------|---------------------|

## Phase 2: Landing Page Audit

For each unique landing page URL, fetch the page content:

```
fetch_webpage: [landing_page_url]
```

If `fetch_webpage` is not available, use `curl` to retrieve the page HTML.

Extract and score:

### 2A: Content Elements

| Element | Found? | Content |
|---------|--------|---------|
| **Hero headline** | [Y/N] | "[Text]" |
| **Subheadline** | [Y/N] | "[Text]" |
| **Primary CTA** | [Y/N] | "[Button text]" |
| **CTA above fold** | [Y/N] | — |
| **Social proof** | [Y/N] | [Logos / testimonials / metrics] |
| **Benefit list** | [Y/N] | [Key benefits listed] |
| **Form / Sign-up** | [Y/N] | [Field count: N] |
| **Video** | [Y/N] | — |
| **Trust signals** | [Y/N] | [Security badges, guarantees] |

### 2B: Message Match Scoring

For each ad → landing page pair, score on:

| Dimension | Score (1-10) | Criteria |
|-----------|-------------|----------|
| **Promise continuity** | [X] | Does the LP headline deliver on the ad's promise? |
| **Language match** | [X] | Does the LP use the same words/phrases as the ad? |
| **Visual continuity** | [X] | Does the LP feel like a continuation of the ad? (Not assessable for search) |
| **CTA alignment** | [X] | Does the LP's ask match what the ad implied? |
| **Specificity match** | [X] | If the ad was specific ("for sales teams"), is the LP specific too? |
| **Emotional match** | [X] | If the ad used fear/urgency, does the LP carry that forward? |

**Message Match Score: [Average/60]**

### Scoring Guide

| Score | Rating | Meaning |
|-------|--------|---------|
| 50-60 | Excellent | Strong match — LP delivers on every ad promise |