Imported from gooseworks-ai/goose-skills (skills/ads/composites/ad-to-landing-page-auditor/SKILL.md). Install upstream with npx skills add gooseworks-ai/goose-skills --skill ad-to-landing-page-auditor. Copyright stays with the author.

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

Ad copy — For each ad, provide:
- Headline(s)
- Body / description text
- CTA text
- 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)

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
40-49	Good	Minor disconnects but overall coherent
30-39	Needs work	Noticeable gaps — visitor has to hunt for relevance
20-29	Poor	Ad and LP feel like different products
Below 20	Critical	Complete mismatch — fix immediately

Phase 3: Conversion Friction Analysis

Beyond message match, assess landing page conversion friction:

Friction Type	Check	Status
Load time	Does the page feel heavy/slow? (Asset count proxy)	[Fast/Slow/Unknown]
Form length	How many fields before conversion?	[N fields] — [Appropriate/Too many]
CTA clarity	Is there one clear CTA or competing actions?	[Clear/Cluttered]
Above-fold conversion	Can someone convert without scrolling?	[Yes/No]
Social proof placement	Is proof near the CTA?	[Yes/No]
Navigation distraction	Does the LP have full site nav? (Should be minimal)	[Minimal/Full nav]
Mobile experience	Any mobile-unfriendly elements?	[Good/Issues]

Phase 4: Output Format

# Ad-to-Landing Page Audit — [Product/Client] — [DATE]

Ads audited: [N]
Unique landing pages: [N]
Platform(s): [Google / Meta / LinkedIn]
Overall message match: [Score/60] — [Rating]

---

## Executive Summary

[3-4 sentences: Overall finding, biggest disconnect, top recommendation, estimated conversion impact]

---

## Audit Results by Ad → Landing Page Pair

### Ad 1: "[Ad headline excerpt]"
**Platform:** [Google Search / Meta / LinkedIn]
**Ad copy:**
> Headline: "[text]"
> Body: "[text]"
> CTA: "[text]"

**Landing page:** [URL]
> LP headline: "[text]"
> LP subhead: "[text]"
> LP CTA: "[button text]"

**Message Match Score: [X/60] — [Rating]**

| Dimension | Score | Issue |
|-----------|-------|-------|
| Promise continuity | [X/10] | [Specific finding] |
| Language match | [X/10] | [Specific finding] |
| CTA alignment | [X/10] | [Specific finding] |
| Specificity match | [X/10] | [Specific finding] |
| Emotional match | [X/10] | [Specific finding] |

**Disconnect found:** [Specific description of mismatch]
**Recommended fix:** [Specific change to ad or LP]

### Ad 2: ...

---

## Landing Page Friction Report

### [Landing Page URL]
| Friction Point | Status | Impact | Fix |
|---------------|--------|--------|-----|
| [Friction] | [Red/Yellow/Green] | [High/Med/Low] | [Specific fix] |

---

## Priority Fixes

### Critical (Fix This Week)
1. **[Ad/LP pair]:** [Specific mismatch] → [Specific fix]
   - Est. conversion impact: [X% improvement]

### Important (Fix This Month)
2. **[Issue]:** [Fix]

### Nice-to-Have
3. **[Issue]:** [Fix]

---

## Rewrite Suggestions

### For [Ad or LP with worst match]:

**Current ad headline:** "[current]"
**Suggested ad headline:** "[rewrite that matches LP]"

OR

**Current LP headline:** "[current]"
**Suggested LP headline:** "[rewrite that matches ad]"

Save to ad-lp-audit-[YYYY-MM-DD].md in the current working directory (or user-specified path).

Cost

Component	Cost
Landing page fetching	Free
Analysis	Free (LLM reasoning)
Total	Free

Tools Required

fetch_webpage or curl — for landing page analysis
No API keys required

Trigger Phrases

"Audit my ad-to-landing page match"
"Why is my conversion rate so low?"
"Check message match on our campaigns"
"Do our landing pages match our ads?"
"Run a CRO audit on our ad funnels"

ad-to-landing-page-auditor

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