Principle breakdown
Message match
The headline mirrors the ad
Visitors expect the page to continue the story from the ad they clicked. When your headline repeats the promise from the ad or search term, people know they're in the right place and stay to read.
- What I do
- Match each page headline to its ad group and keywords
- Why it matters
- Fewer instant bounces and better ad relevance
Before
Ad: "Emergency plumber in Austin, 30-min response" Page: "Welcome to Smith & Sons Plumbing"
After
Ad: "Emergency plumber in Austin, 30-min response" Page: "Emergency plumber in Austin, at your door in 30 minutes"

