Format
Paid social landing pages, one per angle rather than one for everything
Creative gets tested weekly. The destination does not move. Six weeks in, the winning ad is arguing something the page has never mentioned, and the only signal that comes back is a bounce rate that looks like every other bounce rate.
The visitor this page is written for
They were not looking for you. They were looking at a feed, and one idea in one creative was interesting enough to interrupt that. They arrive holding exactly that one idea and nothing else: no category knowledge, no comparison in progress, no reason to scroll.
Everything follows from that. The page has to continue the specific idea rather than introduce the brand, it has to do it above the fold, and it has to make one argument rather than four, because the second argument is where a feed visitor leaves.
Which is why one page cannot serve five creatives. A page general enough to follow any of them continues none of them, and the more angles you test the more general that page has to become.
Message match, and why it decays on its own
Message match is whether the page continues the promise the ad made. It is rarely broken on purpose. It breaks because the ad and the page are written at different times, for different reasons, by people answering different questions, and because creative iterates faster than anything else in the stack.
The version that costs the most is the offer. A promotion is set up in the ad account, the page keeps its standard pricing block, and every visitor arrives looking for a discount nobody told the page about.
You can check any pair you are running right now with the free message match grader: paste the ad and the page, and it names the exact words the visitor arrived expecting and did not find. Every weight is published, no account is needed, and there is no limit, because it runs on text comparison rather than a model.
What generating per angle actually requires
The reason most brands run one page for every creative is not ignorance. It is that a page per angle is only sustainable if three things are true.
The angle is an input
Not a rewrite afterwards. You give the angle and the audience with the URL, and the page is written for that pairing from the first draft rather than retrofitted to it.
Pages cost nothing to keep
Stored pages are unlimited and always will be. A row in a database costs us nothing whether or not we host it, so charging rent on pages that sit there would be metering the wrong thing.
They go live on your domain
Export one self-contained file, or publish straight to your WordPress site or Shopify store. Republishing updates the page rather than creating a second one competing for the same ad.
Measured against the page you were already running
A new page with its own analytics tells you what the new page did. It cannot tell you whether it beat what you had, because the two are counted by different instruments with different attribution, and comparing them is comparing two definitions of a session.
So the tag comes in two halves: one for the page we built, one for the page it is replacing. Same instrument on both sides, no third-party cookie, Do Not Track and Global Privacy Control honoured, and no charge on either side however much traffic you send. Tagging the control has to be free, or nobody does it, and without the control there is no comparison to have.
If the click is warmer than this
They will read if you earn it
Longer form, story first: advertorial.
They are mid-comparison
Scannable and ranked: listicle.
They already pay somebody
Argue from the incumbent's own reviews: switcher.
Start with your URL
Paste the product you are running traffic to. We read your site, your reviews and your competitors before writing a word, and every factual claim on the page carries the source it came from.
Presell is included with Compete, alongside competitor intelligence and Answer Radar. See pricing.