Good ads that send people to a slow, confusing page waste money. Here is why marketing and tech should plan together.
Picture a business spending a healthy amount on Google Ads every month. The ads are fine and the click-through rate is decent. But the landing page takes several seconds to load on a phone, and the enquiry form asks for eleven fields.
The ads agency asks the web team to fix it. The web team has other priorities. Months go by, and the budget keeps paying for visitors who give up before they ever send an enquiry.
Often the fix is simple: a shorter form, lighter images and faster hosting. The hard part is getting someone to own it.
The real problem is the gap
When marketing and development sit in separate companies, small fixes turn into long email threads. Nobody owns the full journey from ad to enquiry, so nobody notices where people drop off.
That is why we plan both sides together. Every campaign we launch has a developer looking at the page it points to, and every website we build has a marketer asking how it will bring in leads.
If you are paying for traffic, it is worth checking what happens after the click. Often that is where the easiest wins are hiding.