We all know that locally relevant ads perform as much as 200% better than national ads but they require more effort.

Yet still, only about 4% of people click your ad. Of those who do, more than 96% don’t convert. That’s painful especially in a PPC campaign.

While there’s certainly room for improvement in the ads themselves, post-click experience has lagged behind significantly.

After all, the ad doesn’t do the selling. It’s only the bait on the hook.

It’s the landing page that sells. It’s the fishing pole that reels in your customers and gets them to convert.