---
title: Aviary Landing Pages Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-27-aviary-google-ads-call-133472591.md
tags:
- landing-pages
- conversion-optimization
- aviary
- paid-search
- b2b
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Aviary Landing Pages Strategy

## Overview

Aviary's Google Ads account spent $800 with zero recorded conversions. A primary root cause identified in the [[wiki/clients/aviary/_index|Aviary]] account review was that **all ad traffic was being routed to the homepage** — a page not designed to convert. Dedicated, conversion-focused landing pages are considered a prerequisite before meaningful performance improvements can be expected from paid campaigns.

This article captures the landing page strategy discussed and the rationale behind it.

---

## The Problem: Homepage as Default Destination

Sending paid traffic to a homepage is a common but costly mistake in B2B paid search. The homepage serves many audiences and purposes simultaneously — it is not optimized to drive a single action (e.g., book a demo, submit a lead form).

In Aviary's case:
- ~385 visitors arrived via ads over the campaign period
- Zero converted
- Both primary conversion goals (demo booking, lead form submission) went untriggered
- The homepage lacks the focused messaging and clear CTA that a dedicated landing page provides

> "If you're sending somebody to a page that's not conversion-oriented, you know, sometimes people go to the page and just say, there's nothing to do here." — Mark Hope

---

## The Solution: Dedicated Landing Pages

### Principle
Each ad campaign or audience segment should route to a page built around a **single conversion goal**, with messaging matched to the ad copy and the visitor's intent.

### Status (as of meeting)
- Two landing pages had been designed and submitted for client review
- Client (Aaron) approved the vertical pages shortly before the meeting
- Sebastian was assigned to email Aviary about the landing pages and then update all ad destination URLs once pages are live

### Recommended Page Structure
Landing pages for Aviary should:
- Speak directly to the target vertical (e.g., banks, credit unions, insurance companies)
- Lead with a clear value proposition for that segment
- Feature a single, prominent CTA — either the Calendly demo booking link or the HubSpot lead form
- Minimize navigation and off-page distractions
- Be distinct from the main website homepage

---

## Audience Segments to Consider

Aviary sells to a narrow B2B audience. Landing pages should reflect this specificity:

| Segment | Suggested Focus |
|---|---|
| Banks | AI outbound calling for loan follow-up, collections, notifications |
| Credit Unions | Member communication automation, cost reduction |
| Insurance Companies | Policy renewal outreach, claims follow-up |

A generic "voice AI for financial services" page may serve as a fallback, but vertical-specific pages are preferred for higher-intent ad groups.

---

## Connection to Ad Strategy

Landing pages are a dependency for several downstream improvements:

- **Conversion tracking validation** — Sebastian's conversion testing (3 form fills, 3 demo bookings) should be run against the live landing pages, not just the homepage, to confirm GTM triggers fire correctly. See [[wiki/knowledge/google-ads/conversion-tracking-testing|Conversion Tracking Testing]].
- **Bidding strategy upgrade** — The account is currently on "Maximize Clicks" because there is no conversion data. Once landing pages drive confirmed conversions, the account can shift to a performance-based bidding strategy.
- **Quality Score improvement** — Ad relevance and landing page experience are components of Google's Quality Score. Matched landing pages improve scores and reduce cost-per-click.
- **Display Remarketing** — The new [[wiki/knowledge/google-ads/display-remarketing|Display Remarketing]] campaign ($5/day, targeting 680 existing visitors) will benefit from landing pages that give returning visitors a clear next step.

---

## Action Items

| Owner | Task |
|---|---|
| Sebastian Gant | Email Aviary re: landing pages going live |
| Sebastian Gant | Update all ad destination URLs from homepage to landing pages once approved |
| Sebastian Gant | Test conversion tracking from landing pages (form fills + demo bookings) |

---

## Related

- [[wiki/clients/aviary/_index|Aviary Client Overview]]
- [[wiki/knowledge/google-ads/aviary-google-ads-campaign-fixes|Aviary Google Ads Campaign Fixes]]
- [[wiki/knowledge/google-ads/conversion-tracking-testing|Conversion Tracking Testing]]
- [[wiki/knowledge/paid-search/homepage-vs-landing-page|Homepage vs. Landing Page for Paid Traffic]]