What you need to know
The page should continue the message that earned the click. If an ad promotes a specific offer, explain it, its conditions, and the next action without making visitors search the whole site.
How to apply it
Use one audience and offer, repeat the promise accurately, show relevant proof, keep the form concise, and test confirmation and tracking on mobile.
Common mistake to avoid
Sending every campaign to the homepage loses context and makes results harder to measure.