Your ads get clicks. Your pages don't convert.
The exact page-type matching system behind $184M+ in managed Google Ads spend. 13 landing page formats, mapped to buyer awareness level. 160+ accounts. Every format tested and documented.
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You're Sending Every Click to the Same Page Type
You're spending $15K, $30K, maybe $50K a month on Google Ads. Your Shopping campaigns are running. Your Search ads are live. Clicks come in. And 97% of those visitors leave without converting.
You've tried the standard playbook. Better headlines. Cleaner layouts. Faster load times. Maybe you hired a CRO agency at $3,000 a month to "optimize" your product pages. Nothing moved because you're optimizing the wrong variable.
The problem isn't your page. It's your page TYPE.
Someone searching "how to fix dry skin" needs education. Someone searching "best moisturizer for dry skin" needs comparison. Someone searching "buy CeraVe moisturizer" needs a checkout button. Three different searches. Three different buyer states. Three completely different pages required.
You're sending all three to the same product page. The informational searcher bounces at 87% because they weren't ready to buy. The comparison shopper bounces at 72% because you didn't answer their question. Only the ready-to-buy searcher converts - and they were going to anyway.
Meanwhile, your CPCs on product keywords are climbing. $3, $4, $5+ per click. Because every competitor in your space bids on the same bottom-funnel terms. And you're leaving 80%+ of search volume untouched - informational queries where CPCs are 40-80% cheaper and volume is 10-100x higher.
Every month of sending mismatched traffic to product pages costs you two things: the budget you wasted on clicks that bounced, and the revenue you missed from cheaper keywords you never targeted.
Your ads aren't broken. Your page strategy is.
How the C.L.I.C.K. Framework Works
Clear intent
What awareness level is the buyer at? Unaware, problem-aware, solution-aware, product-aware, or most-aware? This determines everything - the page type, the copy length, the CTA approach, even the word count. A 4,000-word advertorial for a most-aware buyer is friction. A 500-word lander for an unaware buyer is invisible. The Schwartz 5-Level Framework gives you the classification system.
Lead type
How should the page OPEN? Masterson's 6 Lead Types match the opening to the awareness level. Offer leads for hot traffic. Problem-solution leads for pain-angle copy. Story leads for unaware audiences. The wrong lead type loses the reader in 3 seconds.
Influence stack
Which psychological principles should the page deploy? Cialdini's 7 core principles plus 4 extended principles from behavioral economics. You select 3-5 per page based on awareness level. Unaware buyers need Authority and Social Proof. Most-aware buyers need Scarcity and Loss Aversion. The wrong influence stack talks past the buyer.
Copy structure
What goes in each section? Section-by-section blueprints for every awareness level, with exact word counts and content requirements per section. No guessing about what comes first.
Key metrics
How do you measure whether the page works? GA4 event tracking setup for scroll depth, CTA clicks, time on page, and section views. Page-type-specific benchmarks so you know what "good" looks like for each format.
The Landing Page Conversion Kit
8 chapters. 13 page types. The complete system for matching landing page format to buyer awareness - so paid clicks turn into customers instead of bounces.
This is the exact format-selection system we run across 160+ e-commerce accounts managing $184M+ in Google Ads spend. Same frameworks. Same decision logic. Same page type structures. The only difference is you're implementing it instead of us.
You'll go from "all traffic to product pages" to knowing exactly which of the 13 page types converts each search intent - with headline formulas, copy structures, and tracking setups for each one. Advertorials alone have driven $2M+ in attributable revenue for brands that previously only ran product pages. One format change. That's the delta.
Before and After the C.L.I.C.K. Framework
Before
- All paid traffic sent to product pages
- 97% bounce rate on informational clicks
- $4-5 CPC on competitive product keywords
- Limited to bottom-funnel search volume
- No idea which format works for which intent
- Flat ROAS for months despite bid tweaks
- GA4 tracking limited to conversion/no conversion
After
- 13 page types matched to buyer awareness level
- Informational traffic converting at 2-4% on advertorials
- $0.85-2.00 CPC on informational keywords (40-80% savings)
- 10-100x more volume from informational and comparison queries
- Decision tree matches format to intent in under 60 seconds
- 3-4 new traffic channels from page type diversification
- Scroll depth, section views, CTA clicks measured per page type
What Happens When You Match the Format
“We were sending all Shopping traffic to product pages. 2.1% conversion rate, $4.20 average CPC. Launched advertorials on informational keywords like 'how to improve gut health.' Three weeks later: $0.85 average CPC, 3.8% conversion on the advertorial, and 12x more volume. $28K per month in new revenue from traffic that literally didn't exist for us before.”
“Competitors were bidding up our branded terms. $5.60 CPC and dropping. We built 'Us vs Them' comparison pages targeting their brand searches instead. Captured their traffic at $1.20 CPC with a 4.2% conversion rate. $14K per month in incremental revenue - from their audience.”
“ROAS was flat at 2.1x for four months. We'd tried bid adjustments, audience changes, creative testing. Nothing moved. Then we matched page types to search intent - advertorials for informational, reviews for commercial, product pages for transactional only. Three page types, four weeks. ROAS improved to 3.4x. $22K per month in additional revenue.”
“We were missing all 'best [category]' traffic. Competitors owned every commercial intent keyword. Built review and ranking pages for our top 5 categories. Captured 4,800 monthly clicks at $0.95 CPC versus $3.40 for product keywords. 3.1% conversion. $15K per month in new revenue from a keyword tier we'd never touched.”
“We spent $40K testing landing pages with no attribution data. Couldn't tell which format worked for which audience. Implemented GA4 tracking across all page types. Discovered listicles converted 2.3x better than advertorials for our audience. Reallocated budget accordingly. 34% efficiency improvement - $8K per month saved by cutting underperformers.”
“Advertorials are absolutely printing for our clients. 40-80% cheaper CPCs, 10-100x the search volume versus product keywords. The brands who figure this out first own the informational layer of their market.”
“The page format matters more than the copy on it. We've watched mediocre copy on the right page type outperform brilliant copy on the wrong page type. Every single time.”
“Average e-commerce landing page converts at 12.9% with proper optimization. Most brands are sitting at 2-3% because they're using one page type for five different search intents.”
What's Inside
You've Seen the System
The average e-commerce brand sends every Google Ads click to a product page and converts 2-3% of paid traffic. Brands using matched page types convert 2-4x higher and pay 40-80% less per click.
Five Bonuses Included
Bonus 1: Page Type Decision Tree
Feed in your traffic source, search intent, and awareness level - get the optimal page type in under 60 seconds. The exact selection logic we run on every new campaign. Eliminates the guessing between 13 formats. Print it, pin it, reference it on every new landing page brief.
Bonus 2: Copy Template Library - 13 Templates
One complete copy template for every page type. Each template includes section-by-section structure, headline formulas, CTA copy, and social proof placement. Fill in your product details and you have a first draft. Not wireframes - actual copy structures with guidance per section.
Bonus 3: Social Proof Section Formulas
15 formats for structuring social proof sections. Single testimonial, comparison testimony, before-after, aggregate result, expert endorsement, user-generated, case study mini, metric grid, quote wall, video testimonial, social mention, screenshot proof, industry validation, switcher testimony, and milestone proof. Match the formula to your evidence type.
Bonus 4: Mobile Optimization Checklist
72% of e-commerce traffic is mobile. This checklist covers touch target sizes, font scaling, scroll behavior, CTA placement for thumbs, image loading, and above-the-fold requirements for each page type. Score your mobile experience against the same criteria we use on client accounts.
Bonus 5: 3-Rule Copy Filter Scorecard
The filter we run on every headline before it goes live. Three rules: Visualizable (can the reader picture it in under half a second?), Falsifiable (can someone prove this claim true or false?), Unique (could only YOUR brand say this?). Includes the auto-fail banned phrase list - 30+ words and phrases that kill conversion. Score every headline. Cut the ones that fail.
What This Is (and Isn't)
What This Is
- A complete landing page format system tested across 160+ e-commerce accounts and $184M+ in spend
- 13 page types mapped to buyer awareness level, traffic temperature, and search intent
- Immediately actionable - select your first page type and start writing today
- Headline formulas, copy structures, and psychological principle stacks for each format
- GA4 tracking setup with page-type-specific benchmarks
- A system for SELECTING the right page type - not a generic "landing page best practices" guide
- An AI agent that generates complete landing page copy from your product details
What This Isn't
- A landing page builder or design tool (this is strategy and copy - your existing tools handle the build)
- A beginner's intro to Google Ads (you need active campaigns generating clicks)
- A replacement for testing (the kit tells you WHICH formats to test - you still test them)
- A one-size-fits-all template (the whole point is matching format to intent)
- Applicable outside e-commerce (this is built for DTC and e-commerce brands running Google Ads)
Is This For You?
This is for you if:
- You're spending $3K+/month on Google Ads and most clicks go to product pages that convert at 2-3%
- Your CPCs on product keywords keep climbing and you can't scale beyond bottom-funnel search
- Informational searches in your market get 10-100x the volume of product searches and you're not targeting them
- You've tried CRO tactics (headlines, layouts, speed) but conversion rates haven't moved
- You want a SYSTEM for selecting page types - not another list of "landing page tips"
- You're willing to build and test 2-3 new page formats over the next 30 days
This is NOT for you if:
- You haven't launched Google Ads campaigns yet (get traffic flowing first, then optimize where it lands)
- Your catalog has fewer than 10 products (limited page type variety at that scale)
- You're looking for someone to build the pages for you (we offer DFY services separately)
- You want a single "perfect template" that works for all traffic (that template doesn't exist - that's the problem this solves)
Everything You Get
30-Day Implementation Guarantee
Run the C.L.I.C.K. Framework on your current campaigns. If the decision tree doesn't identify at least 3 page types worth testing for your product catalog, email us for a full refund.
We can make this guarantee because we've run this framework on 160+ e-commerce accounts. Every single one had untapped page type opportunities. Not most. Every one. The question isn't whether you have pages worth building - it's how many you'll find and how much cheaper the traffic will be.
Stop Sending Every Click to a Product Page
Every month you keep sending informational and comparison traffic to product pages, you're paying full-price CPCs for clicks that bounce. Your competitors who've figured out advertorials, comparison pages, and editorial reviews are capturing 10-100x more volume at 40-80% cheaper CPCs.