The Marketing Millennials The Secret to Landing Pages That Actually Convert with Val Riley, VP of Marketing at Unbounce | Ep. 361
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Oct 29, 2025 Val Riley, VP of Marketing at Unbounce, brings her expertise in landing pages and AI to discuss the crucial connection between ads and their landing pages. She reveals that 52% of B2B PPC ads are wasted on homepages and shares quick wins for improving conversions through tailored pages. Val also explains how Google's latest updates affect marketing strategies and introduces AI tools that streamline landing page creation. Plus, she emphasizes the importance of CRM visibility and prompt-writing skills for modern marketers.
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Google Prioritizes Landing Page Relevance
- Google’s February ad quality update emphasizes landing page relevance and navigability for ad delivery.
- If a landing page doesn’t match search intent, Google may not serve your ad.
Send Ads To Specific Pages
- Always send campaign traffic to a specific landing page that directly matches the ad.
- Avoid sending paid ads to generic homepages or broad category pages.
Customize Pages Per Campaign And Channel
- Customize landing pages for each campaign and channel, adjusting copy and navigation as needed.
- Use behavioral data and A/B tests to determine content length and navigation choices.