One ad, one page, one gap.
A fictional brand, ad and page, shown the way an audit result looks in the product. Numbers are invented for illustration and say nothing about real results.
The inputs
Ad on Meta
“Fits under every airline seat. The Trailpack 40L — 20% off your first order this week.”
Static image, on-image text “20% OFF”, button “Learn more”.
Landing page, as crawled
[H1] The everyday backpack Designed in Berlin for commuting and gym days. [H2] Why it works Water-resistant recycled fabric · Laptop sleeve up to 16″ [H2] Reviews “Best bag I own.” — Anna [CTA] Add to cart · €89
Message match44/100· Weak
Change the hero
The page can stay; its opening drops the travel promise and the offer the ad leads with.
The ad sells carry-on travel; the page sells everyday use.
The hero ignores why people clicked
Effort low · confidence high
Ad says
“Fits under every airline seat” in ad text
Page says
“The everyday backpack” on page
Change: Lead with the under-seat fit and the 40L size; keep “Designed in Berlin” below.
The offer disappears
Effort low · confidence medium
Ad says
“20% off your first order” in ad text
Page says
Not on the page
Change: Show the offer with its condition (“first order”) next to the button.
The size claim has no proof
Effort medium · confidence medium
Ad says
“Fits under every airline seat” in ad text
Page says
Not on the page
Change: Add the bag’s dimensions next to common airline under-seat limits. Other reading: the brand may not want to promise every airline; then soften the ad instead.
Why it scores 44/100
| Dimension | Score | Reason |
|---|---|---|
| Hook continuity | 35 | The ad’s promise (under-seat carry-on) is missing from the hero. |
| Benefit continuity | 55 | Fabric and capacity appear, travel use doesn’t. |
| Audience continuity | 40 | Ad speaks to frequent flyers, page to commuters. |
| Problem continuity | 45 | Bag fees and gate checks aren’t mentioned. |
| Offer continuity | 30 | The 20% first-order offer isn’t shown on the page. |
| Awareness continuity | 60 | Product-aware depth fits a problem-aware ad only partly. |
| Proof continuity | 50 | No evidence for “fits under every seat” (dimensions vs airline limits). |
Consistency checks
- The ad and the page ask for different actions. Ad: learn more. Page: add to cart.
- Offer conditions dropped. A first draft said “20% off” without “first order”; the check flagged it.
Promise coverage · 1 of 3 on the page
- Fits under every airline seat: no page line
- Water-resistant: “Water-resistant recycled fabric” (partly)
- 20% off first order: no page line
The test to run
Exact match hero. Hypothesis: visitors from the carry-on ad add to cart more often when the hero repeats the under-seat promise and shows the first-order offer.
Record the result in the experiment log afterwards; it shows rates, revenue per visitor and data-quality warnings, not a significance verdict.
How each step works: methodology. Try editing a page yourself: live demo.