Paid traffic can reach a page that looks finished but still loses enquiries. A visitor may understand the offer and complete the form, yet the message never reaches the team. Another may arrive from an English ad and find a different language, unexpected pricing or a button hidden on mobile.
Before launching a campaign, check the path from the ad to a received enquiry. A technical score helps you find some problems. It cannot confirm that the offer is relevant, the form reaches your team or the campaign will be profitable.
1. Match the page to the ad and the market
Open the exact destination used in the campaign. Check that the headline, service, language and next step match the promise in the ad. Make pricing currency, geographic availability and any eligibility conditions clear. A visitor should not have to discover halfway through a form that the service is unavailable in their country.
2. Test the page on a phone
Read the headline, open the menu and complete the fields at a narrow screen width. Check that cookie notices, floating contact buttons and the on-screen keyboard leave the form usable. Test links and telephone numbers. A responsive layout is useful only when the important actions remain accessible.
3. Inspect speed without treating a score as a forecast
PageSpeed Insights provides laboratory diagnostics and, where enough data exists, information from real users. These describe different conditions. A single laboratory run does not represent every visitor.
Lighthouse scores use these ranges: 0-49 is poor, 50-89 needs improvement, and 90-100 is good. Use the recommendations to identify delays; do not read a score of 90 as proof that the page will convert. Google's PageSpeed guide.
4. Check connection and navigation
Use a working HTTPS connection and check the actual campaign URL, including its parameters. Fix broken destinations, redirect loops and missing pages. Check that the confirmation screen and booking link also work. An automated test of the first page does not verify the entire journey.
5. Test what happens after submission
Use a clearly marked test enquiry with an address you control. Confirm that the request is stored and that the responsible person can find it. Then check notification delivery separately. A success message in the browser is not enough evidence.
The form should preserve entered text after a failure, offer a useful retry and avoid creating duplicates. If an email fails after the enquiry is saved, the visitor should receive an accurate explanation. If a CV or file is requested, confirm that the file is actually transmitted or clearly direct the visitor to email it.
6. Measure a received enquiry
Check that your enquiry event fires after the server accepts the request, rather than when someone merely clicks Submit. Keep names, email addresses and message content out of analytics events. Distinguish commercial enquiries from job applications and automated audit requests so the campaign is evaluated against the right outcome.
7. Review landing-page relevance in Google Ads
Google Ads Quality Score is a diagnostic measure, not a direct input into the auction. Use its components to investigate relevance and landing-page experience. There is no reliable calculation that turns one Lighthouse score or an H1 change into a promised cost per click. Google Ads guidance.
Run the technical check
Enter your address in the tool below to check the signals it can measure through Google PageSpeed Insights. If Google cannot return a measurement, the tool will show an error rather than estimate a result. A missing check means it was not measured, not that your site passed or failed it.
Find out what's slowing
your website's growth
Enter your URL - we'll check speed and basic SEO signals with Google PageSpeed Insights and explain what each result means.
Choose the next action
Fix problems that prevent a visitor from using the page or reaching your team first: a broken destination, inaccessible form, failed saving or unusable mobile controls. Then review speed, clarity, evidence and the offer itself. Use campaign data to decide what to improve after launch.
Good performance supports the user experience, but it does not guarantee top organic rankings or profitable advertising. Google Search guidance.
Need help checking the full journey? Tell us about your website. For implementation, explore website development and paid advertising.
