Every broker agrees the ad and the page should match, and very few funnels actually do. The ad is written by whoever makes the creative, the page by whoever built the funnel and the script by the sales manager, and nobody reads all three in a row the way a merchant meets them. Our creative checklist puts the rule as plainly as it can: the same numbers as the landing page.
Four links in one chain
| Link | What it has to repeat |
|---|---|
| The ad | One product, one amount, one merchant |
| The landing page | The same product and the same amount, at the top of the page |
| The conversion event | An application for the thing the ad offered |
| The sales process | The offer the merchant clicked on, from the first line of the call |
We think of it as a bridge. The merchant has to get from seeing the ad to a funded file, and every link has to hold for them to get across. You cannot talk about lines of credit in the ad, advertise MCAs on the landing page and talk about something else again in the sales process. You cannot say up to $20 million in funding in the ad and then $10K on the page. Each mismatch is a point where the merchant who arrived for the first offer decides this is not it, and leaves.
Those three each produced at least 250 qualified leads, and they have almost nothing in common except the number. One is a black card with a deposit notification, one is a restaurant ad over a kitchen, one is a situation laid over a nail salon. The angle changes from ad to ad; the offer the merchant lands on does not.
Where it usually breaks
- The amount. Creative that tests a bigger number than the page states. Change the page first, or do not run the ad.
- The product. An ad for a line of credit sending traffic to a page written for advances. The page has to offer what the ad offered, in the same words.
- The revenue figure. The ad names at least double the revenue you want, and the page should say the same figure. Only the form’s revenue band sits at the real floor: the ad and the page shape who arrives, and the form decides who counts.
- The call. A rep who opens with the product they would rather sell instead of the one the merchant asked about. The first thirty seconds should pick up the offer the merchant clicked on.
None of this needs a tool. Read the ad, the page and the first line of the script in a row, in the order a merchant meets them, and every link that says something different is a leak. The rest of what goes into the ad is on the creative checklist.
Questions brokers ask
What is offer congruency in a sales funnel?
Every step making the same offer with the same numbers: the ad, the landing page, the application and the sales call. A merchant who clicks on one offer and meets a different one at the next step leaves.
Should my MCA landing page match my Facebook ad?
Exactly, on the product and the numbers. If the ad says a business line of credit up to $500K, the page says a business line of credit up to $500K, at the top, in the same words. Our best-performing ads all say $500K because the page they point to does.
Can I advertise a bigger funding amount than my landing page offers?
No. A merchant who clicked on up to $20 million and lands on a page offering $10K decides the page is not for them and leaves. Put the page’s real number in the ad, or change the page first.
Why is my landing page conversion rate low when my ads get clicks?
Often because the page is not saying what the ad said. A good click-through rate followed by 2 or 3% on the page usually means a broken promise between the two, or too much friction on the form.
Does the sales call need to match the ad as well?
Yes. It is the last link in the chain. A rep who opens on a different product from the one the merchant clicked on undoes the ad, the page and the application in a sentence.
Alex Makowski
Founder, Infinite Bookings
Runs the lead generation operation behind Infinite Bookings — paid traffic, the funding application, and the delivery pipeline that puts records into brokers’ CRMs.
Reachable directly at alex@infinitebookings.com or 732-609-7182.