You pay for every click from an ad. Then the visitor lands on your homepage: a big brand photo, a menu with eight items, news, a slider with three offers, none of which is the one from the ad. They look for the thing they clicked on, do not find it in five seconds, and leave. You paid for that.
Why the homepage underperforms for ads
A homepage has a hard job: it serves new visitors, returning customers, partners, job seekers and search engines. So it shows a bit of everything. Ad visitors are different. They came for one specific promise. Anything that is not that promise is a distraction.
What a good ad landing page looks like
- Headline that repeats the ad. If the ad says "Sofa dry cleaning at home in Yerevan", the page says the same.
- The offer and the price. Starting price, what is included, how long it takes.
- Proof. Before and after photos, examples of work, the number of years you have worked if it is true.
- One action. A short form or a Telegram button. Not five different ways to contact you.
- Objections answered. Three to five short FAQ answers.
- No main menu, or a minimal one. Every link out is a chance to lose the visitor.
One page per offer
| Ad campaign | Landing page |
|---|---|
| Sofa cleaning | Page about sofas with sofa photos and prices |
| Car interior cleaning | Separate page with car interior cases |
| Office furniture for businesses | Page for companies with invoice payment info |
| Russian-speaking audience | Russian version of the page |
| English-speaking expats | English version |
You do not need dozens of pages. Usually two to four pages cover the main campaigns.
Measure it properly
Tag every ad link with UTM parameters, so each request shows where it came from. On sites we build, requests arrive in Telegram with the campaign tag, so you can see which ad brought which customer without opening an analytics tool. For deeper analysis, an analytics dashboard costs $500.
Speed matters more on ad traffic
Ad visitors are less patient than people who searched for you by name. A landing page should load fast on mobile data, especially when traffic comes from Instagram or Telegram ads where people scroll quickly. Light images, no heavy video at the top, no pop-up in the first seconds.
When Direct messages are enough
For simple, cheap offers, an Instagram ad that opens Direct can work well. For services where people want to compare, see prices, examples or terms before writing, a landing page converts better and filters out people who were not serious. Many businesses use both: the ad leads to the landing page, and the page has a "Write in Telegram" button for people who prefer chat.
Cost and timeline at Kinto
A landing page costs $700 and takes about 6 days, including a form that sends requests to your Telegram. Additional language versions cost $600 for all languages, and analytics $500. The price is fixed in the contract, and the domain is yours.
Structure of a high-converting landing page
| Block | Purpose |
|---|---|
| Headline and offer | Confirms the visitor is in the right place |
| Price and timing | Answers the first two questions |
| Proof | Photos, examples, process |
| How it works | Three or four steps, removes uncertainty |
| FAQ | Handles objections |
| Form | Name and contact, nothing else |
| Messenger button | For people who prefer chat |
This order follows the questions a visitor asks in their head: "Is this what I need? How much? Can I trust them? What happens next? What if...? OK, how do I start?"
Testing and improving
Once traffic flows, small changes can make a noticeable difference: a clearer headline, a price shown higher, one field removed from the form. Change one thing at a time and compare a week of requests before and after. Avoid redesigning everything at once, or you will not know what helped.
A quick test for your current setup
Open your latest ad on your phone, tap it, and time how long it takes to find the exact offer and a way to request it. If it is more than five seconds, or you need to scroll past unrelated blocks, a dedicated landing page will likely lower your cost per request.
Write to @kinto_am on Telegram or leave a request through the form. We reply within 15 minutes, 10:00 to 20:00 Yerevan time.
Updated: 2026-10-12