Matching Your Ads to Your Pages
Why This Matters
When a visitor clicks your ad and sees a headline that matches exactly what they just read, conversion rates increase by 31–212%. This is called message match — and it's one of the most powerful levers in paid media.
Your landing pages support instant headline matching via the page URL. Your media buyer can change the headline on any page, for any campaign, in seconds — with zero turnaround time from us.
How It Works
You add a short piece of text to the end of your page URL. When a visitor lands on the page, they see the headline you specified. Nothing else on the page changes — design, layout, form, and offer all stay identical.
Matching a Specific Headline
Add ?h=Your+Headline+Here to your page URL. Spaces become + signs.
Example — Google Ad headline "Free Solar Quotes in Manchester":
The visitor sees exactly "Free Solar Quotes in Manchester" as the page headline — matching your ad word for word.
You can also match the subheadline and button text:
| What to change | Add to URL | Example |
|---|---|---|
| Main headline | ?h= | ?h=Free+Solar+Quotes |
| Subheadline | ?sh= | ?sh=Join+10,000+UK+Homeowners |
| Button text | ?cta= | ?cta=Get+My+Free+Quote |
To change multiple things at once, join them with &:
Matching by Traffic Source
If you run the same page across different ad platforms, each platform has a different mindset. Search visitors are ready to act. Social visitors need to be inspired. Native visitors are in editorial mode.
Add ?traffic= to your URL and the page automatically uses copy written for that audience:
| Parameter | Best for | What changes |
|---|---|---|
?traffic=google | Google Ads, PPC | Direct, benefit-focused, high-intent copy |
?traffic=meta | Facebook, Instagram | Emotional, social-proof-heavy copy |
?traffic=native | Outbrain, Taboola | Editorial style, soft-sell approach |
| No parameter | Email, organic, direct | Default copy |
Example — Facebook campaign:
You can combine both approaches. If you override a specific field, your override takes priority. Everything else uses the traffic source defaults.
This uses Google-optimised copy everywhere except the headline, which matches your ad exactly.
Google Ads — Practical Setup
In Google Ads, add the URL parameter in your Final URL or as a URL suffix in campaign settings:
Your media buyer controls the h= value per ad group, giving each campaign its own headline with no page changes needed.
Meta Ads — Practical Setup
In Meta Ads Manager, set your landing page URL to:
For campaigns targeting different audiences or offers, add a custom headline per ad set:
Native Ads — Practical Setup
For Outbrain, Taboola, or similar:
The editorial tone of the page matches the editorial context the visitor just came from, reducing the psychological "jolt" of clicking an ad.
City Personalisation
Your pages already personalise the visitor's city automatically. Your custom headlines can use this too — include {{CITY}} in your headline and it will be replaced with the visitor's actual city:
A visitor from Leeds sees "Free Solar Quotes in Leeds". A visitor from Bristol sees "Free Solar Quotes in Bristol".
Tips for Best Results
- Match your ad headline word for word. Exact matching produces the biggest lift.
- Keep headlines under 60 characters. Shorter headlines render cleanly across all devices.
- Test one variable at a time. Change the headline for two weeks, then evaluate before changing anything else.
- Check your report. After a few days of traffic, your report will show which headline and traffic source variant converts best.
FAQ
Does this change the page design?
No. Only the text changes. The colours, images, layout, form, and offer stay exactly the same.
Does this work on all four variants?
Yes. Headline matching and traffic source parameters work on all four theme variants.
My media buyer handles the URLs — what do they need to know?
They need to know: spaces become + signs, and parameters are joined with &. Most ad platforms handle URL encoding automatically when you paste the URL in.
Can I use this without telling us?
Yes. These are URL parameters your media buyer controls independently. No changes are made to the page and no approval is needed from us.