Why Sending Paid Ads to Your Homepage is Killing Your ROI (And What to Do Instead)

Does ad traffic belong on a homepage? No. Directing paid traffic (Google Ads, Meta, or Email) to a generic homepage typically results in a 50-70% higher bounce rate. To maximise ROI, businesses should use intent-based landing pages that mirror the specific offer or "story" of the ad, removing distractions and providing a clear path to the Call to Action (CTA).