Marketers Know What Works, But Don't Do It
New research reveals a frustrating gap: marketers clearly understand what improves paid media ROI, yet they systematically underinvest in those very areas. This isn't a knowledge problem—it's an execution gap. For business owners, this means your competitors are likely leaving money on the table, and you can capture it by doing what they won't.
The study, covered by MarTech, shows that while marketers pour resources into targeting, AI tools, and creative production, they neglect the post-click experience—landing pages, conversion optimization, and customer journey flow—which they themselves rank as the top driver of ROI. This misalignment costs businesses dearly in wasted ad spend.
Why the Gap Exists
Several factors drive this underinvestment. First, post-click optimization is less glamorous than AI-driven targeting or viral creative. Second, it requires cross-functional collaboration (marketing, IT, product) that many organizations lack. Third, measurement is harder: attribution models often credit the last click, obscuring the impact of landing page improvements.
But the data is clear: improving post-click experience directly lifts conversion rates. A 2025 study by Unbounce found that optimizing landing pages can increase conversions by 30% or more. Yet most marketers spend less than 10% of their budget on post-click optimization.
Strategic Consequences for Your Business
If you invest in post-click experience while competitors ignore it, you gain a compounding advantage. Every ad dollar works harder because more clicks convert. Over time, you can outbid competitors on high-value keywords because your ROI justifies higher spend. Conversely, if you ignore this, you're effectively subsidizing your competitors' growth.
For small and mid-sized businesses, this is a rare opportunity. Large enterprises often move slowly due to bureaucracy. You can act faster, test landing pages, and iterate based on data. The result: higher ROI without increasing ad budget.
What This Means for Your Business
This finding directly affects any business running paid ads—Google Ads, Facebook, LinkedIn, etc. If you're not actively testing and improving your landing pages, you're wasting money. The fix doesn't require a huge budget: start with A/B testing headlines, calls-to-action, and page load speed. Tools like Google Optimize (free) or Unbounce (low cost) make it easy.
For businesses with limited marketing teams, consider outsourcing landing page optimization to a specialist agency. The ROI from a 10-20% conversion lift often pays for the service many times over.
Your Move: One Action This Week
Audit your top three paid ad landing pages. Check load speed (use Google PageSpeed Insights), clarity of value proposition, and mobile responsiveness. Make one improvement per page. Measure conversion rate before and after. Repeat monthly.
FAQ
Marketers identify post-click experience—landing pages, conversion flow—as the top driver, yet they underinvest in it.
Reasons include lack of cross-team collaboration, difficulty measuring impact, and a bias toward flashy tactics like AI and creative.
Use free tools like Google Optimize for A/B testing, optimize page speed, and ensure mobile responsiveness. Focus on one change at a time.
