As marketing teams lean into AI tools to optimize campaigns, there’s one often overlooked element that’s becoming mission-critical. That element is the landing page. Traditionally the end destination of a click, landing pages have now become a core part of how AI platforms decide what your ads look like—and who sees them.

If you’re using AI-powered campaign tools (like Meta Advantage+ or Google’s Performance Max), your landing page isn’t just a conversion point. It contains creative and strategic input.

 

AI Pulls Creative Elements Directly From Your Landing Page

When generating ads, AI now scours landing pages to pull in images, colors, copy, and even calls-to-action. This means the content of your landing page directly influences the ads that appear in your campaigns. A landing page with strong visuals, clear CTAs, and focused messaging doesn’t just perform better — it helps shape more effective ads.

 

Give the Algorithm the Right Signals

AI models evaluate your landing page to help determine targeting. With the recent removal of many detailed targeting exclusions (especially on platforms like Meta), your landing page now plays a key role in telling the algorithm who not to serve your ads to. Meta’s Advantage+ and Google’s Performance Max also use landing pages for quality scoring and eligibility checks. This means if your landing page is a mess, your ad might not run, or run at a much higher cost.

By using natural keyword signals, testimonials, and copy that speaks directly to your ideal audience (and, just as importantly, not to the wrong one), you’re helping AI make smarter targeting decisions. In this sense, your landing page becomes a source of exclusion—helping ensure your ads reach the right people without wasting budget on the wrong audience.

 

What to Include on Your Landing Page

To give your campaigns the best chance of success, make sure your landing page is:

• Visually rich: Include a variety of images, use bold colors, and consider how your page will look when previewed or scanned by AI.
• Clear in messaging: AI often pulls link descriptions or field-level copy, such as titles, meta descriptions, image alt text, form labels, or other structured data fields that are not necessarily visible to users, from the landing page. Make sure this content speaks directly to the audience you’re targeting.
• SEO-friendly: Keyword-rich content isn’t just for organic traffic—it helps the algorithm understand who your campaign is meant for.
• Testimonial-driven: Ads (and landing pages) featuring social proof tend to perform better. Including testimonials on the page can help AI select stronger messaging for ad copy.
• CTA-aligned: Your call-to-action should match what you’re using in the ad. Consistency boosts performance and lowers drop-off.

 

The New Role of the Landing Page

Landing pages have always mattered—but today, they’re a critical signal source for your campaigns. In a world where AI can build creative and targeting based on the landing page content, investing in a better page design and copy isn’t just a UX decision—it’s a campaign performance decision.

If you’re curious about AI’s role in marketing and looking for a partner that can help you navigate the constantly changing world of media, we’re here to help. Complete this form today to connect with one of our media experts.