Always use a dedicated landing page, never the homepage. A focused, single-CTA landing page will convert 3 to 5x better than your main website because it removes navigation, competing offers and generic messaging.
The numbers - Homepage conversion on paid traffic: 0.5 to 2%. - Dedicated landing page: 5 to 12%. - Message-matched landing page with named offer: 8 to 18%.
Why homepages fail for paid 1. Navigation lets users leave. 2. Multiple competing CTAs dilute attention. 3. Generic hero copy cannot match ad intent. 4. Slower load times from full-site assets.
Best practice - One landing page per offer. - One hero headline that mirrors the ad. - One primary CTA. - Social proof, FCA status, and trust signals. - No site-wide navigation.