Hiring One Agency for Google Ads, Meta Ads and Your Landing Pages: A Scope Checklist

The short answer: combining ads and landing pages under one agency removes the most expensive gap in digital marketing — the space between the click and the enquiry — but only when the scope is written down. This guide is for any business about to sign an agency for Google Ads, Meta Ads and landing page work. Use the checklist below to make sure nothing important falls between the cracks.

Why the Combination Works

Ad platforms judge your landing page: Google factors page experience into Quality Score, and Meta's delivery learns from what visitors do after the click. When the ad team also controls the page, the promise in the ad matches the page headline, tests run faster, and nobody wastes weeks emailing another vendor to change a headline. The combination fails only when scope is vague — when 'landing pages included' turns out to mean one template page for everything.

The Scope Checklist

Before signing, get written answers to each line:

• Pages: How many landing pages are included, and are they custom-built for each campaign or one template?
• Copy: Who writes the page copy, and how many revision rounds?
• Build: Who develops and hosts the pages, and who owns them if we part ways?
• Tracking: Who installs conversion tracking, and is it tested before spend starts?
• Testing: Are page A/B tests included, and how are winners decided?
• Speed and mobile: What performance standard do the pages meet?
• Changes: How quickly can the agency change a page when ad data says to?
• Reporting: Does the monthly report show page-level conversion rates, not just ad metrics?

Ownership and Handover

Decide ownership up front. The cleanest arrangement: pages live on your domain, in systems your business controls, with the agency having working access. If the agency builds pages on its own platform, get in writing what happens to the pages, copy and tracking data when the engagement ends. Our website project brief is a useful companion document for capturing exactly these decisions.

Questions to Ask in the First Call

• Show me a landing page you built for an ads client and the results it produced.
• When ad data says the page is the problem, what happens next — and who pays for it?
• How do you decide between improving a page and changing the ads?
• What is not included in this proposal that clients often assume is?

That last question is the most revealing one you can ask any agency.

A Hypothetical Example

Imagine a professional services firm whose ads generate clicks but few enquiries. With separate vendors, the ads agency blames the website and the web developer blames the ads; nothing changes for a quarter. With one accountable agency, the same week the data shows mobile visitors dropping at the form, the form is shortened and the ad promise is aligned with the page headline — and the following month's report shows the effect. The example is hypothetical, but this loop is the everyday reality of combined management. Our article on landing page optimisation shows the fixes that usually come first.

Aspire Ads manages Google Ads, Meta Ads, landing page optimisation and website development as one accountable scope. Read our FAQ page or message us on WhatsApp at +91 83605 97323 for a free consultation.

FAQs: Agency scope checklist ads and landing pages

Is it better to have one agency for ads and landing pages?

Usually yes, because the gap between the ad and the page is where most budget is lost. One accountable team can fix either side quickly. The condition is a written scope covering pages, copy, tracking, testing and ownership.

Who should own the landing pages?

Your business. Pages should live on your domain in systems you control, with the agency having working access. Get the handover terms in writing before the engagement starts, not when it ends.

How many landing pages do I need for my ads?

At minimum, one focused page per distinct campaign or offer — sending every ad to your homepage wastes spend. The right number depends on how many distinct services or audiences you advertise; your agency should propose this in the scope.