Paid ads bring in high-intent traffic, but only if your targeting, messaging, and landing pages are on the same page. Begin with specific audiences and match your ad copy to the offer. Use landing pages customized to the campaign, not just your homepage. A/B test different headlines, visuals, and CTAs to see what sits well. Also track post-click behavior. If so, something’s off. Use UTM parameters and heatmaps to tie ad spend to on-page performance. Paid ads get the clicks, CRO makes sure those clicks turn into conversions.