I've found creating a dedicated landing page that continues the conversation your ad started, instead of the general product page, to boost conversion rates noticeably.
This generally looks like:
- Running ad creative specifically targeted at a specific use case for a product / problem the product is solving.
- Pointing to a custom product page specifically designed for that ad which continues the same conversation started in the ad.
- Into the normal checkout flow.
For example, for an orthopedic sleeping pillow, the ad could read:
"Waking up with morning headaches costs a 40% reduction in daily productivity. Chiropractors are now recommending this orthopedic pillow…"
This could point to a specific, custom product page which continues this conversation. Talking about how poor sleeping position causes morning headaches, which reduces productivity, and how the pillow solves that problem. Then maybe an interview with a real chiropractor, etc. At the bottom would be the product hero and perhaps an urgency callout.
This flow, I've found, to have a very high conversion rate, and is something I am actively using in my stores.