Only very few options for action
Then you should give your landing page visitors only a few options for action. The best option is just one.
What are options for action (also known as Call To Actions or CTA for short)? For example, a button that redirects to a sales page. Or a form that the visitor can use to request a freebie or subscribe to your newsletter.
When I write only one option for action, I mean that the landing page should only have one goal. So: either subscription to the newsletter OR sale of a product or service. It is not a good idea to offer further links (apart from the obligatory links to the imprint and privacy policy). According to the motto: "If you don't want to canada telegram screening take up my offer, then look somewhere else!".
Test Test Test!
Depending on what you use to create your landing page (more on that below), testing options are already built in. Use them!
Ensure a high level of recognition
It's best to repeat the texts and images from your ads 1:1. That may seem boring or clumsy to you, but that's just how people are. If you use different wording, different images and even different promises on your landing page than in your ad, you'll confuse the visitor. Have I really landed on the right page? is the unspoken question while they're looking at your offer. If they do that at all and don't disappear again immediately because they think there must have been a mistake.