Message match: your ad and your landing page have to agree

Message match is the continuity between the promise that earned the click and the page that receives it. When the two drift apart, the buyer has to re-orient — and re-orienting is friction.

Where the match usually breaks

• The ad names a specific outcome; the hero talks about the platform.
• The ad speaks to one role; the page addresses everyone at once.
• The ad uses the buyer's phrase; the page uses an internal one.

Check it section by section

Go through the page one block at a time and ask what it promises, what the buyer needed to hear there, and how well those two line up. Rating each section — strong, partial, weak, or missing — turns a vague sense of 'this feels off' into a specific list of fixes.