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Teardowns · Landing pages

They tapped your ad. What’s the first thing they see?

You paid for that click. The next screen decides whether it was worth it. Here is an example from a food tour’s Google ad.

Business
Food Tour New Mexico
Came from
A Google ad, for “things to do in albuquerque”
Where
An iPhone
When
October 2026
The ad.
Google search results in dark mode with the Food Tour New Mexico ad outlined and the rest of the results blurred. The ad reads “New Mexico’s #1 Experience” and describes “a fun & tasty way to experience Santa Fe!”, with a call button.
Where it lands.
The Food Tour New Mexico site on an iPhone. At the top, an NM Safe Certified badge and a 2020 Tripadvisor Travelers’ Choice badge, then “Santa Fe’s Original Food Tour, est. 2010” and a menu button, then a photo of soup. A cookie notice with Accept and Cookie Settings buttons covers the bottom half of the screen.

Check 1

Where does the first click go?

Half the screen is a cookie notice: Accept, Cookie Settings, or close. It covers the Book Now button. It’s the only thing on the screen that asks for a click.

Why it matters. The first click after your ad doesn’t move anyone closer to a tour. Every click that isn’t toward booking is a chance to leave, and you already paid for them to get here. See how the same page works with a shorter cookie notice. One line of text and two buttons side by side. Book Now stays in view.

Before
The Food Tour New Mexico site as it is, with the cookie notice covering the bottom half of the screen.
After theclickaudit.com
The same page with a small cookie notice near the bottom: one line, “We use cookies for analytics. Privacy Policy”, and Decline and Accept buttons side by side. The Book Now button is visible above it.

Check 2

What does the first screen show?

Without the cookie notice, two badges sit at the top. One is a Tripadvisor award from 2020. Then come a tagline, a menu button and a photo. The Book Now button is at the very bottom. The Tripadvisor badge is a link. Tapping it leaves the site. On Tripadvisor the tour is #5 of 36 food and drink listings in Santa Fe. Right above it is a link to see all things to do.

Why it matters. Book Now is the right button to show. But nothing on the screen says what the tour is, how long it takes or what it costs. People are asked to book before they know what they’re booking. And the badge sends the people you paid for to a page built to show them other options.

The first screen without the cookie notice.
The Food Tour New Mexico site without the cookie notice: an NM Safe Certified badge and a 2020 Tripadvisor Travelers’ Choice badge, the tagline “Santa Fe’s Original Food Tour, est. 2010”, a menu button, a photo of soup, and a red Book Now button.
Where the badge goes.
The Food Tour New Mexico listing on Tripadvisor: 4.8 from 805 reviews, #5 of 36 Food and Drink in Santa Fe, with a “See all things to do” link at the top.

Check 3

Does it match what they searched for?

The ad ran for someone looking for things to do in Albuquerque. The first words on the site are “Santa Fe’s Original Food Tour”. Further down, the site says they also run tours in Albuquerque.

Why it matters. Someone in Albuquerque reads “Santa Fe” and may leave before they find out there’s a tour near them. You paid for that click.

The site can tell when someone comes from an Albuquerque search, and say so.

After theclickaudit.com
The same page with a red notice at the top: “Coming from Albuquerque? We have food tours there too.” and a close button.

All together

The first screen, reworked

Everything above on one screen. A short notice for visitors from Albuquerque. A smaller header. The Tripadvisor rating in one line that keeps people on the site. A headline that says what the tour is. Book Now where people can see it.

Before
The Food Tour New Mexico first screen as it is: two badges, the tagline, a photo, and a cookie notice covering the bottom half.
After theclickaudit.com
A reworked first screen: a red notice “Coming from Albuquerque? We have food tours there too.”, a compact header with the tagline and menu, one line with the Tripadvisor rating 4.8 and 805 reviews, the soup photo, the headline “Walking food tours in Santa Fe and Albuquerque”, a line about lunch, drink pairings and sightseeing, a large Book Now button, and a “See tours and dates” link.

This is only the first screen

From here to a confirmed booking there are more screens and more clicks. Each of them can be looked at the same way. That’s the audit.

Does your ad land like this?

Tell me about it, and I’ll look at the clicks that come after.

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