Pairing your PPC campaigns with a landing page is one of the best ways to secure a high conversion rate, but only if they’re working together toward the same goal. It all boils down to this: If you’re sending poor quality traffic to your landing page, then your conversion rates will suffer. Just as you can’t take back the fact that you just mistook your new girlfriend’s mom for her grandma, it’s pretty critical to get it right on the first impression.