Choose the campaign destination before you build a new page
Send traffic to the narrowest existing page that can carry the campaign promise. Build a dedicated page only when the existing destination leaves important work undone.
A dedicated landing page is not automatically a better destination. It is another surface to design, build, QA, maintain, and keep consistent with the offer. The build earns its place only when an existing page cannot finish the job started by the campaign.
The decision: send traffic to the narrowest existing page that can carry the promise and support the intended action. Build a dedicated page when the gap is material, not because the campaign has a budget.
The rest of this lesson is available once the Atlas is unlocked.