Open the CSV in Excel, or import it into Google Sheets and choose comma-separated values. Save your working copy in a controlled location. The CSV contains the rows below and space for your notes; it has no macros, formulas or live account connection.
How to use the template
Review one real ad-to-page pair
Use the actual ad and final destination, including redirects. Comparing a generic brand description with a homepage is less useful than reviewing the promise a visitor just clicked. Repeat the worksheet for materially different offers or audience situations.
Record visible evidence
For each row, point to the page section or behavior that fulfills the promise. If there is no evidence, record the gap. Google describes landing-page experience in terms that include relevance, usefulness and the expectations created by the ad. The worksheet turns those questions into a concrete review.
Prioritize the consequential gaps
A wrong price, unavailable offer, misleading next step or broken submission path usually deserves attention before a minor wording preference. Name the exact change and its owner. Avoid a numeric score that makes several cosmetic wins conceal a single broken customer path.
Test the proposed improvement
Verify a functional correction directly. For a persuasive change, define the outcome and guardrails before comparing versions. More submitted forms can coexist with worse commercial fit. Review accepted and qualified outcomes when judging whether the new message helped the business.
Preview the worksheet
Every row shown here is included in the download. Scroll the table horizontally on a small screen.
| Review area | Ad-side question | Destination evidence to record |
|---|---|---|
| Audience | Who is this message for? | Page language identifies the same buying situation |
| Promise | What concrete benefit is promised? | Relevant visible explanation of that benefit |
| Offer | What product or service is offered? | Matching offer and current availability |
| Price | What price or discount is stated? | Compatible terms, period and exclusions |
| Eligibility | Who can use the offer? | Service area, requirements and restrictions |
| Evidence | What supports the main claim? | Relevant demonstration or attributable source |
| Identity | Which business will fulfill the offer? | Clear consistent business and product identity |
| Next step | What does the call to action say will happen? | The form or checkout performs that same action |
| Commitment | What effort or payment is implied? | Required fields and commercial commitments are clear |
| Timing | When should the customer expect a response? | Supported timing and confirmation process |
| Mobile | Can a visitor understand the ad on a phone? | Destination text, controls and proof remain usable |
| Destination path | What final URL does the ad use? | Actual redirect result and correct product or variant |
| Accessibility | Does meaning depend only on a visual effect? | Readable labels, keyboard path and useful alternatives |
| Delivery | What is the promised completed outcome? | Authorized receipt from the business endpoint |
| Measurement | Which action counts as a conversion? | Accepted outcome distinguished from a click |
| Decision | Which mismatch should be fixed first? | Specific change, evidence, owner and verification |
Worked review example
Illustrative ad: Request a product walkthrough. The destination instead asks the visitor to buy an annual plan without showing the product. The gap is the commitment and next step, even if the page loads quickly and looks polished.
A useful proposed change is a visible walkthrough request path with clear follow-up expectations. Verify the path and then compare mature inquiry quality. Do not treat a better platform quality diagnostic as proof that the new page produced more customers.
What this template does and does not establish
This worksheet supports a manual review. It does not crawl the site, provide a legal or accessibility certification, assign a Quality Score or prove the causal effect of a page change. The examples are fictional.