Many companies have run Baidu Ads for a while. The budget goes out, but enquiries stay flat. The person in charge opens the dashboard and sees plenty of clicks and normal impressions, yet no one leaves a message. At that point most people start questioning the keywords or the bid, and rarely consider another possibility: the page customers land on simply does not hold their attention. What does a Baidu Ads landing page need to satisfy? It looks like a technical question, but in practice it decides whether every yuan of advertising budget is actually caught or simply dropped.
When the page says something different from the ad, customers leave
A familiar scene: the ad copy promises "factory epoxy flooring, proposal within three hours", the customer clicks through, and the top of the page shows a photo of the company gate with a line reading "Welcome to our website". What the customer came for is nowhere to be seen, and leaving takes two seconds. The click has already been charged. A few dozen exits like this each day adds up to real money over a month, yet the owner only sees "too few enquiries" and never realises the page is leaking money. Nor does anything flag the loss: the dashboard shows a high bounce rate, but it will not tell the owner how many genuine prospects walked away.
A page that breaks on a phone shuts out most customers
In most industries, ad clicks come from mobile phones, especially in construction, repair, and wholesale, where customers want to call right away. If the landing page has overlapping text, tables squeezed into a sliver, or a call button that will not respond, the customer cannot even find a phone number. Some pages look tidy on a desktop but require horizontal dragging on a phone, and customers scroll twice and give up. Companies often learn about this a month or two later from a peer or a friend saying the page does not open properly on a phone, and by then the campaign has been spending steadily while conversion stays low. Fixing it later means redesigning and re-coordinating, which costs far more than doing it properly the first time.
Slow loading and endless pop-ups drive people away before they read anything
Some landing pages are stacked with large images, animations, and autoplaying video, taking several seconds to open; the customer is already gone. Others throw up a full-screen chat window the moment the page loads, impossible to close, blocking the very product information the visitor wanted to see. The intent is to look rich and capture more leads, but the effect is irritation. Every extra second of load time increases drop-off, and since advertising is paid per click, each slow second burns budget on the company's behalf. Owners cannot see this in the reports, so they conclude the channel does not work, change keywords and schedules, keep spending, and the problem stays exactly where it was.
Content that fails verification puts the account at risk
A landing page is not free-form. Industry qualifications, business scope, contact details, and ICP filing information all have to align, and promotional wording has to withstand review. Some companies, eager to look established, list qualifications they do not hold, exaggerate their service scope, or use absolute claims they should not. Such pages look fine day to day, but once reviewed, ads can be taken offline and the account restricted, stopping every running campaign. In those days of suspension, steady enquiries disappear and prospects in the pipeline go cold. For a business that depends on advertising, this kind of interruption usually hurts more than a few thousand yuan of extra budget.
Nobody looks after the page, and performance slides quietly
An even more common situation: the landing page was put together as an afterthought during the website build and never touched again. Products change, prices change, promotions end, but the page still shows last year's content; the contact person changed and the number customers dial is dead. Traffic keeps arriving while conversion drifts downward, and the owner assumes competition has intensified, when in fact the page has fallen out of step with the business. When they finally want to update it, the old problem returns: the person who built it is unreachable, nobody knows how to use the backend, and changing a single line requires another quotation.
A landing page is ultimately where the attention bought by advertising is caught, and if it fails, every step before it is discounted. Xi'an Zunyun Technology was founded in 2015 and has long focused on one-stop internet solutions for companies of all kinds, covering website development, APP development, mini program development, Vue front-end development, PHP back-end development, API development, and secondary development of existing systems, helping enterprises advance their digital transformation with mature project experience. If you are running into difficulties with website building, ICP filing, servers, or Baidu Ads, and would rather not risk pitfalls or spend your own time on them, Xi'an Zunyun Technology can provide one-stop delivery, with our team handling implementation while you stay clear of technical detail. Contact us to evaluate a plan.