Most businesses send PPC traffic to inadequate and poorly designed websites. As such, we will advise the client to make changes to their site in order to boost their conversion rates. The most common issues are: non-mobile-optimized website, no call-to-action (CTA) on the page, too many distracting features on the page, badly structured websites. Fixing up all these problems before running ads will certainly help increase conversions. Customers cannot take action if your website makes it hard for them.
The client can either do a makeover of their existing website or create dedicated landing pages to serve ads to.