You’re paying for ads. But where are you sending people?
You’ve picked the photo, written the caption and set the budget. But there’s one question many people skip: when someone clicks, where do they land? The answer can be the difference between RM10 and RM50 per enquiry, from exactly the same ad.
For most ads that aim for enquiries or sales, send people to a landing page for one offer, with the price, proof and one WhatsApp button. Straight to WhatsApp suits simple offers people already understand. Your Instagram profile and homepage usually waste paid clicks, and Meta lead forms are cheap but lead quality can be low. Measure cost per enquiry, not cost per click.
Do the maths: cheap clicks aren’t cheap enquiries
Many people judge ads by cost per click. But what you really pay for is the cost per enquiry, and that depends on where the click lands. A simple example with assumed numbers:
| Instagram profile | Landing page | |
|---|---|---|
| Ad budget | RM500 | RM500 |
| Clicks (at RM0.50 per click) | 1,000 | 1,000 |
| Share who message you | 1% | 5% |
| Enquiries | 10 | 50 |
| Cost per enquiry | RM50 | RM10 |
Same ad, same budget, same clicks. The only difference is the page people reach after clicking. Your real numbers will vary by industry, but the principle holds: the destination decides how many clicks turn into money.
5 ad destinations, and when each one makes sense
1. Your Instagram profile or Facebook page
Good for: growing followers and brand awareness.
The problem: visitors see a grid of posts, not the offer in the ad. They have to scroll, find the price themselves and work out how to order. Most close the app before they get there.
2. Straight to WhatsApp
Good for: simple offers people already understand, such as a promotion on a product they know. Meta offers click-to-WhatsApp ads for exactly this.
The problem: for services or products that need explaining, you get lots of “how much?” and “still available?” messages that then go quiet. You spend your time explaining things people should have read first.
3. A Meta lead form (Instant Form)
Good for: collecting lots of leads quickly.
The problem: the form fills itself in, so many people submit without thinking. When you call, some don’t even remember signing up. The cost per lead looks cheap, but the cost per customer can be expensive.
4. Your website’s homepage
Good for: general brand ads.
The problem: a homepage talks about everything. Someone who clicked an ad for “aircond service RM80” doesn’t want your company history; they want that RM80 offer. Every extra click to find it makes more people leave.
5. A landing page for one offer
Good for: most ads meant to bring enquiries or sales.
Why: people land on a page that continues exactly what the ad promised: the same offer, the price, photos, reviews and one WhatsApp button. The people who message you have read it, understood it and are readier to buy. We compare the options in more detail in landing page vs full website.
How to choose in 30 seconds
- Want followers? Send them to your profile.
- A simple offer people already understand? Straight to WhatsApp can work.
- Need to explain the price, the process or why you’re different? Landing page.
- Lots of leads but poor quality? Switch from the form to a landing page, or add a filtering question.
Ads already running but results are flat? Check the 7 common causes in why your Facebook ads get lots of clicks but no orders.
Stop paying for clicks that disappear
Shiok Digital landing pages are RM850 one-off: one page for one offer, a WhatsApp button, mobile-friendly and ready for the Meta Pixel. WhatsApp us your ad link and we’ll tell you what could be improved.
Frequently asked questions
Should I send ads straight to WhatsApp?
It can work, especially for simple offers people already understand, such as a promotion on a product they know. For services or products that need explaining, people often message with basic questions only. A landing page that explains the offer, price and proof first usually brings more serious enquiries.
Why not just send ads to my Instagram profile?
Your profile shows all your posts, not the offer in the ad. Visitors have to find prices and how to order by themselves, and many leave before they do. A profile is good for growing followers, not for turning paid clicks into enquiries.
Are Meta lead forms (Instant Forms) any good?
They’re easy to fill in because details are pre-filled, so the cost per lead looks cheap. But lead quality can be low because people submit without much thought. If you use them, contact leads quickly and add a question that filters out casual sign-ups.
How much does a landing page for ads cost?
At Shiok Digital, a landing page is RM850 one-off: one page for one offer, with a WhatsApp button, mobile-friendly and ready for the Meta Pixel. One fixed price, agreed before we start.