One page for four unrelated buyers
Someone booking a newspaper classified needs deadlines and rates; someone planning a hoarding campaign needs locations and durations. The single services page listed everything and answered nothing, so both left.
OMM Advertising
Newspaper, TV, radio and outdoor are four different buyers — one page was trying to serve all of them.
- Industry
- Advertising
- Services
- 3 delivered
- Live site
- ommadvertising.com
- WordPress Build
- Landing Pages
- PPC
ommadvertising.com
4
Category landing pages
Newspaper, TV, radio, outdoor
+83%
Enquiries per month
Five months after relaunch
+2.6x
Landing page conversion rate
Versus the old single services page
Named medium
On every enquiry
Sales knows the brief before calling
Overview
What OMM Advertising came to us with
OMM Advertising books media across newspaper, television, radio and outdoor. A brand booking a classified obituary and a company planning a hoarding campaign have nothing in common except the vendor, yet both landed on the same general services page. We rebuilt the site with a landing page per medium, each with its own explanation, rate context and enquiry form, then pointed PPC at the matching page.
The Problem
What was actually broken
The gaps in OMM Advertising's setup before the project started — and what they were costing.
Enquiries arrived without a brief
The generic contact form produced messages like 'need advertising details'. Every lead started with a discovery call just to learn which medium was meant, which slowed response and lost the impatient ones.
PPC pointed at the wrong page
Ads for specific media searches landed on the home page, where the visitor had to hunt for what they came for. The clicks were paid for and then wasted at the door.
Our Approach
How we worked through it
Each phase closed before the next one opened, so nothing was rebuilt twice.
Separated the buyers
Week 1Four categories, four different questions, four different urgencies. Newspaper is often deadline-driven; outdoor is planned weeks ahead. That difference shaped both the pages and the campaign structure.
Wrote each category properly
Week 2-3Per medium: what can be booked, how pricing is structured, what the client must supply, and how long it takes. Enough to let a buyer self-qualify before speaking to anybody.
Built the site with matching forms
Week 4-6A WordPress build with a landing page per category, each with a form asking the questions that medium requires — publication and date for newspaper, location and duration for outdoor — so an enquiry arrives as a brief.
Pointed PPC at the right page
Week 7 + ongoingCampaigns split by medium, each landing on its own page, with conversion tracking per category so budget follows the media that actually produce bookings.
The Solution
What we built and shipped
A page per medium that answers its own buyer
Newspaper, TV, radio and outdoor each get their own explanation, pricing basis and turnaround, instead of a list that serves nobody.
Forms that collect the brief
Each category form asks what that medium needs, so the first call from the sales team is about availability and rates rather than 'what were you looking for?'.
Ad spend matched to landing page
Every campaign lands on the page for its medium, which is most of why conversion rose about 2.6 times against the old single page.
- More qualified inquiries
- Clear conversion funnel
- Category-wise landing pages
Technology
The stack behind the build
Every tool here was picked for a reason — speed, reporting, or one less manual step.
Website
WordPress
Category pages and rate content the team edits
Elementor
New campaign landing pages without developer time
PHP
Category-specific form handling and routing
Campaigns
Google Ads
Search campaigns split by medium
Google Tag Manager
Per-category conversion tracking
Google Analytics 4
Which categories generate bookings
The Impact
What changed for OMM Advertising
The part that matters: what the business could do afterwards that it could not do before.
The funnel finally has shape
Enquiries are attributable to a medium, so it is clear which categories pay for their advertising and which do not — impossible when everything arrived through one form.
Faster quotes win more bookings
Because the brief arrives with the enquiry, quotes go out the same day. In deadline-driven media that speed frequently decides the order.
Paid budget stopped leaking
Clicks land on the page they were promised, so the same spend produces substantially more enquiries.
| Measure | Before | After |
|---|---|---|
| Landing structure | One services page | Four category pages |
| Enquiry content | 'Need advertising details' | Medium, dates and requirement |
| Monthly enquiries | Baseline | +83% over five months |
| Landing page conversion | Baseline | About 2.6x |
“Now the enquiry tells us the publication and the date. We quote the same day instead of spending a call finding out what they want.”
FAQ
Questions people ask about this project
What did Omm Digital Solution do for OMM Advertising?
Rebuilt the site in WordPress with a landing page for each medium — newspaper, TV, radio and outdoor — carrying its own explanation, pricing basis and category-specific enquiry form, then ran PPC split by medium with per-category conversion tracking.
Why split one services page into four?
Because the four buyers want different information and move on different timelines. A page that tries to address all of them answers none of them well, and the enquiries it produces carry no brief.
What drove the increase in enquiries?
Mostly the match between ad intent and landing page, plus forms that were relevant to what the visitor came for. Landing page conversion rose about 2.6 times against the old single page, which is where most of the 83% monthly increase came from.
Can you do this for another multi-service business?
Yes. Any business whose services attract genuinely different buyers benefits from category-wise pages and matched campaigns rather than one page carrying everything.
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