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Ad → Landing system — CIAL D&B

Master document for the design, web, and paid-media teams. Defines how LinkedIn and Google ads connect to each landing to preserve message, promise, and action coherence throughout the user journey.

Language note. Document body is in English. Landing and ad copy (H1, intro text, CTAs, in-image text) appear in Spanish below, exactly as published.

1. Operating principle: Message Match

A user who clicks an ad expects to see, on the landing, exactly the same promise that convinced them to click. When that promise is not repeated above the fold within the first 3 seconds, cost per lead inflates by 30%–60%.

To prevent that, this system is built on five rules:

  1. Headline mirror. The H1 of the landing hero reproduces the ad title word-for-word, or with minimal variation.
  2. Promise consistency. The figure or benefit promised in the ad is restated in the hero or in the block immediately after.
  3. CTA matching. The verb on the ad button (e.g., Solicitar demo) is identical to the verb on the form button.
  4. Visual continuity. The image or illustration of the ad is reused — or in direct variant — in the hero.
  5. Tone match. The register (direct, formal, technical, pain-driven) carries from the ad to the hero.

2. Architecture by product

Each product runs one landing with three hero variants (A, B, C). Each hero variant corresponds to a distinct campaign angle.

Product Angle A Angle B Angle C
CIAL360 Credit Speed (12x faster) Pain (blind decisions) Efficiency (−40% costs)
Compliance (Compliance Intelligence + Risk Analytics) Category (compliance as advantage) Pain (gaps between reviews) Coverage (sanctions+PEP+UBO+ESG+cyber in one platform)

The combined Compliance landing integrates Compliance Intelligence and D&B Risk Analytics under a single URL /lp/compliance with two clearly differentiated product sections.

Each angle is served from: - 1 hero variant on the landing. - 1 ad group in LinkedIn (Single Image + optional Carousel). - 1 ad group in Google Ads (Responsive Search Ad).

This lets the pilot test 3 angles per product from day 1 without any one breaking the match with the landing.

3. Naming and traceability

Mandatory URL parameters

Every landing URL received from paid is assembled with UTMs following the pilot's standard taxonomy. Additionally, a ?ang= parameter is added to detect the angle and serve the correct hero variant via JS or Webflow CMS.

Example: 

https://es.cialdnb.com/lp/cial360-credit?ang=A&utm_source=linkedin&utm_medium=cpc&utm_campaign=credit-mx-q3&utm_content=hero-velocidad

ang= Hero served Active headline
A Hero variant A Quantified speed
B Hero variant B Pain / problem
C Hero variant C Efficiency / cost

If the parameter is missing or invalid, the landing serves variant A by default.

Creative asset naming convention

[product]_[platform]_[angle]_[format]_v[#].png

Examples: - credit_linkedin_A_singleimage_v1.png - compliance_google_B_logobanner_v2.png

4. Standard form (both landings)

Field Type Required Notes
Full name Text Yes Validation: minimum 3 characters
Corporate email Email Yes Block @gmail, @hotmail, @yahoo domains
Company Text Yes Automatic enrichment afterward
Role Text Yes Suggestion: dropdown with common roles
Phone Tel Yes Free format, minimum 10-digit validation

Fixed disclaimer below the form (Spanish, as published): Al enviar, aceptas el Aviso de Privacidad de CIAL Dun & Bradstreet.

Success message after submit (Spanish, as published): Recibimos tu solicitud. Un consultor te contactará en menos de 24 horas hábiles.

Destination: Salesforce (via API), with Customer.io as optional middleware for nurturing.

5. Global design rules

  • CIAL logo on the left.
  • Dun & Bradstreet Worldwide Network logo on the right (lower visual weight).
  • A single button on the right: Solicitar demo (anchored to the form).
  • No navigation menu. No links to other products.

Hero

  • Headline: 48–64 px desktop, 32 px mobile, Bold weight.
  • Subheadline: 18–22 px, Regular weight, max 2 lines.
  • Form inline to the right on desktop, below the hero on mobile.
  • Image or illustration on the left (when applicable).
  • CTA color: high contrast, solid button (not outline).

Body

  • Three benefits in short icons (1 line per benefit).
  • "How it works" block in 3 steps (no more).
  • Repeated CTA mid-scroll.
  • FAQ with a maximum of 4 questions, accordion closed by default.
  • CIAL logo + Dun & Bradstreet logo.
  • Privacy notice + Terms.
  • Contact details.
  • Secondary CTA: Hablar con un experto.
  • No sitemap. No links to other products.

Anti-distraction rules

  • No external links inside the body of the landing except the form.
  • No comparative tables between CIAL products.
  • No FAQ expanded by default.
  • No auto-play videos.
  • No intent pop-ups (at least during the pilot).

6. A/B testing from day 1

Test Variants Primary KPI Minimum duration
Headline A/B/C Speed vs. Pain vs. Efficiency Form submission rate 14 days or 100 conversions
CTA copy "Solicitar demo" vs. "Agendar consultoría" Submission rate 14 days
Form inline vs. modal Inline side vs. button → modal Submission rate 14 days

Recommended implementation: native Webflow A/B or Google Optimize / VWO if CIAL prefers.

Document Purpose
Ad → Landing system This document. Rules of the message-match system.
CIAL360 Credit landing Copy and specification of the Credit landing.
Compliance landing Copy and specification of the combined Compliance Intelligence + Risk Analytics landing.
LinkedIn and Google Ads copy Ad copy aligned with each landing.

8. Approval flow

  1. CIAL reviews and approves the copy of the two landings.
  2. CIAL reviews and approves the copy of the two ad groups (Credit + Compliance).
  3. Design builds the landings in Webflow.
  4. Paid media sets up campaigns with UTMs and the ?ang= parameter configured.
  5. Joint QA against the message-match checklist before launch.