Message Match

Overview

Message match is the agreement between what your ad promised and what your page says when the visitor arrives. When the two agree, the page reads as a continuation of the ad. When they disagree, the visitor leaves.

A visitor who clicks an ad does not arrive with an open mind. They arrive carrying whatever the ad just promised. If an ad says "get one free week", they are looking for a free week, not a generic pitch. That gap is one of the most common reasons paid traffic converts badly, and it is usually invisible in the ad platform, which only reports that the click was expensive.

SuperFunnel closes the gap by letting you hand an Agent the actual ad. Instead of describing your offer from scratch, you attach the ad, and the Agent reads the creative, the copy, and the targeting behind it. The page it builds carries the same offer, the same intent, and the same language the visitor already saw.

It affects cost, not just conversion rate

Google factors landing page relevance into Quality Score, which changes what you pay per click. A page that agrees with its ad tends to cost less to run as well as convert better.

You may also see message match called scent, or ad-to-page relevance.

Start with the ad campaign, then move up

If you are just starting to serve assets from SuperFunnel, start by using an ad campaign. After that page or quiz is optimized, then work on variants and/or variations based on specific ads.

What SuperFunnel matches

When you attach an ad, the Agent pulls more than the headline. It works from the whole ad, so the page inherits:

The offer — the specific thing the ad promised. A free week, 30% off, a free audit, a demo. This is the one that matters most, and it belongs above the fold, in the words the ad used.
The intent — what the visitor is trying to do. Someone clicking a comparison ad is still evaluating, someone clicking a pricing ad is close to buying, and those two people need different pages.
The audience — who the ad was targeted at, which shapes tone, reading level, and which objections the page needs to answer.
The language and hook — the phrasing and angle the ad opened with, so the page reads as a continuation rather than a fresh start.
The creative direction — the look of the ad, so the page feels like the same brand the visitor just clicked.

Video ads carry their offer in the audio

If the promise only exists in the voiceover, say the person on camera saying "get one free week", tell the Agent that in your prompt. It is the single detail most likely to be missing from the ad's written copy, and it is usually the exact thing the visitor came for.

Attach a campaign structure

Open the SuperAgent or an Agent

Click on your SuperAgent, or an agent for building a Page, Quiz or Form.

Click + then Add campaign structure

At the bottom of the prompt box, click the + icon. This opens the attachment menu, the same one you use for attachments, funnels, connectors, and CMS content.

Finding ad campaign structure

Choose Add campaign structure

Hover it to open the submenu, then pick the level you want to build towards:

From an ad — one specific creative, its copy, its format, and its offer.
- Best when you want a tightly matched page for a single ad, usually your best performer or one you are about to scale.
From an ad group — every ad in the group, plus the targeting and theme they share.
- Best when the ads in the group say slightly different things around one theme and you want one page that serves all of them.
From a campaign — the full campaign, its objective, its budget structure, and all its ad groups.
- Best when you are planning, and you want a page or a set of variants that covers the whole campaign's strategy.

Ad group and ad set

Google calls this level an ad group and Meta calls it an ad set. The menu uses "ad group" for both.

Pick what to build towards

A selector opens with everything in your connected ad accounts. Search by name, or narrow the list with the relevant filters, such as All / Enabled / Paused toggle.

Select one or more items, then click Select.

Pick relevant ad structure

Prompt as usual

The selection is attached to your message. Ask for what you want, for example "build a landing page for this ad", and the Agent builds against it.

Prompting the Agent

You need a connected ad account

The selector reads from the ad accounts connected under Settings → Integrations → Ad accounts. If the list is empty, connect Google or Meta first. See Google Ads and Meta Ads.

Served or not, it is in the list

The selector is not limited to ads that are currently running. It shows every ad in the account, including ones that were paused, never approved, or never received a single impression, so you can pull a shelved idea back out and give it a page.

Example prompts

Once a campaign structure is attached, the prompt is where you say what to do with it:

"Build a landing page for this ad. The offer is one free week, make sure that is the first thing visitors see."
"This ad group has three angles. Build one page, and give me a variant for each angle."
"Here is a campaign that is converting badly. Read the ads, then tell me where my current page disagrees with them."
"Rebuild this page to match this ad's tone. The ad is casual, the page reads like a whitepaper."
"This ad never ran. Build a page for it so I can test the offer."
"This ad group runs on Instagram Stories, so the traffic is all mobile. Build the page for mobile first, short sections and one call to action per screen."
"Build a page for this ad for a television screen. Minimal text, large type, and selectable options instead of typed input."
"This campaign runs on desktop search and mobile social. Give me a variant for each, same offer, different layout density."

Pair it with variants

Attaching an ad group and asking for one variant per angle is a fast way to set up a real test. Each variant answers a different ad, so when one wins you learn which promise your audience responds to, not just which page they liked. See Page Variants.

What's next

Advertising Overview

How ads, pixels, and tags fit together, and how to connect Google and Meta.

Connectors

Give your Agents live read access to ad performance through the Google Ads and Meta Ads connectors.

Page Variants

Build several versions of a page and test which promise converts best.

Page Best Practices

What makes a landing page convert once the traffic arrives.