Generally you make a promise in the ad. You offer some free ebook or whitepaper download. Or may be offer a 30 days free trial account. Whatever you offer, your landing page must fulfill this promise. And it should highlight this fact prominently.
If you don’t, your website visitor feels cheated and thinks you are indulging in bait and switch. The visitor will bail out as soon as possible costing you a lead. Not only that, Google thinks you have a poor landing page and slaps you with poor quality score resulting in higher cost per click.
If need be, you can create several landing pages, each with a different message that is in sync with the ad that brings him there.
This simple change is bound to increase your website’s performance by several notches. Try it.