Paid Media Blog: Aligning Paid Ads with Landing Page Strategy

As part of my Digital Communications and Customer Engagement (DCCE) assignment, I designed a dedicated landing page promoting my future career as an HR Consultant, specialising in workplace investigations and advisory support. To drive traffic to this landing page, I will create two paid media examples, a Google Paid Search ad and a LinkedIn sponsored post. Each ad has a specific purpose and targets a clearly defined audience at different stages of the customer journey, ensuring alignment with the branding and messaging of the landing page.

 

Google Paid Search Ad – “Expert HR Support for Workplace Incidents”

Headline:  Expert HR Support for Workplace Incidents

Description: Need help resolving HR issues? We offer confidential, independent investigations and HR advice. Fast, discreet, and professional.

Call-to-Action: Get Free Initial Consultation – Book Now

Target Keyword: HR consultant workplace investigation Ireland

Objective:

This ad is designed for lead generation, targeting users who are actively searching for solutions to workplace issues. It addresses a direct need, prompting users to take action by offering a free initial consultation.

Target Audience:

• HR Managers and Business Owners in Ireland

• Small to mid-sized businesses without internal HR teams

• Companies dealing with employee complaints, grievances, or investigations

Customer Journey Stage:

This audience is ready to engage a professional. They’ve already identified a problem and are seeking help. The ad leads them straight to the landing page, which contains a prominent contact form and a personalised response system, making it easy for users to book a free consultation.

LinkedIn Sponsored Post – Build a Better Workplace Culture

Headline: “Toxic workplace culture? Don’t ignore the signs. As a certified HR consultant, I help Irish companies manage employee concerns, conduct investigations, and rebuild trust. Let’s make your workplace stronger.”

Call-to-Action: Learn More

Objective:

The goal of this ad is brand awareness and engagement, helping position me as a knowledgeable, approachable HR consultant. While not focused on immediate conversion, it nurtures interest and builds credibility on a platform where HR professionals and decision-makers are already active.

Target Audience:

• HR Professionals, Line Managers, and Small Business Owners

• Located in Ireland, primarily in service industries

• Interested in HR best practices, employee relations, or workplace culture

Customer Journey Stage:

The audience may not be searching for help right now, but the message makes them consider how external HR support could benefit their organisation. It warms them up for a future decision.

Landing Page Alignment:

This ad links to the same landing page but speaks to a different need, proactive HR support. The tone of the page matches the ad’s message of building trust and improving workplace culture.

Conclusion

Both ads serve different purposes but lead to the same central landing page, which is professionally branded and offers clear value. One drives direct conversions (Google), while the other builds credibility and interest over time (LinkedIn). By aligning messaging and audience targeting, I’ve created a paid media strategy that reflects real world HR consultancy goals and demonstrates a digital communications approach that’s both strategic and human-focused.