Why Your Ads Aren’t Converting: Landing Pages, Attribution and Paid Media ROI with Unbounce CEO Steve Oriola

Getting the click is the easy part. Steve Oriola, CEO of Unbounce, joins Ryan Alford to explain what happens after it, and why so many businesses waste ad budget by sending paid traffic to generic pages instead of focused landing pages. Steve explains how to think about customer acquisition cost all the way through to the sale, how attribution can tell you which traffic sources bring your best customers, and how Unbounce uses more than 2 billion conversion events to benchmark performance by industry. He also covers how AI is speeding up page creation and testing. He also shares the lesson every leader is learning in the AI era: when building software gets cheap, focus becomes your biggest advantage. Topics Covered: • Post-click strategy and landing pages • Acquisition cost, lifetime value and attribution • Conversion benchmarks from 2 billion events • AI in conversion rate optimization • Staying focused when software is cheap to build POWER YOUR BUSINESS WITH HIGHLEVEL Turn more leads into customers with one platform for CRM, marketing automation, appointment booking, Voice AI and customer follow-up. Start your 30-day free trial using Ryan’s link: https://www.gohighlevel.com/ryanalford Links & Resources: • Unbounce: https://unbounce.com/ • Conversion Benchmark Report: https://unbounce.com/conversion-benchmark-report/ • The State of Paid Media ROI 2026: https://unbounce.com/paid-media-roi-report/ Connect with Ryan Alford: • Website: https://www.ryanisright.com/ • Instagram: https://www.instagram.com/ryanalford/ • LinkedIn: https://www.linkedin.com/in/ryan-alford/ • YouTube: https://www.youtube.com/@RightAboutNowwithRyanAlford