The page continues the ad
The landing page should match the channel, creative angle and offer. A generic PDP often leaks intent because it answers the wrong questions in the wrong order.
Offer modules
Useful modules include hero, product proof, comparison, reviews, bundles, quiz path, FAQs and checkout CTA. The mix depends on product, AOV, objections and traffic temperature.
Measurement
Landing page tests need clean UTMs, events and reporting so creative learnings do not get lost between the ad account and the store.