An ad buys a few seconds of attention. The landing page decides whether that attention becomes an enquiry, so it deserves work before the budget is switched on.
Start with the match. The headline should answer the search or promise that brought someone there, in the same words where possible. If the ad is about one service, the page should be about that service, not the homepage.
Then make the next step obvious: one primary action, whether a call, form, WhatsApp message or booking, easy to find on a phone. Ask only for the details you need to respond well.
Add reasons to trust you: what you do, who it suits, how the process works and when someone will hear back. Finally, confirm that tracking records the action you care about before the first rupee is spent.