# How to analyze competitor landing pages

> Open the page a rival's ad sends people to and score it on six checks: message match, offer, proof, action, speed and mobile. Steps and a worked example.
- **Author**: Marxx
- **Published**: 2026-11-14
- **Category**: Competitor research
- **URL**: https://marxx.ai/library-guides/how-to-analyze-competitor-landing-pages

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Open the page a competitor's ad sends people to, then read it as a buyer would: first screen, offer, proof, action, speed and mobile view. Score every rival on the same six checks so you can compare them side by side and pick one change to test on your own page.

## Step 1: find the page from the ad

Search the brand in the [Meta Ad Library](https://www.facebook.com/ads/library/). Ads that send people to a website show a site name, a headline and a button such as Shop now, and that block links to the page the ad sends people to (checked 2026-10-20). Start with ads that have run longest. See [how to find out how long an ad has been running](/guides/how-to-find-out-how-long-an-ad-has-been-running).

One brand often sends different ads to different pages. Open several and note the page type: product page, landing page, quiz or chat.

## Step 2: score six checks

| Check | Ask |
|---|---|
| Message match | Does the headline repeat the promise in the ad? |
| Offer | Are the price and deal clear on the first screen? |
| Proof | Do you see reviews, ratings, numbers or real buyer photos? |
| Action | Is there one clear button? How many form fields? |
| Speed | How fast does the main content load? |
| Mobile | Is it easy to read and tap on a phone? |

The first screen without scrolling has a name: [above the fold](/glossary/above-the-fold). Most of your checks should pass there.

## Step 3: test speed

Paste the page address into [PageSpeed Insights](https://pagespeed.web.dev/) and click **Analyze**. It reports mobile and desktop, with a simulated test and real-user data from the past 28 days ([Google](https://developers.google.com/speed/docs/insights/v5/about), checked 2026-10-20).

Google's "good" marks, measured at the 75th percentile of visits ([web.dev](https://web.dev/articles/vitals), checked 2026-10-20):

- **LCP** (Largest Contentful Paint, how fast the main content shows): 2.5 seconds or less.
- **INP** (Interaction to Next Paint, how fast the page reacts to a tap): 200 milliseconds or less.
- **CLS** (Cumulative Layout Shift, how much the page jumps): 0.1 or less.

## Step 4: compare with your own page

Score your page the same way. Put it in the [competitor analysis template](/templates/competitor-analysis-template-for-ads). Pick the one gap you think costs you the most and test that.

## A worked example

Say you sell mattresses and check three rivals. The scores are made up.

| | Rival A | Rival B | Rival C | You |
|---|---|---|---|---|
| Headline repeats the ad | Yes | No | Yes | No |
| Price on first screen | Yes | No | No | No |
| Reviews on first screen | No | Yes | Yes | No |
| Form fields | 3 | 7 | 4 | 6 |
| Mobile LCP (seconds) | 2.1 | 4.3 | 2.8 | 3.9 |

Your page misses on every row. Two of three rivals repeat the ad's headline, and two of three show reviews. Your 3.9-second LCP is slower than Google's 2.5-second mark. Pick one change first: repeat the ad's headline and show the price on the first screen. Then A/B test it against your current page, using the [landing page template](/templates/landing-page-template-for-ads) as a base.

## What not to do

- Do not copy wording or photos. Copy the order of answers a buyer needs.
- Do not assume a rival's page converts. You cannot see their results, only their page.
- Do not score once. Pages change, so check again after a big sale or launch.

We make Marxx. It tracks competitor ads on Meta and Google, so you see new rival ads without searching each week. See [competitor tracking](/features/competitor-tracking). For the wider process, read [how to run a competitor ad audit](/guides/how-to-run-a-competitor-ad-audit).

## FAQ

### Can I see a competitor's conversion rate?

No. Only the brand can. You can compare what is visible: message match, offer, proof, form length and speed.

### How often should I check competitor pages?

Once a month is enough for most brands. Check again when a rival starts a big ad push.

### What if the ad goes to the home page?

Note it. A home page gives a visitor many places to go, so compare it with a rival's single-product page and see which one answers the ad's promise faster.

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- [More Competitor research articles](https://marxx.ai/library-guides/category/competitor-research)
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