Layouts are irrelevant. Two most important parts are your offer and message. If the offer is bad (e. g. you are selling compatible product that other 5 competitors are advertising and you have the same message like them and you are the most expensive your conversion rate is going to be really low probably below 1%). It is important to address to your target not using “spray and pray” method taking to like five different target audiences at one. The design of the layout is the least important. One simple long sales letter or VSL on plain white background that will create emotional reaction with your targeted user will convert like crazy. You can see tons of examples in new age Russel Brunson, Todd Brown, and decades of successful marketers in the past that made billions. Tactics: -Make sure your lander is congruent with your ad and search term. - Provide value in your copy for your visitors by making sure you are addressing their pain points. - remove distractions: no side or head menu - there can be one one direction where you are taking them - to the CTA button - make sure your page speed is in the green field - use google page insights This is short receipt for 300%+ ROAS from Adwords