The job of the ad is to ‘sell the click’, its job isn’t to sell your products or services. If your product or service can’t ever be sold directly from the ad - why try? The job of the opt-in page is to ‘sell the opt-in’, in other words, to get the prospect to opt-in and give their contact details in exchange for your HVCO, so you can follow up with them. This gets your prospects to raise their hand as being interested in what you’re selling.
