Landing Page vs Homepage

A homepage serves the broader site. A landing page serves a specific campaign.

Homepage job

A homepage introduces the organization and routes different visitors to different parts of the site.

Landing-page job

A landing page narrows attention around one offer, audience and action.

Which should paid traffic use?

When the campaign has a focused promise, a matching landing page usually gives you more control over the message and conversion path.

When a homepage is enough

Brand searches or broad discovery campaigns may reasonably use the homepage when no single conversion action dominates.