A landing page has one reason and that is to change over your guest into a lead, deal or other pre-decided activity. Inadequately planned landing pages will bring about low change rates. Your CTA button needs to emerge like a sore thumb. Ensure that it doesn't mix in with your web architecture to the point that it winds up unnoticeable. It should emerge and it should make the guest float towards it.
Poor landing page quality will influence the quality score of the catchphrases in the promotion audience
This will, obviously, influence your CPA and make it harder to create return on initial capital investment.
In the event that your landing page has low change rate and CTA rate, your advertisement gathering will be viewed as low quality score, subsequently getting a higher bid.