Landing Page First, Ads Second (with Tas Bober) | Ep. 25

When campaigns launch, landing pages often come last on the list. But what happens if you flip the process? In this conversation, Charlie Riley welcomes Tas Bober, founder of The Scroll Lab and a landing page expert who’s worked on hundreds of B2B SaaS sites.

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Tas explains why the landing page should be the hub of any campaign—whether it’s digital ads or out-of-home placements—and how simplifying copy can create clarity, spark curiosity, and ultimately drive conversions. From reframing background check software messaging to the importance of “eyebrow copy,” this discussion highlights how to cut through noise, ditch buzzwords, and ensure your landing page and ad creative actually align.

Expect sharp, funny, and practical insights designed to keep marketers on their toes.

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👤 Guest Bio

Tas Bober is the founder and president of The Scroll Lab, where she helps brands build landing pages that actually convert. With a background leading digital and website teams, she has optimized 400+ websites and now specializes in paid ads landing pages for B2B SaaS. She also co-hosts the Notorious B2B podcast.

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📌 What We Cover

• Why landing pages should come before ad creative and campaign planning
• The pitfalls of treating landing pages as an afterthought
• Out-of-home best practices, from seven-word billboards to contextual airport ads
• Examples of clear vs. buzzword-heavy messaging that either lands or misses
• How to create ad variations from one strong landing page
• The role of vanity URLs, clarity, and audience context in OOH campaigns
• Using research and buyer journeys to guide landing page structure
• Simple, high-impact edits to improve any landing page—starting with copy
• The underrated power of “eyebrow copy” for clarity and organization

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🔗 Resources Mentioned

• The Scroll Lab
• Scrappy ABM Podcast
• Tas Bober on LinkedIn
• Charlie Riley on LinkedIn

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