In one instance, the company was featured on the popular TV series "Extreme Home Makeover," and sought to leverage that exposure with a search campaign. Needless to say, including "as seen on 'Extreme Home Makeover'" in the ad copy helped to drive a tremendous amount of traffic and leads. But further qualification found that roughly 25% of the leads were from people who wanted to be on the TV show themselves (or recommend family or friends).
Gold says that nothing on the landing page indicated that the company was giving away products or services for free--or that there was any way to sign up for the show. Other than a small "as seen on Extreme Home Makeover" tagline and logo, all of the landing page copy and images were focused on the company's own products--and their customer benefits. He argues that this is a prime example of how consumers can ignore everything on a landing page but a submission form if the ad copy sparked enough interest.