If you are running pay per click campaigns such as Google Adwords or Facebook ads then you need to ensure that the page people are landing on is as good as it can be. There is no point in getting traffic through to your site but the visitor then leaving straight away as the information they need isn’t there or the page layout is not easy to navigate round.
When setting up Pay per Click campaigns that go through to your website, it is not idea to have all the ads go to your home page. Often you may have ads that should go through to a specific page. For example, if you were advertising Logo design then you should get the ad to link through to the Logo design page and not just the generic home page. This will result in a higher conversion rate.
On the landing page, it is important to have the information they are looking for above the fold. Make sure that the page is easy to navigate and that you have a call to action in a prominent place. If your aim is to get the visitor to contact you then have a banner containing your phone number of even a simply contact form towards the top of the page. Making the process as easy as possible for the visitor will give you better results.