When campaigns launch, landing pages often come last on the list. But what happens if you flip the process?

In this episode of Beyond the Billboard, host Charlie Riley welcomes Tas Bober, founder of The Scroll Lab, a landing page expert who's optimized 400+ B2B SaaS websites. Tas shares 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 underrated power of "eyebrow copy," Tas offers sharp, funny, and practical insights designed to keep marketers on their toes.

Key Topics:
-Why landing pages should come before campaign creative
-The pitfalls of treating landing pages as an afterthought
-OOH best practices: seven-word billboards, airport ads, and more
-How to create ad variations from one strong landing page
-Vanity URLs, clarity, and audience context in OOH
-Using buyer research to guide landing page structure
-Simple edits to improve any landing page (starting with copy)
-The overlooked power of "eyebrow copy"