Paid traffic arrives carrying a query string, expects one of two variants, and has already been charged for whether or not the page renders. Each of those is a caching decision.
Ad clicks carry tracking parameters, and a cache that treats each one as a different page never serves a cached response at all.
Campaign and click-ID parameters are stripped before the cache key is calculated, so a thousand ads pointing at one page share a single cached response instead of creating a thousand cold ones.
Landing page experience feeds directly into what you pay per click, which makes render performance a media-buying cost rather than a technical preference.
Variant selection happens before the response is sent rather than in the browser after paint, so a visitor never sees the control flash and then get replaced by the test.
Lead capture is the only dynamic thing on the page, so it is excluded from cache and given the write capacity a launch week actually requires.
Campaign pages are created constantly and retired quickly, so publishing one should not involve a deployment, a build step or a support request.
The expensive failure is a landing page that was slow or down for an hour while spend continued. That is a monitoring question rather than a hosting extra.
A visitor who arrived from an ad has no reason to wait, and the click has already been charged. Render speed is the difference between a lead and a bounce you paid for.
These are the settings that differ from a standard WordPress site on the same plan. Each follows from traffic that is paid for, parameterised and impatient.
| Setting | What we do | Why |
|---|---|---|
| Cache key | Tracking parameters stripped before the key is computed | Treating utm_source as part of the URL gives every ad its own cold cache entry, which means paid traffic reliably receives the slowest version of the page. |
| Split-test variants | Chosen at the edge before the response is sent | Client-side testing paints the control first and then swaps it, and the visitor sees the swap happen. |
| Form endpoints | Excluded from cache with dedicated write capacity | Lead capture is the only thing on the page that earns, and it is also the only thing a cache cannot help with. |
| Third-party tags | Loaded after first paint, with the container self-hosted where possible | A tag manager that blocks the render converts advertising spend directly into bounces. |
| Publishing | Immediate, with no build or deploy step | Campaign pages are created and retired weekly, and a publishing process measured in hours changes what a marketing team is willing to test at all. |
Every plan includes free migration, daily backups, SSL and 24/7 support.
Free migration, one cache entry per page rather than per ad, and variants without the flicker.