Lets go!

if you want cutomer to know like and trust you like say coaching or service industry then video may be better, but if its more of a product business or more geared towards product then prolly image is good. I think it depends of who you are targeting.... and thier expectation before they buy .. or may be why they would be interested..

What kind of lead magnet is it..? it it webinar or pdf..? Also you can search your competitors ad in ad library and see what they are doing that is working... $2.30 seems little high. curious what did you put as ad targeting, is it website visit or get leads..?

Hey there, I think as a consumer, the aesthetic could be little better with landing page. People been fed awesome landing page like aesthetic wise from facebook ad, so they just expect that as a standard. I think you can may be have some contrast like background color on on headline column and the headline is little too vast like font size wise, so you can try to decrease the font so people can read it as they just open it... Also when I scroll the line space in paragraph like on 2nd page below whats included is less, same with 4th page. I think more line spacing helps look wise. You can always tweak the landing page and see if it helps. I also feel that when people start reading for landing page, do they get confused...? like why only click on ads and not sign up.. yet people dont know you, so landing page may be a way to gain trust..? but more direct and clear communicated landing page is, i guess more they can see if it resonates. hope it helps!