Factors That Impact Ad Performance

Companies spend thousands on Meta ads but often see high CPC, low CTR, and weak conversions. After analyzing five (sales) campaigns yesterday, I found common mistakes that kill performance. Here’s how to fix them 👇 𝗕𝗶𝗴𝗴𝗲𝘀𝘁 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝗶𝗻 𝗠𝗲𝘁𝗮 𝗔𝗱 𝗦𝗲𝘁𝘂𝗽 🔹 High Frequency ≠ Success If frequency is 3.8+ in cold audience campaigns, your audience is too narrow—the same people see the ad repeatedly and stop engaging. Retargeting campaigns? High frequency (3-5+) is fine because those users already showed intent. 🔹 Budget Misallocation High-performing campaigns aren’t scaled despite low CPC and high CTR. Poorly performing ads keep running without creative refreshes, wasting spend. 🔹 Wrong Ad Formats & Placements • Static images overused instead of video formats. • Carousel ads lack storytelling - each slide should highlight a different benefit. • Meta Reels & Stories underutilized, despite having the lowest cost per interaction.    🔹 Lack of testing & iteration • No A/B testing on creatives, headlines, or CTAs. • No experimentation with visuals or audiences. 𝗕𝗶𝗴𝗴𝗲𝘀𝘁 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝗶𝗻 𝗔𝗱 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 🚫 Weak Call-to-Action (CTA) “Shop Now” is too generic. Better CTAs: • Sign Up Now • Claim Your Discount • Reserve Your Spot 🚫 Generic Headlines that don’t drive action Bad Example: Big Sale! 60% Off! Better: • Last Chance! 60% Off – Don’t Miss Out! • Only Today – 60% Off! 🚫 Poor visual hierarchy • CTA buttons blend in - use high-contrast colors. • No countdowns (e.g., "Only X Hours Left!"). • No badges/stickers like “LIMITED OFFER” or “50% DISCOUNT.” 🚫 Too similar images in Carousel Ads Each slide should emphasize different benefits, like: • 50% Off Everything • Mentor Support • 24/7 Access • 10,000+ Happy Users 🚫 Story Ads look like regular Feed posts • No motion elements (GIFs, animations, swipe-up prompts). • No stickers like “Only X Hours Left!” • No engaging hooks - start with a question: Have you used your 50% discount yet? 𝗧𝗵𝗲 𝘁𝗿𝘂𝘁𝗵 𝗮𝗯𝗼𝘂𝘁 𝗟𝗼𝗼𝗸𝗮𝗹𝗶𝗸𝗲 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀 𝘃𝘀. 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 Lookalike audiences aren’t the magic bullet anymore. Before (pre-iOS 14): Lookalikes worked well - Meta had more user data. Now: Meta favors broad targeting, meaning strong creatives outperform segmentation. Why? • Limited tracking (iOS 14 impact) - Meta relies more on creative performance. • Creative is the number 1 success driver, not audience targeting. • Broad audiences often outperform lookalikes - Meta auto-optimizes based on engagement. How to fix your Meta Ads? ✔ Segment cold vs. warm audiences properly. ✔ A/B test creatives, headlines, and CTAs. ✔ Use more video & dynamic content. ✔ Prioritize Meta Stories & Reels. ✔ Make CTA buttons & key elements pop. Small changes = big impact. But don't change things every day! You'll never get out of the learning phase. A campaign that isn’t working today might explode tomorrow - with the right optimization.

The other day, a colleague shared a cautionary tale. He switched to a new agency for his Meta ads because of their strong creative focus because, in his words, "I was lead to believe creative is all that matters to make Meta ads successful." But things went south—fast. The creative was polished, but the agency overlooked everything else. Performance plummeted because they ignored two other critical pillars: leveraging data and thinking beyond the click. This is why I believe in the Three-Legged Stool Framework for Meta advertising success. Here’s the breakdown: 🪑 Leg 1: Leveraging Data (The Base Stability) Data, including signal fidelity, proper media buying and measurement, provides the foundation. Without it, campaigns wobble. It’s like building a stool without measuring—it’s bound to collapse. Data signal is key for Meta ad success and also shows you what works, what doesn’t, and where to adjust. 🎨 Leg 2: Building Impactful Creative (The Craftsmanship) Creative attracts, engages, and drives action. But flashy creative alone isn’t enough. Just like a poorly constructed stool can’t support weight, creative that doesn’t align with performance goals will fall flat. 🔗 Leg 3: Thinking Beyond the Click (The Strength) What happens after the click matters. Conversions, leads, and meaningful outcomes rely on the strength of your post-click experience—like landing pages or nurturing funnels. This ensures your stool can bear the weight of your growth goals. Advertising success requires balance. That’s why testing, learning, and refining each pillar is essential. Adjust targeting, iterate creative, and optimize the post-click journey to keep your campaigns sturdy and resilient. If any one of these legs is weak or missing, the whole structure collapses.

60% of Your Ad Budget Is Burning (do THIS) Ads that don’t convert waste money. Follow this troubleshooting guide to fix your Facebook and Google ads. Identify the problems and take action. Let’s break it down. 1. Verify Conversion Tracking Check your tracking tools. For Meta Ads: • Make sure the Meta Pixel or Conversions API is set up right. • Use the Meta Events Manager Diagnostics tab or the Meta Pixel Helper Chrome extension. For Google Ads: • Use Google Tag Assistant to check if conversion tags are firing properly. Common fixes: • Update old tracking codes. • Ensure events like purchases or sign-ups are set up correctly. 2. Audit Your Landing Page Look for key issues. Speed: • Use Google PageSpeed Insights to fix slow load times. Mobile optimization: • Make sure your page works well on mobile devices. Message alignment: • Match your ad copy and offers with what’s on your landing page. CTA clarity: • Make buttons or forms clear and action-oriented (e.g., “Buy Now” instead of “Learn More”). 3. Evaluate Audience Targeting Find problem areas. Irrelevant audience: • Narrow your targeting using demographics, interests, or custom audiences. Ad fatigue: • Check frequency metrics; refresh your creatives or exclude users who’ve already converted. Broad match keywords (Google Ads): • Switch to phrase or exact match to cut down on wasted clicks. 4. Optimize Ad Creatives A/B test your ads. Visuals: • Test images or videos that show product benefits or address pain points. Copy: • Experiment with urgency, social proof, or discounts (e.g., “Limited Stock”). Format: • Try carousel, video, or lead ads to increase engagement. 5. Adjust Bids and Budget For low impressions or clicks: • Increase bids or switch to automated bidding strategies like Target CPA. Ensure your daily budgets match your campaign goals (e.g., at least 5–10x your target CPA). For high CPM on Facebook: • Revise audience segments or use Advantage+ placements to lower costs. 6. Review Campaign Objectives Check for mismatched objectives. Use the “Conversions” objective if driving sales, not “Traffic” or “Brand Awareness.” Confirm the algorithm has exited the learning phase (usually 7–14 days). 7. Diagnose Technical Issues Look for technical problems. Broken links: • Test all ad URLs and landing page buttons. Payment errors: • Ensure your billing info is updated in Ads Manager. Final Checks Do a competitor analysis: • Compare your offers and creatives to those of your competitors. Adjust for seasonality: • Be aware of trends like holiday demand drops in January. When you compare these areas step by step, most campaigns can recover within 1–2 weeks. Focus on tracking and audience alignment, as these account for about 60% of conversion issues.

We’ve all been there, pouring money into Google Ads with little to no ROI. Your immediate reaction is, "F*** this channel." The reality is, it was more likely that way you were executing or a bigger problem down funnel. Let me tell you a quick story. 👇 A Series B B2B SaaS brand approached me around six months ago to help improve the performance of their paid spend (primarily Google Ads) After my team and I spent hours going through their account, we noticed a few troubling things: ❌ Targeting broad terms and giving Google Ads too much leeway ❌ Campaign structure had all keywords combined as one ❌ Landing pages didn't allow for exploration and didn't match the main website ❌ Offline conversions weren't being tracked in-channel ❌ Most budget was spent on low-intent terms ❌ Desktop performed best, yet there were tens of thousands of $$$ spent on mobile I then looked at the keywords that converted over the last 90 days and noticed more than 70% were marked not a fit by sales, another 20% weren't followed up with, and then 10% or so did happen to move forward into opportunities. Sidebar: This is why sales gets frustrated with marketing. Same way I felt when I was on the other side. So then we made a shift after in the first 30 days. ✅ Narrowed keywords & match type: We focused on specific, high-intent keywords aligned directly with their services. Instead of broad terms, we used phrases like “B2B SaaS solutions for healthcare” and “custom CRM development.” ✅ Revamped landing pages: We got the client to eliminate the old “one-size-fits-all” approach and allowed visitors to explore other areas of the website to self-educate. ✅ Increase impressions on Desktop: We diverted more traffic to desktop vs. mobile In just 60 days, they saw a ~30% increase in qualified leads and a ~40% drop in cost-per-opportunity 🎯 All because we abandoned the old ways and adopted a targeted approach on Google Ads. 💡 The lesson? The way you execute matters. P.S. Remember that the success of a channel is a team sport. You don't win by making strategic changes on Google Ads in isolation. You need a strong product, a good story, and a strong sales team to help convert that demand.

Blaming the algorithm? 🤔 Think again. Your social media ads aren't converting, and it's not because of the mysterious algorithm changes. It's your strategy 🎯 Let's dive into why and how to fix it. 1. You're Talking, Not Listening 🗣️ → If your ads scream 'buy this' without understanding what your audience needs, you're missing the mark. The key? Listen more 🧏♀️ Engage in social listening to tailor your messages. 2. One Size Fits All? No More ➡️ → Generic ads are out. Personalization is in 👤 If you're not segmenting your audience and customizing your messages, you're throwing your budget into a black hole. 3. Ignoring the Journey 🛣️ → Not everyone is ready to buy NOW. If all your ads aim at immediate sales, you're neglecting those who are still considering their options. Create ads that cater to every stage of the buyer's journey. 4. Creative Fatigue Is Real 😴 → Using the same creative for months? Your audience is bored. Refresh your ad creative regularly to keep your audience engaged and interested. 5. Data? What Data? 📊 → Running ads without diving into the analytics is like flying blind. Track, analyze, and tweak based on data, not just gut feelings. 6. The Engagement Trap ❤️ → Engagement is great, but it's not the ultimate goal. Sales are 💰 Don't get so caught up in likes and comments that you forget the real objective. 7. Forgetting Mobile Users 📱 → If your ads aren't optimized for mobile, you're invisible to the majority of your audience. Mobile-first isn't an option; it's a necessity. Stop pointing fingers, adjust your strategy and see your ads perform. Identify one improvement area this week and share it here! Share your commitment in the comments! 👇 🔄 Like this? Repost P.S: Carousal design inspired by Ayesha Ameer 💜

Your ad metrics tell you exactly what's wrong ↳ (it's not rocket science) I've audited 100+ Facebook ad accounts over the last 12 months. And the same story keeps repeating itself. Brands complaining about poor performance but ignoring the obvious signals right in front of them. Your Facebook metrics are literally telling you what's wrong. You just need to know which combinations to look for. 1. High Hook Rate, Low CVR     Your ad stops the scroll but doesn't convert. Why it's happening: → Hook is completely unrelated to your product → You've baited viewers with something misleading → Product reveal is disappointing after the hook The fix: → Make sure your hook relates to what you're actually selling → Test adding your CTA earlier in the video → Strengthen connection between hook and product ------ 2. Low Hook Rate, High CVR     The few people who watch your ad convert, but not enough people are watching. Why it's happening: → First 3 seconds are boring → Thumbnail doesn't grab attention → No pattern interrupt to stop scrolling The fix: → Test 5+ completely different hooks → Use split screens in your intro → Lead with your strongest claim or pain point ------ 3. High CVR, Low CTR     Your site converts well, but your ad doesn't get clicks. Why it's happening: → Call to action is weak → No reason to click NOW → Ad copy doesn't drive action The fix: → Make your CTA impossible to miss → Add urgency/scarcity elements → Test stronger benefits in your copy ------ 4. High CTR, Low CVR     People click your ads but bounce from your site. Why it's happening: → Major disconnect between ad and landing page → Post-click experience is confusing → Ad sets unrealistic expectations The fix: → Use identical messaging in ad and landing page → Simplify your landing page experience → Match ad imagery with site imagery ------ 5. High CTR, Low Hook Rate     People are clicking without watching your video. Why it's happening: → Misleading thumbnail → Ad copy doesn't match creative → Getting wrong traffic that won't convert The fix: → Create thumbnails that honestly show your offer → Test hooks that align with your copy → Fix any misleading elements — Stop guessing why your Facebook ads aren't working. The diagnosis is right there in your metrics. You just need to know where to look. If you've found this valuable, drop me Evan Carroll a follow and repost to help others in your network with their Facebook ads ♻️

What is most important now? Don’t obsess over things that don’t matter as much as they once did. Meta advertising has changed, and you should redirect your time and energy to make an impact. Here are the four things to focus on... 1. Dedicate most of your time on creative. Ad copy and imagery could be the most important factors now. They help direct who sees your ads and adjustments here can make the biggest impact on results. If your ads are attracting the wrong audience, the initial focus was on targeting. But now that audiences often expand, your changes in those inputs make less of an impact. You can help control who sees your ads by making sure that the copy and creative attract the specific action that you want from the specific audience you hope to reach. 2. Prioritize performance goals. This is what defines success for the algorithm, around which changes to ads optimization for delivery are made. The wrong performance goal can lead to bad or misleading results. In most cases, use a performance goal that represents the action that you want. Don't get cute. Avoid upper funnel actions for performance goals. 3. Get attribution right. It's become a greater challenge post-iOS 14, and it will only get more difficult. Set up the pixel, API, standard and custom events, and custom conversions. Your ability to properly and thoroughly define and pass events will help provide a fuller picture for Ads Manager reporting, but it will also help deliver your ads to the right people. Know how to interpret results, and validate them with third-party tracking. 4. Understand the importance of your budget. Not everyone has the luxury of big budgets. But know that more volume can help you get better results. You can do this by spending more or by consolidating and limiting competing campaigns and ad sets. Start with these four things. They are where you can make the greatest impact on performance. Everything else is secondary.

PE firms think bad marketing kills deals. I think it creates billionaires. Let me explain… 1. The Numbers That Matter If you're an e-commerce company selling water bottles, there are clear standards for what your click-through rate and conversion rate should be by channel. We use tools like Varos and proprietary data sets to establish benchmarks. But raw metrics only tell part of the story. The real analysis focuses on unit economics. We look at: • Rev vs cost per visitor • Channel mix and diversification • Profitability by acquisition source • Scale potential at current efficiency The trick is finding inefficiencies that represent opportunity. When we see a company succeeding despite poor fundamentals, that excites us. It means there's massive upside potential. 2. The Signal Killer Most established companies have fragmented their Facebook signal beyond repair. I'll walk into accounts with 200+ concurrent ad sets, each with its own budget and audience. The marketing team thinks they're being thorough. In reality, they're strangling Facebook's algorithm. Facebook needs clear signal to optimize. When you split your budget into tiny pieces, you run 200 micro-experiments simultaneously. None of them get enough data to optimize effectively. We typically recommend clients reduce accounts to 10-15 core ad sets with meaningful budget behind each one. This alone can drive 30%+ performance improvements. 3. The Blindfold Problem When we audit established companies, we routinely see event match quality scores of 3/10. Modern D2C brands run at 9/10. This single metric can predict marketing efficiency with scary accuracy. Low match quality means Facebook doesn't know what's happening post-click. It's like trying to optimize with a blindfold on. The platform needs clean data to find you more customers similar to your best ones. The good news is that this is fixable: • Proper pixel implementation • Server-side tracking where needed • Clean event structure • Deduplication of conversion events 4. Test or Die When someone tells me their performance is poor, I ask one question: "How many creative tests do you run per week?" The typical answer - "two tests per month" - explains everything. At Ampush, we managed accounts for companies like Uber, DoorDash, and Peloton. The common thread was rigorous creative testing systems. Not random tests, but a systematic exploration of: → Hooks (first 3 seconds) → Value propositions → Social proof formats → Call to action approaches How to...... • Start with small budgets ($2k-5k / test) • Clear success metrics defined upfront • Kill failures fast, scale winners aggressively • Document learnings in a testing library 5. Simple Beats Sophisticated After evaluating hundreds of companies, we’ve found that the best digital marketing teams run on simple systems that execute the fundamentals at an extremely high level, consistently, over long periods. That's the secret 🤫

Why Your Ads Aren't Working and How to Fix Them 1. Poor Landing Page Even great ads won’t help if your landing page is slow, cluttered, or hard to navigate. Make sure it loads quickly, looks good on mobile devices, and is easy to use. Use clear text and good visuals to show off your product. 2. Targeting the Wrong Audience If your ads are shown to the wrong people, they won’t convert. For example, promoting high-end organic skincare to teenagers or fast food lovers won't work. Aim for audiences interested in health, wellness, and natural products. 3. Not Enough Budget Make sure you have enough budget to get your ads seen by the right people. Adjust your spending based on industry costs and busy seasons, like the holidays, when ads might be more expensive. 4. Lack of Trust People need to trust your brand to buy from you. Use customer reviews, security symbols, and clear shipping and return policies to build trust. 5. Wrong Pricing Price your product right. If it's too expensive, people won’t buy. If it’s too cheap, they might think it’s low quality. Look at your competitors' prices and set a price that matches the value of your product. 6. Too Much Competition If your market is crowded, you need to stand out. Highlight what makes your brand unique, like using eco-friendly materials or offering exclusive features. 7. Limited Availability Creating urgency can boost sales. Limited-time offers or low stock levels can encourage people to buy now instead of later. 8. Low-Quality Ads Your ads need to catch attention and clearly explain the benefits of your product. Use high-quality images or videos, clear messages, and strong calls-to-action to make your ads stand out. #mediabuying #facebookads #googleads #performancemarketing