The Mistake: Broad targeting with no clear audience segmentation.
The Fix: Define personas. Use interest-based, behavioral, or lookalike audiences. Layer targeting with exclusions to refine reach.
The Mistake: Chasing Return on Ad Spend without context.
The Fix: Track Customer Acquisition Cost (CAC) alongside Lifetime Value (LTV) to evaluate true growth potential. Build full-funnel strategies, not one-hit wins.
The Mistake: Running the same ad for weeks (or months).
The Fix: Develop a creative testing engine. Rotate assets weekly. A/B test hooks, visuals, CTAs, and formats.
The Mistake: Directing paid traffic to generic landing pages.
The Fix: Create dedicated landing pages with specific CTAs that match the ad message. Improve conversion with clarity.
The Mistake: Focusing on clicks and impressions over conversions and value.
The Fix: Track quality leads, purchases, email sign-ups, and revenue — not vanity metrics.
The Mistake: Expecting cold traffic to convert immediately.
The Fix: Build a funnel: awareness, consideration, conversion, and retention. Pair paid media with email, content, and remarketing.
The Mistake: Ignoring the 95% of users who don’t convert on the first visit.
The Fix: Use pixel data to create segmented retargeting audiences. Serve different messaging based on engagement stage.
The Mistake: Underfunding campaigns or spreading budget too thin.
The Fix: Allocate budget by funnel stage. Spend more on what’s working. Set daily minimums for learning and optimization.
The Mistake: Assuming one offer fits all.
The Fix: Test discounts vs. value-adds. Run multiple versions of copy to find what resonates. Let data guide your messaging.
The Mistake: Treating paid ads as a standalone solution.
The Fix: Integrate paid with brand design, email marketing, SEO, and content. The best ads convert because the ecosystem supports them.
You don’t need to pause your ads — you need a better strategy. Let’s talk about how we can fix your funnel, boost your conversions, and build long-term growth.
