Gooood morning,
Happy Monday! This week we are looking at why your ads aren’t working and what to fix first.
Most people think the issue is the channel. They blame ads, social media, or email. In reality, the problem usually sits earlier in the process.
You can put a lot of effort into marketing and still see weak results. It often comes down to fixing the wrong part of the system.
Let’s walk through where to look first.
The Idea
If your marketing is not working, do not start with tactics. Start with your foundation.
Here is a simple way to diagnose it.
1. Check your offer first
Before anything else, look at what you are selling and how you present it.
A strong offer is clear, specific, and easy to understand. A weak offer feels vague or too broad.
Ask yourself:
What problem does this solve?
Who is it for?
Why should they choose this over other options?
If someone lands on your page and has to think too hard, you lose them.
[Example: “Marketing help for small business” vs “We set up and run your Meta ads to generate leads within 30 days”]
If this is unclear, nothing else will perform well.
2. Look at your message
Once the offer is solid, check how you communicate it. Most marketing fails because it talks about the business, not the customer.
Your message should focus on:
- The problem your customer has
- The outcome they want
- How your offer gets them there
Avoid general claims and be specific. [Example: “Grow your business” vs “Increase qualified leads without increasing ad spend”]
If your message does not connect, traffic will not convert.
3. Review your conversion path
Now look at what happens after someone clicks. This includes your landing page, form, checkout, or booking flow.
Common issues:
- Too many steps
- Too much information
- Unclear next action
- Slow load time
Every extra step gives people a reason to leave.
Make the path simple and direct.
4. Then check your traffic
Only after the first three are working should you focus on traffic.
At this stage, look at:
- Are you targeting the right audience?
- Are you using the right platform?
- Are your creatives clear and relevant?
If your foundation is strong, traffic becomes easier to scale. If not, more traffic just means more wasted budget.
Quick Wins
🧠 Social media hack: Start posts with a question or bold statement to stop the scroll.
🛠️ Tool to Try: If Meta Business Suite doesn’t cut it for you as a social media scheduler, we love Metricool! It is significantly more affordable than competitors without skimping on features. Not sponsored 🙂
📅 Quote of the week: “Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don’t quit.” – Conrad Hilton
Example of the Week
Business: Chief Nutrition
Why it works: This ad grabs attention by addressing a relatable problem: junk food habits. It leads with the pain point, showing empathy and understanding before highlighting the solution.
Takeaway: Start by identifying what your audience is struggling with. How does your product help solve that issue? Focus on the problem first, not just the features.
Got questions or a topic you’d love to see covered next? Just hit reply. We read every message and would love to hear from you.
Talk soon,
Caden Schmidt
Co-founder of Mint Soda Marketing