Your ads don't stop at the click

A great ad can get someone to your website. It can't make sense of the website for them.

When sales don't follow, the ads usually take the blame. People test new creatives, switch audiences and tweak bids inside Meta or Google.

The ads can be doing exactly what they should. They're finding the right people, getting good engagement and sending relevant traffic. Whether or not that traffic buys depends on what it finds next.

Advertising can't fix:

•       An unclear landing page

•       Poor product information

•       A weak offer

•       Missing trust signals

•       Friction in the buying journey

•       A poor product

I'm a data geek, but I don't judge an account only by what's happening inside Meta or Google. I look at the wider customer journey. If I think the problem sits somewhere else, I'll say so. I work with founders and marketing managers who want a real person behind their ads account to focus on strategy and understand marketing in a holistic way.

Being strategic and ironing out the problems before you ramp up spend matters more now than at any other time of year. More spend isn’t a magic formula for growth. It magnifies whatever is already happening, whether that is good or bad. Before you increase budgets, find out whether the whole journey is ready for more traffic.

I've broken down what I check beyond the ad account in this week's MailerLite newsletter. 

Planning your Q4 spend? There are two ways I can help:

Free Q4 Ads Planning Framework: for brands working through their own Q4 plans.

Download the free Q4 Framework

Q4 Ads Audit - £297 + VAT: for established ecomm brands spending £20k+ a month on Meta and/or Google that want me to review their activity and identify the priorities before scaling. Five slots available. Book your Q4 Ads Audit