Fix Underperforming Ads

The Ads Stopped Working. Okay – Time to Pivot, Fix, and Reinvest.

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The Challenge

THE PAID PERFORMANCE PROBLEM

Your ads didn’t suddenly get bad — the environment around them changed. CPMs went up. Competition increased. Your audience’s behavior shifted. And the strategy supporting your ad spend hasn’t adapted fast enough.

Ads amplify whatever story you’re telling. If the story is unclear, misaligned, or aimed at the wrong intent – your cost goes up while your conversions go down.

Sometimes the problem isn’t the ads. Sometimes the problem is that your organic ecosystem isn’t strong enough, so your ads are doing all the heavy lifting — and burning cash in the process.

If you’ve been asking yourself any of this…

  • “Why is my CPL going up every single month?”
  • “Why does nobody convert once they hit the landing page?”
  • “Why do my ads only work when the spend is high?”
  • “Should I even be running ads right now?”

…you’re in the right place. This is sort of my jam.

Let’s pause. Go back to the data. Relearn your audience. And redefine what your ads should actually be responsible for.

Sometimes the right move isn’t to scale. Sometimes the right move is to pull back, refine, test small —
then accelerate with intention. #LetsGo

Guide Section – Ads Too Expensive

I GET IT — AND I CAN HELP

I’ve Seen This Before

You’re spending real money to get in front of the right people — but the numbers don’t make sense anymore. Costs are rising. Clicks aren’t converting. And even when the ad performs, the landing page doesn’t close the gap.

It’s frustrating because nothing “looks” wrong. The creative is solid. The targeting seems fine. The offer hasn’t changed. But your results have.

When paid traffic dries up or gets too expensive, it’s rarely one thing. It’s usually a shift in your audience, the platform, your category, or the story your ads are amplifying. If you’ve ever looked at your numbers and thought, “Why is this not working anymore?” — you’re not imagining it. The environment changed, and your strategy needs to catch up.

This Is the Part I Know Well

I’ve optimized ad-to-offer paths inside high-growth environments where every dollar had to justify itself — not just pull impressions. That work generated tens of millions in pipeline, and one lesson was always true: ads only perform when the strategy underneath them is honest, data-driven, and mapped to how your audience buys right now.

When we work together, I help you read the truth in your numbers, understand what changed, and rebuild your paid strategy with intention. We define what role your ads should play today — whether that’s acquiring cold traffic, re-engaging warm interest, or amplifying what your organic ecosystem is already doing well.

Sometimes the smartest move is to pull back, refine, and test small. Sometimes it’s to reposition. And when it’s time to reinvest, you’ll do it with clarity and a strategy built to convert.

Plan Section

The Plan: 3 Steps to a Smarter Paid Strategy

1

Pull Back & Diagnose the Friction

We start by slowing the spend so we can see the truth in your numbers. Together, we review your audiences, landing pages, message flow, and recent shifts in your market. This gives us a clear understanding of why costs climbed and where conversions are breaking down.

2

Refine the Strategy & Rebuild the Path

Once we understand what changed, we rebuild your ad-to-offer path. This may include clarifying your messaging, adjusting your targeting, strengthening your landing page, or repositioning your offer for how buyers make decisions today. The goal: restore alignment between the click and the conversion.

3

Test Small, Then Reinvest With Confidence

With a refined strategy in place, we run small, intentional tests to confirm traction. Once we see lift — lower CPL, stronger engagement, better conversion behavior — then we scale your budget. You leave with a paid strategy that’s data-backed, efficient, and built to convert again.

WHAT WE CAN WORK ON TOGETHER

In this engagement, we’re not rebuilding your entire funnel. We focus on the parts of your paid strategy that move the numbers fastest—so you stop overspending, stop guessing, and start seeing clean signals again.

Read the Data Honestly

Walk through your ad performance, tracking, and key metrics together so we can see what’s really happening— where costs are climbing, where people drop, and which campaigns are quietly carrying the weight.

Define the Role of Your Ads

Clarify what you actually want paid media to do right now—warm up cold traffic, re-engage warm leads, or support a strong organic engine—so your spend has a clear job instead of trying to do everything.

Fix the Ad-to-Page Hand-Off

Review your key landing pages and offer paths to make sure the promise in the ad matches the experience on the page, so clicks feel logical and buyers aren’t left confused or underwhelmed.

Tighten Audiences & Spend

Refine who you’re targeting, where they see you, and how much you’re investing in each segment— with an eye on cutting waste, protecting your budget, and funding what’s actually working.

Design Smart Tests

Outline a simple testing roadmap—messages, formats, and offers—to validate what your audience responds to now, without spinning up ten new campaigns you don’t have the capacity to manage.

Build a 30-Day Reinvestment Plan

Leave with a 30-day plan for how to pause, protect, and then reinvest your budget—so when you scale back up, you’re doing it with a clearer strategy, stronger pages, and better odds of conversion.

It’s Time to Rebuild Your Paid Strategy with Clarity

If rising ad costs and dropping conversion rates have you second-guessing every dollar you spend, now’s the moment to pause, recalibrate, and return to market with a smarter plan. Share a few details, and I’ll review your situation and follow up with next steps.

Request a Paid Strategy Diagnostic