What Founders Get Wrong About Ad Campaigns (and How to Fix It)

Running ads doesn’t guarantee growth. In fact, for many founders, paid campaigns become expensive experiments that don’t convert.

At Next Best Action Marketing, we’ve helped founders turn underperforming ad budgets into strategic, scalable systems. And we’ve seen a pattern: the same mistakes show up again and again.

Let’s break down what founders often get wrong about digital ad campaigns—and what to do instead.

Mistake #1: Launching Without a Funnel

Running ads without a nurture path is like proposing on the first date. Most people aren’t ready to buy the moment they click.

Fix: Design a funnel that supports the buyer journey.

• Start with a lead magnet or valuable offer

• Follow up with an email sequence or retargeting

• Guide them step-by-step to conversion

When we design ad campaigns, we make sure there's a place for that click to land—and a path that moves people forward.

Mistake #2: Targeting Too Broad (or Too Vague)

"Entrepreneurs ages 25–45" isn’t a niche. If your audience targeting is wide open, you’re wasting money on people who may never need what you offer.

Fix: Go niche and speak directly. At NBA Marketing, we use a three-part audience formula: job title + need state + buying signal. For example:

• “COOs at scaling agencies who need better onboarding systems"

• “Founders of product-based brands looking to improve repeat purchases"

Better targeting = better ROI.

Mistake #3: Writing Ads That Sound Like... Ads

Most people scroll past polished, generic ad speak. If your creative doesn’t stop the scroll, it never gets a chance to convert.

Fix: Make your ads feel native, helpful, and human. We A/B test founder quotes, bold myths, and story-driven openings. Real voice outperforms fluff every time.

One of our most effective ads simply said: “You don’t need another funnel. You need one that works.”

Mistake #4: Focusing on the Wrong Metrics

CTR is high, but conversions are low. Does that mean the ad is good? Not necessarily.

Fix: Track the metrics that matter. We help clients measure:

• Cost per lead (CPL)

• Cost per acquisition (CPA)

• Click-to-conversion ratio

These tell the real story of how your ad is performing.

Mistake #5: Treating Paid Ads as a Shortcut

Ads amplify what’s already working. If your offer, website, or positioning is unclear, ads won’t fix that—they’ll expose it.

Fix: Get your foundation right first. At NBA, we audit the full funnel before a single dollar is spent. If the conversion path isn’t strong, we fix it before sending traffic.

Your Next Best Action: Stop Guessing. Start Fixing.

If your ads aren’t converting, it’s not about running more of them. It’s about making them smarter.

Start by:

• Auditing your funnel from click to conversion

• Getting clear on your message and audience

• Testing creative that feels real, not robotic

Need help fixing underperforming campaigns? Book a free consult or explore our Digital Campaign Optimization add-on—built for founders who want to stop burning budget and start scaling.