How to Fix Underperforming Ads and Drive Better Results

Most ads don’t just underperform they completely miss the mark.

But why does this happen, especially when brands are spending more than ever on digital advertising?

Let’s break down the key reasons your click-through rate and conversion rate might be lower than expected, and how you can turn things around.

Reason 1: Poor Targeting

The biggest culprit? Showing your ads to the wrong target market audience.

If you’re targeting “everyone” aged 18–65 with no clear segmentation, you're not being strategic  you're being wasteful. When your audience is too broad or too generic, your messaging loses relevance and impact.

 Fix it: Use interest-based, behavioural and intent-driven segments. Leverage first-party data and build lookalike audiences based on real customer insights.

 Reason 2: Weak Messaging or Creatives

Even the most advanced targeting won’t save you if your call to action doesn’t connect. If your headlines are unclear, your visuals uninspiring, or your value proposition too vague

users will scroll right past.

 Fix it: Test multiple variations of creatives. Speak directly to your audience’s pain points. Make your value proposition clear within the first few seconds.

 Reason 3: Slow or Confusing Landing Pages

You nailed the ad, got the click... and then lost the lead because your page didn’t load or was hard to navigate. Every second of delay increases bounce rate and kills conversions.

 Fix it: Optimise for speed and mobile UX. Ensure a seamless user experience from ad to landing page. Keep your message consistent across the funnel.

 Reason 4: Ignoring the Buyer’s Journey

Not every user is ready to buy right away. Showing the same “Buy Now” ad to someone who just discovered your brand is like proposing marriage on the first date.

 Fix it: Segment users by journey stage  cold, warm, hot  and serve tailored messaging to guide them through the funnel using programmatic ads.

 Reason 5: No Clear Metrics or Tracking

If you're not tracking what matters, how can you know what’s working? Many campaigns fail simply because they weren’t set up with proper goals, events or attribution in place.

 Fix it: Use tools like Google Analytics, Meta Pixel and Customer Data Platforms (CDPs) to track real outcomes conversions, purchases, lead quality  not just clicks.

 Bonus Insight: SEO and UX Also Matter

Sometimes, paid ads aren’t the only thing to blame. Poor website experience or missing organic visibility can reduce trust, impact brand perception and ultimately lower performance.

 Fix it: Pair your Google Ads and Meta Ads campaigns with strong SEO and a smooth user experience to create a cohesive growth engine.

At Janusmaad Digital, We Help Ads Perform Better

Whether it’s Google, Meta or programmatic advertising, we ensure your ad budget works smarter, not just harder.

👉 Book a consultation and let’s optimise your ad performance: Book Now