Short answer: before spending on ads, make sure the path after the click works. The ad should name who it is for, land on a page about that exact offer, make buying or booking take two or three steps, and lead to a fast reply. Without that path, more ad spend just buys more drop-offs.
Why do ads that look good still fail?
Because the ad is only the first step. People click, land on a homepage that talks about everything, can't find the price, send a message nobody answers until tomorrow, and move on. The ad worked; the path didn't.
What should you check before you spend?
- Is the ad for someone specific? "For busy parents in Lekki" beats "for everyone".
- Does the click land on the right page? A page for that offer, not your homepage.
- Can they act in two or three steps? Book, buy or start a chat without hunting.
- Will someone reply within the hour? Ads create enquiries at all times of day.
- Do you know what a customer is worth? If customers buy again, you can afford to spend more to win them.
How do you build a simple landing path?
- One page per offer: headline, who it's for, three benefits, proof, price or a starting point, and one button.
- The same words as the ad, so people know they are in the right place.
- A WhatsApp or booking button that pre-fills the message.
How should you measure ads?
Not by clicks or reach, but by enquiries and sales per naira spent. Track which ad each customer came from, even if that means asking them.
FAQ
How much should I spend to test an ad?
Enough to get a meaningful number of clicks to your page, then judge by enquiries, not likes. Start small and increase what works.
Should I send ads to Instagram or my website?
Send them where the next step is easiest. For many local businesses that is a WhatsApp chat or a focused landing page.
We set up landing pages, tracking and follow-up before ads go live. Talk to us.
