Stop the bleed

Before you spend another dollar, fix these costly ad mistakes

Author

Taylor Quade
February 20, 2025

FROM OUR FRIENDS AT BYLDD—

Non-Technical Founders Building Tech Businesses

Non-technical founders like those behind Pinterest, Alibaba, and Airbnb have built world-class, billion-dollar tech businesses. It’s not easy, but it’s possible—and we’re here to show you how.

On the 4th of March, we're doing a free webinar with Ayush, founder of Byldd, on how non-tech founders can successfully launch and grow tech businesses. Byldd is a venture studio helping non-technical, domain-expert founders build scalable startups. Their portfolio has generated millions in revenue and attracted top investors like YC, Google, and ERA.

Ayush will share insights on:

  • Managing development without coding

  • Prioritizing features effectively

  • Designing your product with purpose

  • Building and validating an MVP

  • Avoiding costly mistakes

  • Why investors often reject agency-built products

Sign up here to secure your spot : Webinar Link for 11 AM EST | Webinar Link for 6 PM EST

Running Ads? Here’s Why They Might Not Be Working

Running online ads can feel like burning money—unless you have a clear game plan. Too many creators throw money at ads without understanding the platform, tracking the right metrics, or optimizing their budget.

The secret to high-ROI campaigns? Choosing the right platform, setting data-driven goals, and optimizing for conversions.

Step 1: Pick the Right Platform for Your Business

Every platform has its strengths. Here’s a quick breakdown of where your money is best spent:

Platform

Strengths

Average Cost

Best For

Google Ads

Search intent targeting

$1-2 CPC

Direct sales, local services

Meta Ads

Precise audience targeting

$18 CPM

Brand building, retargeting

TikTok Ads

Video-driven engagement

$10 CPM

Youth markets, viral content

Step 2: Define Your Goals & Track the Right Metrics

Ads need a clear purpose to be profitable. Otherwise, you’re just paying for traffic that doesn’t convert.

Align Goals with Your Business Stage

Your goals should match both your business stage and the platforms you chose earlier. For example, a TikTok campaign aimed at raising brand awareness will have very different metrics compared to a Google Ads campaign focused on driving sales.

Business Stage

Primary Goals

Key Metrics

Startup/Launch

Awareness/Reach

Impressions, CTR

Growth

Leads/Engagement

CPL, Conversion Rate

Established

Conversions

ROAS, CAC

Expansion

Awareness/Sales

Brand Lift, Revenue

A great example: Wayfair used Meta Ads dynamic product ads to align its goals with its platform strategy. The result? A 32% boost in ROAS and $4.7M in additional revenue.

Measuring the right metrics is critical to evaluate and improve your campaigns. Different objectives call for specific KPIs:

  • Brand Awareness: Track impressions, reach, and engagement.

  • Lead Generation: Watch CPL (cost per lead) and conversion rates.

  • Sales: ROAS (Return on Ad Spend) & CAC (Customer Acquisition Cost) are key.

Step 3 & 4: Create High-Performing Ads + Smart Budgeting

Make your ads stand out. 75-90% of an ad’s success depends on the creative. Make it count.

  • Use short videos (under 15 sec) for higher engagement.

  • Grab attention in 3 seconds to prevent drop-off.

  • Design for mobile (9:16 ratio) to maximize reach.

  • Make ads work without sound—70% of users watch on mute.

Your ad copy should highlight your value clearly and include a strong CTA. If your audience is diverse, dynamic content can help tailor messages for different segments.

Target the Right Audience

Precise targeting is what turns ad spend into revenue.

  • Custom Audiences: Retarget website visitors for 3X higher CTR.

  • Lookalike Audiences: Model new prospects after your best customers.

  • Retargeting Strategy: Run sequenced ads—start with benefits, follow with testimonials, and close with an offer (boosts conversions by 70%).

Budgeting & Bidding: Spend Smarter, Not More

  • Begin with $20-50/day per campaign.

  • Allow 2-4 weeks for testing before making big changes.

  • Scale successful campaigns by 20% weekly to maintain efficiency.

Step 5: Improve Ad Performance

Key Metrics to Track:

  • Click-Through Rate (CTR) – Is your ad getting attention?

  • Cost Per Acquisition (CPA) – How much are you paying per sale?

  • Return on Ad Spend (ROAS) – Are you making a profit?

Optimize & Expand:

  • Refresh ad creatives every 30 days to avoid ad fatigue.

  • Use UGC (User-Generated Content)—authentic ads drive higher engagement.

  • Experiment with different CTAs to find the best-performing message.

The difference between wasted ad spend and high-ROI campaigns? Strategy.