5 Ad Mistakes That Cost Us Big

As promised, here’s a breakdown of the ads that didn’t work for us recently. Every ad has lessons, and the ones that don’t perform often teach us the most.

So let’s dive into what didn’t work and what to avoid in your next ads.

❌ Salesy Ads That Look Like Ads

These were the classic Buy now! style ads that immediately showed the product without any context or story. They didn’t feel authentic, and people swiped away in seconds.

These ads were too obvious. People can spot a hard sell instantly, and instead of grabbing attention, they tuned it out.

One ad had a hook rate as low as 17%. That means less than 1 in 5 viewers stayed after the first 3 seconds.

What to do differently:

Instead of leading with the product, start with a story or a problem that your audience can relate to.

Make your ad feel like organic content, not a commercial. People love to watch stories, not sales pitches.

❌ Showing the Product Too Early

We ran a few ads that opened with a straight product shot, thinking it would immediately showcase value. Unfortunately, it had the opposite effect.

Without a hook or narrative, there was no reason for viewers to care. They scrolled past before understanding how the product could help them.

Ads that started with a product shot saw low engagement and poor click-through rates compared to those that opened with a person or a compelling scenario.

What to do differently:

Lead with something interesting: a story, a fun fact, or a question. Save the product reveal for after you’ve captured attention.

Viewers want to know What’s in it for me? before they’re introduced to your product.

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❌ Overly Polished Ads

Some ads looked great on paper but didn’t resonate on social media. Think overly polished, studio-like videos with perfect lighting and effects.

These ads felt too much like traditional ads and lacked authenticity. People are drawn to raw, real, and relatable content.

Hook rates and thumb-stopping metrics were significantly lower for these ads compared to casual, unscripted ones.

What to do differently:

Social media thrives on authentic, organic-looking content. Make your ads feel like they belong on the platform, not like they’re interrupting it.

Loosen up! A little imperfection goes a long way in building trust and relatability.

❌ Missing a Clear Benefit

Some ads failed to communicate how the product would make life better. They focused too much on features, like the size or material, instead of solving a problem or delivering a benefit.

People didn’t see why they should care. Without a clear benefit, there’s no reason to click.

What to do differently:

Focus on benefits, not just features. For example, instead of Made with high-quality materials say Lasts twice as long as the competition.

Ask yourself: What’s the emotional reward for the customer? and lead with that.

❌ Too Generic for the Audience

One of our ads tried to appeal to everyone and ended up appealing to no one. The messaging was broad and didn’t speak directly to a specific type of customer.

Ads that try to target everyone lack the emotional connection needed to pull people in. Specificity wins on social media.

Click-through rates were below average, and these ads failed to scale.

What to do differently:

Be niche. Speak directly to your ideal customer’s interests, hobbies, or pain points. For example, instead of Great for everyone try Perfect for busy moms or A must-have for golfers.

The more personal and tailored your messaging, the better your results.

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Whenever you’re ready, there are 3 ways we can help you…

1. Looking for a creative partner to handle everything? We’ll produce winning ads every month and help you scale. Apply to work with us here. Our clients include brands like HexClad, BestSelf, and Morning Brew.

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3. Don’t want to hire anyone but still want a steady stream of winning ads? Join our program and learn the creative production process we’ve developed over 3 years and tens of thousands of ads.