Why Most Ads Don’t Work (And How to Fix Ineffective Advertising)

Imagine this: You’re pouring thousands into ads, hoping they’ll bring in traffic and sales. But at the end of the month, your ROI is barely moving, and you’re wondering, “What went wrong?”

You’re not alone. 

A lot of businesses are wasting money on ads, hoping to convince people who aren’t even ready to listen. In fact, according to Nielsen Norman Group, 70% of consumers ignore ads completely in the early stages of awareness.

Here’s the thing: Ads are great—but only when they’re used strategically.

In my experience, running ads too early in the customer journey is like trying to sell a car to someone who doesn’t even have a driver’s license. They’re not ready, so why spend money trying to get their attention?

Instead, I follow a different approach that builds on Eugene Schwartz’s model of the customer journey. Let me walk you through it.

The “Unaware” Audience: Stop Throwing Money at People Who Don’t Care

If you’ve ever run a brand awareness campaign, this probably sounds familiar: You set up the ad, choose the audience, and hit launch. But weeks later, all you have to show are vanity metrics—lots of impressions but barely any clicks or leads.

Here’s why: People in the Unaware stage aren’t interested yet.

At this point, they don’t even know they have a problem. It’s like trying to sell a fitness tracker to someone who’s never thought about their health.

Instead of throwing ad dollars at them, start by educating them. Use SEO to rank for general awareness keywords. Share blog posts, social media content, or educational videos that raise questions and spark curiosity.

Example:

Let’s say you sell time management software. At this stage, you should be creating content like:

“5 Signs You’re Wasting Hours Every Day Without Realising It”

“How Successful Entrepreneurs Manage Their Time”

This way, you’re building awareness organically without wasting money on people who aren’t ready to convert.

Problem Aware: Now They Know They Have a Problem, But Don’t Sell Yet.

Now let’s say your audience has realized they have a problem. They’ve Googled their symptoms, clicked on a few articles, and maybe they’ve even landed on your website.

They’re asking questions like, “How can I fix this?”

But here’s the key: They’re still not ready to buy.

At this stage, your job is to provide answers. Use blogs, webinars, and even free resources to help them understand their problem more clearly. According to DemandMetric, 72% of consumers prefer learning about a company through articles rather than ads.

If you give them the information they need, they’ll trust you. And trust is what leads to conversions later on.

Example:

For our time management software example, you might create content like:

“How to Take Control of Your Day: 3 Easy Steps”

“Free Time Management Guide: Start Prioritising Like a Pro”

You’re not selling them the software yet. You’re educating them, building credibility, and preparing them for the next stage.

Solution Aware: Now They’re Comparing Options—Be the Best Choice

Here’s where things get interesting. By now, your audience knows they have a problem, and they’ve done some research. They’re looking for the best solution, and this is when they start comparing products.

This is the Solution Aware stage.

Your goal here isn’t to sell hard—it’s to show them why your solution is the best fit. This is where case studies, demos, and product comparisons become incredibly valuable. Research shows that 47% of buyers view 3-5 pieces of content before engaging with a sales rep.

Example:

For the time management software, you might offer:

“Why Our Software Saves You More Time Than Competitors”

“Watch Our 10-Minute Demo to See How It Works”

At this point, you’ve provided enough value that they’ll want to engage with your brand more deeply.

Product Aware: Time to Hit Them with Retargeting Ads

Here’s where you start spending your ad dollars.

Once your audience is Product-aware, they’re actively comparing you to competitors. They’ve clicked around, read reviews, and checked out your product page. This is where retargeting ads come into play. They’ve already interacted with your brand, so now’s the time to hit them with targeted ads that remind them why your product is the best choice.

According to WordStream, retargeting ads can lead to a 10x increase in click-through rates compared to regular display ads.

Example:

Your ads at this stage might look like this:

“Why Our Time Management Software Is Ranked #1 by [Industry Experts]”

“Over 1,000 Users Switched to Us—Here’s Why You Should Too”

By now, they’re familiar with you, so it’s about reinforcing your value and reminding them that your product solves their problem.

Most Aware: Time to Seal the Deal

Finally, we’ve reached the Most Aware stage. Your audience has done the research, they’ve read the reviews, and they’re almost ready to buy.

Now’s the time to hit them with conversion-focused content.

This could be a limited-time offer, a special discount, or a personalized email that nudges them over the edge. Research from Episerver shows that 96% of first-time visitors aren’t ready to buy, but when they reach the Most Aware stage, conversion rates increase significantly.

Example:

Your final push might look like:

“Sign Up Today and Save 20%—Offer Ends Soon!”

“Ready to Get Your Time Back? Start Your Free Trial Today”

These tactics work because they speak directly to the people who are ready to act.

How We Work with Clients Using This Model

When working with clients, we apply this exact approach, leveraging Eugene Schwartz's customer journey model to tailor strategies based on the audience’s awareness stage. For those in the Unaware and Problem Aware stages, we create organic content that builds trust. When they move into the Solution Aware and Product Aware stages, we help clients use retargeting ads and case studies to demonstrate why their product is the best fit.

Finally, at the Most Aware stage, we focus on targeted ads and conversion-driven emails to close the sale.

The Bottom Line: Timing is Everything

Most businesses waste money on ads by targeting the wrong people at the wrong time.

But when you align your strategy with where your audience is in the customer journey, your ads perform better, your leads are higher quality, and your ROI skyrockets.

Timing is everything. Educate, nurture, and then convert. Don’t spend money trying to sell to people who aren’t ready to buy. Spend it when it matters.