Most brands nowadays understand the importance of paid ads. And thankfully, most aren’t running bad ads. They’re just stuck running inefficient ones.

The media buying game has changed. Algorithms are smarter. Audiences are more distracted. And what used to work a few years ago, is probably bleeding your budget today. So if you’re pouring money into paid ads and not seeing the return that you believe you should, listen up.

Let’s break down the 3 most common media buying mistakes keeping brands stuck.

Running Campaigns Without a Clear Offer

The algorithm can find the people. The creative can grab attention. But if your offer is weak, vague, or generic - you’ve already lost.

Too many campaigns launch with the assumption that awareness = interest.

So they push ads that say a lot, without saying anything compelling.

People scroll past. Budgets burn. Conversions stop.

Now when we talk about offers, many people automatically assume discounts. But spoiler alert - it's not just that. A strong offer isn’t just a price cut or deal. A strong offer is something that's relevant and offers clarity. Something that creates a sense of urgency.

Your offer should be the reason why someone should care and take action now.

Let’s be honest. No one converts from an ad just because it looks nice. They convert because the offer feels good to them in the moment. It solves a problem. It feels timely. It feels specific.

If you can’t articulate that in one clear line - you’re not ready to run paid.

Optimising for the Wrong Metrics

Clicks are great. CPMs are useful.

But if you’re obsessing over top-line and vanity metrics without tracking what actually leads to revenue, you’re steering blind.

Here’s the problem:

Most brands optimise for what’s easy to measure (likes, clicks, low CPCs) instead of what matters - high-quality actions and conversions down the funnel.

For example, a campaign with a €0.10 CPC might look good on paper, but if those clicks bounce after 3 seconds, you’re just paying for noise. Meanwhile, another campaign with a relatively higher CPC could be delivering leads who convert at a positive Return on Ad Spend (ROAS).

So the lesson: Always look at data holistically and track beyond the click.

Zero A/B Testing

Here’s the truth - just because you like the ad, it doesn’t mean your audience will.

Way too many brands skip testing altogether. They pick the ad that looks the best to them and hope for the best.

No variations. No experimentation. No learning. It’s all based on opinion, not data.

In reality, marketing should never be driven by internal bias - it should be driven by evidence.

The smartest brands don’t assume an ad will work. They test different creative angles, hooks, formats, and offers. Then they let the market decide.

A/B testing isn’t about perfection. It’s about progress. It’s about constantly refining what resonates and learning what doesn’t. Even small tests (like changing a headline, call-to-action, or visual placements) can unlock major performance differences.

If you’re not testing, you’re not learning.

And if you’re not learning, you’re just guessing - with your budget on the line.

Final Word

So if your paid ads feel like they’re stuck, don’t assume you need a bigger budget. Or that 'ads don't work anymore'. Look at your strategy. Look at what you're measuring. Look at what you're actually offering.

Because the best media buying isn’t about targeting the perfect audience or chasing hacks. It’s about clarity, alignment, and a message that lands when and where it matters.