Crack the Code: Ads That Convert 150% Better

You’re spending your limited and valuable budget on paid ads, thinking they’re going to bring in tons of sales, but then they don’t. Did we get that right?

We hear ya! More than 80% of ads actually fail to meet the attention threshold that’s necessary to make a lasting impression on consumers. And, if it doesn’t make an impression, it won't lead to a sale.

Paid ads can be difficult, but we’ve got some tips to ensure your next ads see some real results. Keep reading if you’re ready to change your ad game, and don’t forget to share with a friend if you find this useful.

Have Your House in Order

Running ads is like going on a first date, you only get one chance to make a great first impression. 

At RCM, we always say: don’t start spending until your house is in order. Meaning, you need to ensure your organic content is in order first before you start putting money behind paid ads. Too often, we see businesses eager to run ads before they’re truly ready, and the result? Wasted budget and underwhelming performance. Ads can drive traffic, but if that traffic lands on a confusing website or an inactive social page, you’re not going to convert. Or worse, you might lose credibility.

Before you hit "launch" on your paid campaigns, make sure your website content is working for you, not against you. That means fast load speeds, attractive visuals, mobile optimization, clear navigation, and a strong message that speaks directly to your audience. Your calls to action should be obvious and compelling, your forms should capture useful data, and, most importantly, you should have a lead nurture system in place. Because if your ad brings in a great lead and you ghost them? That’s another first date gone wrong.

The polish doesn’t stop at your website. If you’re active on social, your profiles should reflect the same level of professionalism (especially any social platforms you’re running ads on). Consistent branding, updated bios, and relevant content signal that your business is active, trustworthy, and worth engaging with. In today’s digital-first world, your potential customers will do their research, and what they find will influence their decision to engage or bounce.

Ads can amplify your reach, but they can’t fix a weak foundation. Get your house in order, and then start amplifying the right message, to the right audience, at the right time.

Target Like a Mind Reader

If you’re looking to have any kind of success with paid ads, narrowing down your target audience isn’t optional, it’s essential. 

Who is your audience? Where do they spend their time online? What motivates them to buy? These are the kinds of questions you must answer before you put any budget behind an ad. The more you know about your audience, the more effective your campaigns will be.

Take the time to research your audience deeply, not just their demographics, but their interests, habits, pain points, and buying behaviour. When you get clear on who you're trying to reach, your messaging becomes more relevant, your budget stretches further, and your results improve dramatically.

Certain ad platforms, like LinkedIn, allow for incredibly refined targeting, think job titles, industries, company size, seniority, skills, and even professional interests. That level of precision helps ensure your message lands in front of the right people at the right time.

And don’t forget about retargeting. Just because someone didn’t convert the first time doesn’t mean they’re not interested. Retargeting helps you stay top of mind and nudge warm prospects toward a decision. In fact, many conversions happen only after a few touchpoints, so following up with previously targeted individuals with retargeting ads can be the difference between a missed opportunity and a new customer.

Bottom line: Know your audience, speak their language, and stay in front of them. That’s how winning ad strategies are built.

Ad Testing & Optimizing 

To get the most out of your ads, you must test to see what truly resonates with your audience,  and that’s where A/B testing becomes your secret weapon. 

A/B testing (also known as split testing) is the process of comparing two or more versions of an ad to see which performs better. But it’s not just about tweaking a headline or swapping an image, it’s a strategic way to gather data on what drives clicks, engagement, and conversions. By testing different creative elements (copy, visuals, headlines), formats (carousel vs. static), calls to action, or even landing pages, you get direct insight into what your audience is actually responding to, not just what you think they like.

Once you identify which version is outperforming the rest, you’re not just guessing, you’re optimizing. You can choose to run the top performer as-is or combine the best-performing elements to build a new, stronger version. This creates a cycle of continuous improvement that can dramatically improve your ROI over time.

But here’s the key: test one variable at a time. If you change everything between two ad versions, you won’t know what made the difference. Maybe it was the headline… or maybe it was the button colour. You’ll never know unless your test is clean and focused.

Even after an ad is live, the work isn’t done. Consumer behaviour shifts, platforms change, and creative fatigue is real. Ongoing testing and optimization are essential to keeping your ad performance strong and your budget well spent.

Try Different Keyword Techniques

When it comes to running successful paid ad campaigns, your keyword strategy can make or break your results. Sticking to just one type of keyword is like fishing with one hook, you might catch something, but you’ll miss out on a lot more. That’s why testing and layering different keyword techniques is key to reaching the right people, at the right time, with the right message.

One powerful way to boost your paid ad performance? Add long-tail keywords to your strategy! So, what are long-tail keywords? They’re longer, more specific search phrases, like “best long distance running shoes for flat feet” instead of just “running shoes.” These keywords tend to have lower competition and higher intent, which means your ads are more likely to be seen and clicked by the right audience. More qualified traffic = better ROI.

Another smart keyword strategy is branded vs. non-branded keyword targeting. Branded keywords include your company or product name (like “Nike running shoes”), while non-branded terms are more generic (like “lightweight trail runners”). While branded keywords can help protect your brand and drive high-intent traffic, non-branded ones are key for expanding reach and attracting new prospects who haven’t discovered you yet.

And don’t forget to regularly analyze and refine your keyword list based on performance. Paid search isn’t a one-and-done, it’s all about testing, tweaking, and optimizing over time to make sure you’re getting the most out of every click.

Keep the Journey Consistent

When it comes to successful advertising (and really marketing in general), consistency is everything. One of the biggest mistakes businesses make is disconnecting the ad from what happens after the click. Your audience should never feel like they've taken a wrong turn the moment they land on your website. The messaging, visuals, tone, and overall vibe of your landing page should match the ad that brought them there. If your ad promises one thing and the landing page delivers something else (or buries the promised offer), you're likely to lose trust, and the lead.

Your ad is essentially the “hello” in a conversation. If someone clicks because of a bold headline or specific offer, your landing page needs to continue that same story. That means using similar language, maintaining visual consistency (like brand colours, fonts, and imagery), and ensuring the call-to-action remains clear and relevant. When everything aligns, it reinforces your message, builds credibility, and keeps your audience engaged, making it far more likely they’ll take the action you want them to.

Beyond aesthetics, consistency also improves your ad performance. Ad platforms like Google and Meta evaluate the relevance of your ad to your landing page. A seamless experience can lead to better quality scores, lower cost-per-click, and more efficient spend. At the end of the day, your goal is not just to get clicks, it’s to convert them, and that starts with a journey that makes sense from start to finish.

Ready to Advertise? 

Optimizing ad performance isn’t just about pressing "boost", it’s about refining every element, from targeting to optimizing, to consistency. If you’re ready to stop guessing and start seeing results, it’s time to put these strategies into action. Still have questions? Paid ads can be complex and ever-changing, but that’s where we come in. Reach out to the experts (that’s us!) and let’s get your ads running smarter, not just louder.