Ads That Don’t Suck (or Waste Your Money)
Let’s get one thing straight: a paid ad campaign is not a magic wand. It won’t save bad branding. It won’t fix a broken funnel. And it definitely won’t work just because you tossed $200 at Instagram and crossed your fingers.
But when it is done right? Paid ads are a growth lever. A big one.
Here’s how I run ad campaigns for Offtype clients — and how to tell if your brand’s ready to stop boosting posts and start running real strategy.
Step One: Know What the Hell You’re Selling
Before you open Meta Ads Manager, you need to answer this:
What’s the one thing you want someone to do when they see this ad?
Not “learn more.” Not “follow us.”
You need a real, trackable goal — like booking a consult, downloading a freebie, or buying a damn product. If your offer is fuzzy, your ad will flop.
Step Two: Match the Message to the Moment
No one wants to be sold to — but they do want to solve their problems. A good campaign doesn’t scream buy now; it shows up like:
“Here’s what’s holding you back.”
“Here’s how to fix it.”
“Here’s how we can help.”
That’s it. Short, human, no corporate cringe.
Step Three: Start Small, Scale Smart
You don’t need a $5,000 budget to test ads. You need a clear offer, solid creative, and a few hundred bucks to test what works. I usually run:
2–3 headline variations
Static vs. video vs. carousel
Warm vs. cold audiences
What wins gets more spend. What doesn’t gets cut. Fast.
Step Four: Track the Right Stuff
Clicks are cute, but I care more about:
Cost per lead
Landing page drop-off
Conversion rate by creative
If you don’t know where the leaks are, you can’t fix the funnel. And if you’re only watching likes? You’re doing it wrong.
Final Thought
Ads aren’t a shortcut. They’re an amplifier. If your brand is already clear, your offer is dialed in, and your visuals are tight? A well-run campaign will pour gas on that fire.
If not — start there.
Then run the ads.
Want help building a campaign that doesn’t feel like a guessing game?
Offtype does strategy-backed paid media for brands that want results, not reach. Book a free consult and let’s get your next campaign off autopilot.
