The messaging mistake costing you in ads spend

Why Your Ads Aren’t Working (And What to Fix Before Spending Another Dollar)

I’ve had a lot of conversations lately with business owners across different industries, and one topic keeps coming up—ads.

Google Ads, Facebook ads, agencies, marketing teams… the platform doesn’t actually matter. The problem is the same.

Before you spend another dollar on ads, I want you to stop and think.

Because one of the biggest mistakes I see is businesses outsourcing everything—especially their messaging.

And that’s where things start to fall apart.

Ads Aren’t the Problem

Let me be really clear—running ads is not a bad decision.

Agencies are incredibly skilled. They know the platforms, they move quickly, and they can set things up far better than most business owners.

But what they can’t do is understand your client the way you do.

They’re not inside your sales conversations.
They’re not hearing objections in real time.
They’re not seeing where people hesitate or what they truly want.

That’s your role.

You Cannot Outsource Messaging

This is the part I want you to take seriously.

Your messaging—how you speak to your ideal client, how you position your offer, how you communicate the outcome—cannot be outsourced.

Because when it is?

You end up with ads that look polished…
But don’t convert.

You might get leads.
You might get downloads.
You might even get calls.

But they’re not the right people.
And they’re not moving forward.

Ads Are a Magnifier

Ads are not magic.

They don’t fix broken systems.
They don’t create demand out of nowhere.

They amplify what’s already there.

So if your messaging is unclear, your sales process is messy, or your offer isn’t compelling…

Ads will simply make that more obvious—and more expensive.

The Real Issue: Messaging and Sales Process

If your ads aren’t working, I can almost guarantee it comes back to this:

• You’re not clear on what your ideal client wants right now
• You’re speaking in generic, surface-level language
• You’re focusing on inclusions instead of outcomes
• Your sales process isn’t guiding people to the next step

And this creates a massive leak in your business.

What You Need to Fix First

Before you even think about ads, get clear on:

• Who your ideal client is (beyond demographics)
• What they’re frustrated with today
• What they’ve already tried
• What they actually want (not just “more money”)
• The exact words they use

Then ask yourself:

What is the outcome of working with me?

Because people don’t buy programmes.
They buy results.

Build the Foundation First

I’ve worked with clients who turned their ads off completely.

We focused on their messaging and sales process first.

And when we turned ads back on?

Everything changed.

Better leads.
Better conversations.
Better conversions.

In some cases, their results doubled—without increasing spend.

Final Thought

If you can’t sell your offer without ads, ads won’t fix it.

They’ll just give you more of what you already have—with a bigger price tag.

Get your messaging right.
Dial in your sales process.
Then use ads to scale what’s already working.

That’s where the real leverage is.

Want to join our Sales Momentum Workshop?

Let’s just go:

Check out all the details here: www.mareekirkpatrick.com/momentum

Ready to Improve Your Team’s Sales Performance?

If you’re looking for corporate training that is tailored to your business and that actually translates into real sales results - not just theory - there are a few ways we can work together:

• Join Her Sales Club for ongoing support and training
• Book a VIP Strategy Day to map your sales process and team approach
• Or explore tailored corporate sales training for your business

When your team knows how to sell in a way that feels natural, aligned, and effective…

Your business can't help but thrive.