There’s really only one metric that actually matters in paid ads. ㅤ Relevance. ㅤ If your ad speaks directly to what someone cares about in that exact moment, everything else gets easier. ㅤ CTR goes up. Conversion rate goes up. CPA comes down. ㅤ You can obsess over dashboards all day, but relevance is what makes money. ㅤ And there are only two ways to improve it. ㅤ 1. Messaging ㅤ You need multiple ads that speak to different ICPs and different pain points. ㅤ One ad cannot do five jobs without becoming generic. ㅤ Let Meta and Google do what they’re good at. ㅤ Give them a deep creative bench and let the algorithm serve the most relevant message to each person. ㅤ 2. Volume ㅤ Not everyone is ready to buy today. Some people are 12 to 36 months out. ㅤ Your job is to make sure that when they’re ready, your brand is already familiar. ㅤ You can do that with more spend, more organic touchpoints, or organic feeding retargeting ads. Different tactics, same goal: stay present. ㅤ That’s it. ㅤ Messagi...