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Running ads seems like the fastest way to get customers.
And yes, it can work.
But only if your website is ready to convert those visitors into real business.
Most people skip that step.
They spend money to drive traffic to a site that’s not ready.
And then they wonder why the leads don’t come.
Here’s the truth:
If your website doesn’t work well, running ads is like pouring water into a leaking bucket.
So, before you spend another cent, fix this.
Table of Contents
Why Good Ads Still Fail
Paid ads (Google, Meta, TikTok, etc.) can bring attention.
But attention is not the same as action.
If your website can’t hold that attention or guide people to take the next step, your ad spend gets wasted.
Here’s what we see often:
- Ads get clicks, but the page doesn’t load fast
- People land on the homepage, but don’t know what to do next
- The offer is unclear or buried
- No strong reason to trust or contact you
- The mobile version is broken or ugly
Fixing these things isn’t optional; it’s survival.
See How TheJohnKratos Can Help You Win Online
SEO – drive visibility that brings the right traffic, not just clicks.
Web Design – built to convert, not just look good.
Content – clear, useful content that drives leads and builds trust.
What You Need to Fix First (Before Ads)
Here’s a checklist of what to fix before sending paid traffic to your site:
1. Clear Offer in the First 5 Seconds
Your headline should answer this:
What do you offer, and who is it for?
Bad: “Welcome to XYZ Services”
Good: “We Help Restaurants in Cape Town Increase Sales With Custom Branding”
No one should scroll or guess.
2. Strong Call-to-Action
What do you want people to do?
- Book a call?
- Request a quote?
- Fill out a form?
Make it clear, make it visible, and repeat it often.
3. Fast-Loading Mobile Experience
Most ad traffic comes from mobile.
If your site takes more than 3 seconds to load or looks bad on a phone, people will bounce.
Use tools like Google PageSpeed Insights to test.
4. Relevant Landing Page, Not Just a Homepage
Don’t send ad traffic to your homepage.
Create a dedicated page that matches the ad message.
If your ad says “Hire a Logo Designer in Lagos,” your landing page must be about that specific service.
5. Proof and Trust Signals
If you’re asking people to spend money or contact you, show proof that you’re legit.
- Reviews
- Before/after photos
- Case studies
- Client logos
- Local info (location, phone number, business name)
No proof? No clicks.
Real Example: Ads Without Fixes = Wasted ₦200,000
A fashion brand in Nigeria ran Instagram ads without fixing its site.
- The site was slow
- Product descriptions were weak
- No visible payment trust badges
- Mobile checkout was broken
They got 7,000 visits.
Only 3 sales.
They spent over ₦200,000.
Once we fixed the basics and re-ran the ads?
23 sales in the first week. Same budget.
Final Test Before Running Ads
Ask yourself:
- Can a stranger understand my offer in 5 seconds?
- Is there a clear next step to take?
- Does my site build trust quickly?
- Does everything work well on mobile?
- Am I sending traffic to the right page, not just any page?
If you said no to any of those, don’t run ads yet.
Fix first. Spend later. Profit faster.
Want a Fast Website Audit Before You Buy Ads?
We help businesses fix these silent killers before they waste ad budgets.
Let us review your website, fix key issues, and prepare your funnel, so when you spend on ads, it actually works.
📞 Book a Fix-First Website Audit
It’s free, and we’ll tell you what to fix before you spend.
