We kept blaming our ads turns out the problem was something else

We had a campaign running that was getting clicks.

Traffic wasn’t really the issue.

But conversions? almost nothing.

So like most people, we assumed it had to be the ads.

We started tweaking everything targeting, creatives, angles,
tried a bunch of variations.

Some small changes here and there, but nothing that really made a difference.

Then at some point we actually looked at what was happening after the click.

And yeah that’s where things started to make sense.

People were landing on the page, but it wasn’t immediately clear what to do next.

The value wasn’t obvious fast enough.
The next step wasn’t super clear.
Nothing “broken”, just a bunch of small friction points.

Basically we were sending traffic into something that wasn’t really converting.

What’s funny is we didn’t even question the page at first.
We just kept assuming the ads were the problem.

Curious if anyone else has had a similar moment where the issue wasn’t where you expected it to be.