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Hey friends, hope you all had a pleasant week!

I audited a few ad accounts this week, and I discovered one massive mistake that business owners make over and over again.

Want to find out which it is so you can avoid doing this?

Let's dive in.

I had the opportunity this past week to do 5+ audits on Google and Meta ads.

All of these were services-based businesses.

These business owners were getting frustrated that they were not reaching their desired goals after spending thousands on ads.

So what was the issue there?

Long story short, they had the wrong campaign goals.

Sounds simple, but sooo many people are making this mistake.

For example, they were using too many conversion actions as primary for Google Ads when the most important one was to get leads.

Some of them were tracking how many minutes a person spends on their website, and the campaign was optimizing for that.

Guess what happens?

Google will use this data and find people that will stay a long time on your website, but they will never contact you or interact with your business in any way.

For Meta, they were running traffic ads with link clicks and complaining they were not getting leads.

Let me tell you a secret.

The campaign goals and the campaign objectives are the most important things in your advertising setup.

If you tell Meta that you want to get link clicks, it will bring you a lot of people to your website, but no leads.

If you change the campaign goal to leads and use a conversion action for leads… guess what?

Meta will optimize to give you more leads.

It is as simple as that, and so many people are complicating things.

Keep this in mind: for Google Ads, you want to have your most valuable conversion action set as primary in the account, and the rest should be secondary only for reporting.

For Meta, you need to pick the right campaign objective based on your desired results; otherwise, you are spending a lot of money on the wrong things.

Feel free to reply to this email if you need any help.

Digital Marketing Simplified

A lot of business owners make the mistake of cramming too many options into one email:

— “Follow us on Instagram!”

— “Check out our blog!”

— “Shop our sale!”

— “Leave us a review!”

The problem?

Readers get overwhelmed or confused and do nothing.

👉 What to do instead: Decide what’s the main goal of this email.

Do you want them to click to your website?

Sign up for something?

Download a free guide?

Make that the one main action.

You can still include small links elsewhere, but make the primary CTA super clear with a big button, strong wording, and easy to spot.

Good to know:

• Meta AI hits 1 billion users

• Instagram is testing a new “Suggested fixes” feature for Instagram Reels.

• Google is testing a "Recently viewed" label for search results.

Do you know someone who can benefit from today’s newsletter? Forward this email to them, and let’s help each other.

See you online,
Alex.

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