Today I spoke with an entrepreneur who lost ~150k to a marketing agency—money spent on leads that went nowhere.

The agency optimized for volume, not quality. Their ads attracted people who didn’t align with the brand’s true value, leaving the business with low-quality leads and no results.

Here’s the fix: deeply understand your ideal customer and your role in their life. Tailor every message and ad to speak directly to this.

Don’t use ads to sell—use them to serve.