You’ve got the offer. The funnel. Maybe even a few past launches under your belt. So running ads should feel like the obvious next step, right?

Except… your ads don’t perform the way you hoped. Your cost-per-click feels high, your leads aren’t converting, and every time you check Ads Manager, you’re somewhere between confused and convinced that Facebook is just out to get you.

Don’t worry, you’re not the first to sit in that dashboard with your head spinning, feeling like you’ve might’ve just lit some money on fire.

But here’s the quiet reason behind so many underperforming campaigns (and it has nothing to do with the algorithm):

Most course creators run ads before their message is ready.

Let me explain.

Ads Don’t Fix Broken Funnels

The best ads don’t “convince” people to buy. They amplify what already works. They take a message that’s landing, and put it in front of more people who are already aligned.

But if your core offer messaging isn’t clear, if your audience doesn’t immediately get who you help, how, and why now then no amount of ad spend can fix that.

That’s why so many ads fall flat. Not because your copy is bad. Not because the audience targeting is off. But because the foundation isn’t solid yet.

So what should you do instead?

Before you ever open Ads Manager, ask yourself:

• Do I have organic content that’s already performing well?
  Look for posts, emails, or stories that sparked replies, shares, or saves. That engagement is data. It tells you what’s already resonating and that’s exactly the kind of message you want to scale with ads.
  
• Is my offer crystal clear?
  Could someone explain your offer after one visit to your sales page or Instagram bio? If your audience needs to scroll and decode, your ad viewers will bounce.
  
• Do I know exactly what I want the ad to do?
  Awareness, traffic, leads, sales: each objective requires a different approach. Without a clear goal, you’re just throwing money at a screen and hoping it sticks.

If those pieces are in place? Ads can absolutely work.

But if you’re still refining your offer or dialing in your audience? That’s the work worth doing first.

Try This: A Mini Messaging Check-In

Set a 10-minute timer and ask yourself:

1. What does my dream client need to hear before they say yes?
2. Where am I assuming they already “get it”? (Spoiler: they probably don’t.)
3. Could a total stranger land on my site and know what I offer, why it matters, and what to do next?

Your messaging doesn’t need to be perfect. But it does need to be clear. Because ads only magnify what’s already working (or not).

What This Really Comes Down To

Running ads isn’t about shouting louder. It’s about speaking clearly to the right people, at the right time, with the right message.

So if your last campaign felt like a waste, know this: it’s not that you’re bad at ads. It might just be that your message needs a little more love before the mic goes live.

And if you ever want help figuring out what’s really going on in your funnel? You know where to find me.