The difference between $20k and $200k/month in ad spend is the OFFER.
Not some clever tactic, viral trend, or “law of attraction” mumbo jumbo.
If you’ve been stuck at a low spend ceiling for months (or even years), the problem is more than likely your offer – and this is good news, because you’re in control of the solution.
- One of our clients recently changed his offer.
He’s a stock market coach, and he added just one key component to his offer: an AI tool people can use to analyze their stock portfolio.
And can you guess what happened?
We were instantly able to spend more money while achieving a higher ROAS – without making any significant changes on the advertising end. 🤑
And this happens all the freaking time.
Your campaign can start with a bang, perform well for months, and then gradually decline – even when you do everything right.
(Of course, this issue can also be caused by ad fatigue, but as you already know, running new ads often doesn’t solve anything.)
Here’s a good way to think about it:
If your offer converts well initially, but the conversion rate gradually declines, it’s because your offer was only good for a segment of your target market.
The ad algorithm optimizes for your best audience as quickly as possible, but there’s only so much it can do if your offer doesn’t resonate strongly enough with different kinds of people.
Eventually, as you find yourself stuck and unable to scale up, you start to feel as if your market is saturated – but that’s rarely the case.
More than likely, the way your offer is presented (or what it includes) isn’t appealing enough to a broader market. And sometimes, adding just one component can make a big difference – just as our client did with his AI tool.
I like to think about markets in terms of “segments” rather than large audiences.
Even “niche” markets are generally large enough not to worry too much about saturation – but you want various segments of people within your niche to resonate with your offer.
- For instance, if you’re a fitness expert, not everyone may be interested in your time-consuming coaching program – even if they enjoy your content.
But those same people may be interested in receiving ongoing fitness tips or using your app to track their workouts.
I always recommend our clients use a strategic value stack, where all the items in the offer complement one another AND create standalone appeal whenever possible.
Here’s the key takeaway:
If you want to scale, create better offers.
– Vlad
Btw, if you’re already doing north of $300k/month and would like to scale further with YouTube ads, watch my short demo to get started.
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