Why Your Customer Probably Won’t Buy from the First Ad They See

We live in a world of instant gratification — but when it comes to marketing, especially with Meta or Google Ads, expecting instant sales from the very first ad is often what leads small business owners to give up too soon.

Here’s the truth: good marketing is a journey, not a moment. And your ads need to support that journey.

The Path to Purchase Is a Process

Think about the last time you made a considered purchase. You probably didn’t see one advert and immediately click “Buy Now.” You noticed the brand a few times. Maybe you visited their website. You read some reviews, followed them on Instagram, watched a reel, signed up for an offer — and eventually, when the time was right, you bought.

Your customers are no different.

The job of your ads isn’t to force a sale in one go. It’s to gently guide someone from “Who is this?” to “I need this.”

The Role of Meta and Google Ads in That Journey

Meta (Facebook and Instagram) and Google work beautifully together to move people through what marketers call the customer funnel — a series of stages that build familiarity, trust and intent.

Here’s how:

1. Awareness Ads (Top of Funnel)

These are designed to help people discover you. They might highlight your story, your values, or a common problem your customer faces. The goal isn’t to sell — it’s to introduce.

2. Consideration Ads (Middle of Funnel)

Now you’ve warmed them up, these ads go deeper. They might showcase specific products or services, testimonials, or offers. This is where they start comparing you to others — and your value needs to shine.

3. Conversion Ads (Bottom of Funnel)

These are the ads that ask for the sale. Maybe it’s a time-limited offer, a free consultation, or a dynamic product ad. By now, your audience has seen you enough times to feel confident in clicking ‘buy.’

Why One Ad Isn’t Enough

Running just one ad and expecting results is like opening your shop door for the first time and hoping a crowd shows up instantly. People need to see, hear, and feel your brand before they’re ready.

And here’s the good news: when you run a strategic, well-structured ad campaign using the tools available in Meta Ads Manager and Google Ads, you’re doing exactly that.

You're not just advertising. You're building a relationship.

What This Means for You

If you’ve ever felt frustrated by ads “not working,” it might be because you’ve only seen the beginning. Or you’ve judged an ad too quickly. Ads need time to learn, stabilise and serve different roles across the funnel.

With the right approach — one that respects the journey your customer takes — ads become less about pressure and more about connection.

Want to Learn How to Build Ads That Actually Work?

Inside my course Meta Ads Made Easy, I walk you through exactly how to build these funnel-based ads using the newest AI-led methods. It’s designed for small businesses and entrepreneurs who want simple, step-by-step guidance (without the agency price tag).