Why Do Most of Your Ads Have a CTR Below 1%?

Jun 11, 2024

I've noticed while auditing Facebook ad accounts that the CTR of most ad creatives is below or around 1%, even though they use high-quality visual imagery and highlight benefits rather than features. So, what could be the reason behind this?

There could be many reasons, but in my 5+ years of experience with Facebook ads, I've found that 90% of the time, the issue lies with the ad creative itself. Today, I want to share some insights on creating ads tailored to customer awareness stages.

Here are the five stages of customer awareness:

  1. Unaware Stage

  2. Problem-Aware Stage

  3. Solution-Aware Stage

  4. Product-Aware Stage

  5. Most Aware Stage

Let's understand this with an example. Let's say I have to advertise mobile phone covers. Here’s how I would approach creating ads for each awareness stage of a potential customer:

Unaware Stage: Planting the Seed

Currently, potential customers aren't even aware that they need a mobile phone cover. The goal here is to grab their attention and make them curious.

Example 1: "Ever dropped your phone and watched in horror as it hit the ground? You're not alone. Find out how you can protect your phone from those heart-stopping moments."

Example 2: "Did you know that stylish phone covers are trending this year? See how you can be a part of the trend."

Problem-Aware Stage: Identifying the Pain Point

Now, our target audience knows they have a problem (like a scratched or boring-looking phone) but isn't sure how to solve it.

Example 1: "Tired of those annoying scratches on your phone? Discover how our covers can keep your phone looking brand new."

Example 2: "Bored with your phone's plain old look? Our stylish covers are here to transform your phone into a fashion statement."

Solution-Aware Stage: Introducing Our Solution

Now, our target audience knows about the solutions available but isn't familiar with our specific product.

Example 1: "Our phone covers not only protect your phone but also add a touch of style. Check out our unique designs that you won't find anywhere else."

Example 2: "Looking for a phone cover that offers both protection and style? Our covers are designed to give you the best of both worlds."

Product-Aware Stage: Showcasing Our Unique Values

At this point, potential customers know about our product but are still considering their options.

Example 1: "Why choose our covers? They’re not just about looks. Our patented technology ensures maximum protection without the bulk."

Example 2: "Join thousands of happy customers who love our blend of style and durability. Plus, we offer a 30-day money-back guarantee!"

Most-Aware Stage: Reinforcing Trust and Urgency

Finally, when customers are almost ready to buy, we reinforce their decision with social proof and a sense of urgency.

Example 1: "Over 10,000 satisfied customers can’t be wrong! Get 20% off your first purchase today only." Example 2: "Limited time offer! Protect your phone in style with our best-selling covers. Order now and get free shipping!"


By tailoring our ads to these awareness stages, we ensure we're always speaking directly to where our customers are in their journey. This approach has not only increased our engagement but also boosted our sales. Give it a try and see the difference it makes!

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