The $100K Mistake You’re Probably Making with Your Ads

Quick question. Are your best-performing ads converting as well as they should?

If you’re scaling Meta or TikTok spend right now, this might hit home: Most brands pour budget into creative testing, but still send every click to the same old product page.

I’ve seen this cost brands $50K–$100K+ in wasted opportunity, and it’s usually not because the ad is broken...

It’s because the page after the click isn’t built for that ad’s message.

Let’s fix that.

Most DTC brands make the same mistake:

They spend $10K–$50K on ads testing angles… Only to send all of it to the same generic PDP.

That single move is silently killing your conversions.

If the ad says: "Feel calm without alcohol"

But your product page says: "Calm Support Supplement"

You’re burning top-performing traffic.

What to Do Instead:

Start using message-matched landing pages.

A message-matched page:

• Mirrors your ad’s exact hook and promise

• Follows the same CTA (e.g. quiz → quiz)

• Builds continuity from scroll to checkout

This small shift can boost CVR by 20–30%—without touching the ad account.

But here’s the big unlock: One winning ad shouldn’t feed into one page. It should unlock 3–6 funnels. Like this:

• A listicle

• A quiz

• A UGC explainer

• A PDP remix

• A testimonial page

• An advertorial

Each one speaks to a different buyer. Each one converts slightly differently. Together, they make your media spend way more efficient.

How to Start (Actionable Steps):

1. Identify your top 2–3 ad angles from the past 90 days (based on CTR or ROAS)

2. Break each into: hook, angle, promise, CTA

3. Pick 2 formats per angle (see matrix inside the guide)

4. Build simple wireframes using Replo or Figma

5. Test them in isolated campaigns

Use this Angle → Page Format matrix:

Pick 2–3 formats per winning angle.

Reply to this email if you have any questions or further content you want covered.

Thanks for reading!

Cheers,
Jeff

PS - If you run an ecommerce brand above $50k/mo and you want to have a free landing page strategy consultation with me, book a call here »

PPS - I have a great ebook, template, and swipe file pack available for purchase with monthly updates. Grab it now here

I also have free resources you might find valuable. I’ll leave the links to them below:

• Designaday (Ecommerce Page Designs): View pages we've designed for the best DTC ecom brands here

• Vault (Ecommerce Page Builds): See live pages we've designed & built here

• Swiper (Replo templates): Copy & paste full Replo pages for faster builds here