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28/09/2026

Low CTR doesn’t always mean bad performance.

One of my mentorship students generated nearly ₹10 lakh in revenue at ~10X ROAS with a bottom-of-funnel offer creative.

The CTR?

Just 0.55%.

Why did it still work?

Because this was a high-intent audience built through previous top- and middle-funnel activity.

In bottom-of-funnel campaigns, don’t judge performance by CTR alone.

Look at:

→ Purchase rate from Landing Page Views
→ Cost Per Purchase
→ ROAS
→ Frequency

A high frequency + low CTR can be completely fine when the audience is warm and the campaign is generating strong purchases and ROAS.

The real problem is:

❌ High frequency
❌ Low CTR
❌ Low purchase rate
❌ High cost per purchase

That’s when you need to investigate.

Stop optimizing for CTR. Optimize for business results.

27/09/2026

🚨 CPM is increasing. Does that mean your Meta Ads performance has to get worse?

Not necessarily.

Meta’s auction has become more expensive, but its targeting and delivery systems have also improved significantly.

The key is understanding the math:

CPP = CPC ÷ CVR

And:

CPC = CPM ÷ 1,000 ÷ CTR

So when CPM increases, CPC can increase too.

But if you improve your CTR and CVR, you can offset the impact of a higher CPM and maintain—or even reduce—your cost per purchase.

That’s why your focus shouldn’t simply be on reducing CPM.

Focus on what you can control:

✅ Creative quality
✅ Creative diversity
✅ Creative velocity
✅ Strong hooks and angles
✅ Correct campaign structure
✅ Improving CTR
✅ Improving CVR

Higher CPM doesn’t automatically mean higher CPP.

The real question is: Can your creatives and funnel convert the traffic efficiently enough to absorb the higher CPM?

That’s where modern Meta Ads strategy matters.

PaidAds EcommerceMarketing MediaBuying

25/09/2026

Your ROAS can drop even when you haven’t changed your campaign.

One of my mentorship students was consistently generating ₹10L+ per month from a single campaign with a ROAS close to 9.

Then suddenly:

• CPM: ₹123 → ₹44
• CPC: ₹14 → ₹19
• CTR: 0.83% → 0.23%
• ROAS: 9 → 3.78

The first instinct might be to change the campaign structure, targeting, or strategy.

But that wasn’t the problem.

Meta had started shifting delivery toward creatives that had received less delivery previously. Some of those creatives were targeting a different persona and weren’t proven winners.

The campaign temporarily moved in the wrong direction.

The good news? Meta eventually course-corrected.

We also published more creatives because the winning creatives were showing signs of fatigue.

The result:

• CTR recovered to 1.15%
• CPM returned closer to previous levels
• ROAS recovered to around 8

The lesson:

Don’t panic and change your entire strategy just because your metrics suddenly change. Diagnose what actually changed first.

If your CPM shifts significantly and CTR suddenly drops, investigate your creative delivery, audience, and campaign-level changes before making major decisions.

Save this for the next time your Meta Ads account suddenly goes sideways.

24/09/2026

The 3 biggest mistakes I see while auditing Meta ad accounts 👇
1. Data integrity — Wrong tracking leads to wrong decisions. Always verify your Pixel, Conversions API, CRM events, and attribution.
2. Account structure — Too many campaigns without a strategy fragment data and slow down Meta’s optimization.
3. Creative — Volume, diversity, and quality matter more than most advertisers realize.
Fix these three first before increasing your ad budget.

18/09/2026

Freelance Performance Marketing Mistake 🚨

Most freelancers spend days doing market research before signing a client.

A better approach? Do it live during the discovery call.

Ask the client to share their Meta Ads account on screen and, in 15–20 minutes, identify where they’re losing money:

* Delivery issues
* Traffic quality
* Conversion leaks

The fastest way to build trust is showing opportunities with real data—not assumptions.

Follow for more performance marketing tips.

16/09/2026

Most advertisers send Meta the wrong conversion signal.

If your CRM is integrated with Meta via the Conversions API, don’t optimize for purchases when they happen weeks later. Optimize for Sales Qualified Leads (SQLs) instead.

The key is fast feedback:

* Contact every lead within 48 hours.
* Qualify or disqualify them.
* Send that conversion back to Meta.

More frequent, high-quality signals = better optimization and better leads.

FacebookAds DigitalMarketing

14/09/2026

Want to charge ₹20,000/hour as a performance marketing consultant?

It’s not just about knowing Meta Ads.

Your value increases when you can:

→ Handle larger ad spends
→ Diagnose complex campaign problems
→ Build scalable strategies
→ Make high-level marketing decisions
→ Stay close to real campaigns
→ Deliver profitable growth

I’ve seen marketers enter consulting too early, stay stuck in ex*****on, and struggle to justify premium fees.

If you want to become a high-value performance marketing consultant, avoid these 5 mistakes.

Save this reel. You’ll need it later.

12/09/2026

Stop chasing more leads. Start generating better leads.

Here’s the framework I use to generate high-quality leads that are more likely to become paying customers.

From targeting and creatives to conversion tracking and optimization—every step matters.

Save this framework and use it the next time you launch a lead generation campaign.

10/09/2026

Stop chasing ROAS. Start understanding unit economics.

When aggressively scaling an ecommerce brand, a 4X ROAS isn’t automatically better than a 2X ROAS.

For repeat-purchase and subscription businesses, you can sometimes afford a lower first-order ROAS because the real economics come from:

→ Repeat purchases
→ Customer Lifetime Value (LTV)
→ CAC payback
→ Contribution margin over the customer lifecycle

But this strategy doesn’t work the same way for low-frequency products like furniture.

And there’s another trap: retention ROAS can be misleading.

If you don’t measure incrementality, your campaign can take credit for customers who would have purchased anyway.

The goal isn’t to get the highest ROAS.

The goal is to acquire valuable customers at a CAC the business can sustainably afford.

08/09/2026

₹1.11 CRORE in revenue in a single month. 🚀

This is the result of my student, Tharun Kumar, who helped his client scale to ₹1.11 crore in monthly revenue.

He is currently generating ₹5 lakh+ in revenue every single day for the brand.

But here’s what most marketers miss:

Scaling a brand beyond ₹1 crore/month is NOT the same as managing an account spending ₹2–3 lakh/month.

At ₹20 lakh+ monthly ad spend, you need a different approach to:

• Prospecting
• Retargeting
• Retention
• Bid management
• Campaign-level optimization
• Scaling without destroying ROAS

Tharun has not only learned these strategies through my mentorship—he has practical experience applying them to a real brand at scale.

If you’re already spending significantly on Meta Ads and want to identify where you’re losing money, you can book a 30-minute audit call with Tharun for ₹2,000.

My recommendation: get the audit, implement the recommendations for 14 days, and then decide whether you want to work with him long-term.

His current retainer is ₹60,000+ per month + performance-based incentives.

I’ll tag Tharun in this post and pin the booking link.

If you’re serious about scaling your brand, start with the audit.

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