15/07/2026
There's a simple relationship behind almost every ad account: the more something costs, the more trust someone needs before they'll buy. Call it the trust-price equation.
At £27, the risk is tiny, so barely any trust is needed. People decide in seconds, and the best thing you can do is get out of the way and send them straight to the sale.
At £10k, it's a completely different world. Nobody hands over that kind of money off the back of one ad, however good it is.
That trust gets built by the journey, through demos, webinars and nurturing, over weeks. So when higher-priced ads "don't work", the ad usually isn't broken. The journey is. It's being asked to earn in one step the trust that was always going to take several.
Match the journey to the price, and it all starts to click.