Hello {{First name | there}},
Every week, I hear from business owners who are frustrated after wasting money on ads that didn’t deliver.
They’re told “advertising doesn’t work,” or “the algorithm changed,” or “you just need more time.”
But the real problem usually isn’t the ads.
It’s the foundation.
If your website isn’t clear, trustworthy, and ready to convert — every ad dollar you spend just disappears faster.
Catch up on past series
If you’re new here, or want to revisit past topics, here’s what we’ve already covered:
Now we’re continuing Build a Website That Works - and this week’s lesson is simple: ads amplify what already exists. If your foundation is broken, ads only make that more obvious.
Real-world stories
I recently talked with a business owner who signed a contract with an ad agency and paid for their first month of ads.
When the results didn’t come, the agency told them the problem was their website — it needed a full redesign to convert better.
I looked at the website, and yes, it was rough. But here’s the problem: the agency should have known that before taking their money. Instead, they ran ads that were doomed to fail, then used that failure to pitch an expensive redesign.
That’s not how OptSus operates.
If your website needs work, we’ll tell you upfront — even if it costs us the sale. We’d rather build trust than play games. It’s one reason our clients stay with us for years without ever signing a contract.
Another client once decided to move their website to a different provider. We helped them migrate everything smoothly and thanked them for working with us.
A month later, they emailed us:
“The SEO company failed spectacularly. I’d like to migrate back to your servers. Let’s talk about content and keyword development.”
Two years later, they’re still with us.
Sometimes, you have to see the difference to appreciate it — honesty and foundation first always win in the long run.
Why it matters
Ads multiply what’s already there. If your site doesn’t convert, ads only make failure faster.
Most ad agencies sell before they solve. They chase contracts, not results.
Trust beats tactics. Honest strategy builds relationships that last longer than campaigns.
Ads should amplify proven messages, not compensate for missing ones.
Common mistakes I see
Running ads before confirming that the website can convert.
Measuring clicks instead of revenue.
Letting agencies upsell fixes they should have spotted on day one.
This week’s action (Checklist)
Review your website and ask: Would a first-time visitor know what to do next?
If not, fix that before buying ads. Add one clear call-to-action above the fold.
Identify the pages that naturally get attention from organic search or social — those are your best-performing messages.
Only after those are proven should you consider spending to amplify them.
How it fits into the bigger picture
In Website Bundle, we talked about matching your audience and your offer. Ads won’t fix misalignment — they’ll just make it more expensive.
In Analytics Made Simple, we explained how to measure what matters. A good ad campaign is measurable, but only if your website and conversions are already tracked correctly.
The OptSus Website Bundle provides that foundation — a site that works, weekly blog posts that build trust, and daily social content that attracts attention organically.
When OptSus manages a client’s website, we configure Google Analytics to track activity from the start. As the business grows, we layer in conversion tracking so every visit can be tied back to what matters most — revenue.
That’s part of the OptSus Website Bundle, but you can DIY this too. All the resources you need to start are already in this email series. The goal is to help you think strategically about traffic, not just celebrate the number.
💡 Before You Spend Another Dollar on Ads…
Make sure your foundation is ready to convert the attention you’re paying for.
Through December 31, OptSus is opening Priority Access for four new website clients as part of our year-end sale.
Secure your place to:
Lock in 2025 pricing before rates rise
Use the tax benefit of a 2024 payment
Schedule your Q1 2025 project start and launch in ≈ 5 weeks
This is how OptSus does Black Friday — no gimmicks, just smart planning for sustainable growth.
👉 Reserve your spot at OptSus.com/sale
Key takeaway
Advertising doesn’t fix a broken system. It magnifies it.
Build the foundation first — then use ads to amplify what’s already working.
Want more support while you’re doing this?
Join the free SEO Social Club — a monthly meetup to see what’s working in SEO right now.
Explore Marketing ROI Essentials if you’re ready for deeper strategy.
Or join the premium OptSus Marketing Community for ongoing feedback and advice.
Talk soon,
Frank
P.S.
Have you ever run ads that didn’t work? Hit reply and tell me what happened — I’ll help you figure out whether it was the ads, or the foundation.
🛠 Free Tools to Help You Grow Smarter
Want to revisit something you missed? Get direct help? Here's what’s available right now:
📬 Catch up on past issues: Grow with OptSus Archive
🎯 SEO Social Club – Next session: 🕛 First Tuesday each month at 12 PM ET
🛠 Need help with your site? Schedule a free WordPress Help Desk call
🎓 All upcoming events and past replays: OptSus Events
All free. All built to help you grow - without wasting time or money.