Why do my ads get clicks but no sales?

Clicks without sales usually indicate message-to-segment mismatch. The audience is interested enough to click but not a strong commercial fit to convert.

Should I broaden or narrow targeting?

Narrow first around validated high-fit segments. Broaden only after conversion quality is stable and segment-level performance is clear.

Do lookalike audiences still work?

Yes, if seed quality is strong. Lookalikes built from validated high-fit customers usually outperform lookalikes built from mixed-quality cohorts.

How do I know if my ICP is wrong?

If cost per acquisition rises, conversion quality falls, sales rejects leads, and retention weakens in paid cohorts, your ICP is likely too broad or misaligned.

How long should I test new targeting?

Run tests long enough to compare qualified conversion by segment. Four to eight weeks often gives directional signal; stronger confidence needs broader cohort data.

Stop Wasting Ad Spend: How ICPs Improve Targeting