In the race to generate more leads, sales, and visibility, paid media has become a cornerstone of most marketing strategies. But despite its ubiquity, many brands still struggle to understand how to make paid media work effectively. From misaligned KPIs to poorly segmented audiences and under-leveraged creative, these missteps cost brands not only ad spend but actual business results.
At Ten26 Media, we’ve seen the same patterns repeat across industries and know how to address them. Here’s what many brands get wrong about paid media, and how we turn those mistakes into measurable growth.
Mistake #1: Prioritizing Vanity Metrics Over Business Goals
Many brands fall into the trap of focusing on vanity metrics, such as impressions, likes, or generic clicks, because these numbers look impressive on reports. However, these surface-level metrics rarely translate into actual business growth or revenue. When companies celebrate increased website traffic or a spike in social engagement without considering whether those actions led to meaningful conversions, they risk misallocating budget and missing strategic opportunities.
How We Fix It:
We focus on KPIs that have a direct business impact.
For e-commerce businesses, that might mean optimizing for return on ad spend (ROAS). For lead generation businesses, such as those in higher education, the cost per enrollment (CPE) may be a relevant metric.
We utilize custom reporting and conversion tracking to ensure that the optimizations we make drive value. Beyond the data, we also help teams align on what a “conversion” means to them – whether that’s a sign-up, a booked call, or a completed application – so that every campaign has a clear objective.
Mistake #2: Poor Audience Targeting and Over-Reliance on Broad Segments
Another common mistake is targeting ads too broadly, which often results in wasted spend and irrelevant impressions. Casting a wide net may seem like a safe strategy. Still, it usually means the message reaches people with little to no interest or intent, ultimately reducing engagement and increasing costs. Brands sometimes default to broad targeting because it feels less risky, but this approach makes campaigns less effective and more challenging to optimize.
How We Fix It:
We use a layered approach to building our target audiences.
That means leveraging first-party data, custom intent signals, and platform-native tools to refine who sees your ads and when they do. In many cases, we also develop comprehensive full-funnel strategies that target users at various stages of the buyer’s journey with customized messaging.
Our media buyers regularly test and refine audience segments based on performance, not assumptions. We make clever use of exclusions and lookalike modeling to avoid overlap and fatigue.
Mistake #3: Underestimating the Role of Creative
Creative assets are often overlooked or treated as an afterthought, but they are one of the most significant drivers of paid media performance. Even the most sophisticated targeting can’t compensate for bland or generic ads. Many brands make the mistake of repurposing the same creative across multiple platforms, failing to consider the unique context and consumption habits of each channel. For example, what works on LinkedIn may not resonate on TikTok.
How We Fix It
We build creative that’s platform-native and performance-optimized.
Whether it’s TikTok-style UGC, LinkedIn carousels, or high-converting Meta lead ads, we match the creative to the channel and the stage of the funnel. Then, we A/B test consistently to uncover what drives results. We also analyze creative performance across platforms to identify patterns that worked on Instagram Stories might inform our next YouTube bumper ad.
Mistake #4: One-and-Done Campaign Structures
Treating paid media as a “set it and forget it” channel is a recipe for declining performance. Digital platforms, audience preferences, and algorithms are constantly evolving. Even the best-constructed campaign will degrade over time if it is not actively managed. Brands that neglect ongoing optimization miss out on opportunities to improve results and risk wasting their ad spend.
How We Fix It:
We treat paid media as an iterative process.
That means building feedback loops into every campaign: testing new creative, refining target audiences, adjusting the budget based on performance data, and learning from each stage. It’s how we keep performance compounding over time. We also structure our reporting to surface insights, not just numbers, so we can act fast when campaigns need recalibration.
Mistake #5: Neglecting the Landing Experience
The post-click experience is a critical, yet often neglected, component of paid media success. Even the most compelling ad can be undermined by a slow-loading, confusing, or poorly designed landing page. If there is a disconnect between the ad’s promise and the landing page content, or if the user encounters friction, such as long forms or unclear value propositions, conversion rates will suffer.
How We Fix It:
We audit and optimize the complete user journey.
That includes mobile responsiveness, form simplicity, messaging alignment, and page speed. We work closely with clients to ensure that the user experience after the click is as strategic as the ad itself. Often, we create dedicated landing pages for specific campaigns or funnels to enhance relevance and increase conversion rates.
Mistake #6: Misjudging the Learning Phase
A common pitfall is making changes to campaigns too quickly, especially during the platform’s learning phase. Platforms like Google and Meta require time and sufficient data to optimize ad delivery effectively. When brands pause or make significant adjustments to campaigns before this learning process is complete, they disrupt the algorithm’s ability to find the best audience and placements. This impatience can result in lost performance and wasted spend.
How We Fix It:
We set expectations and let campaigns gather enough data before optimizing.
Learning phases typically last 7–14 days or until a certain number of conversions are achieved. Our media buyers understand how to navigate platform learning phases effectively, striking a balance between patience and strategic action. We also educate stakeholders on what to expect during early performance, helping clients avoid making reactive decisions that hinder growth.
Mistake #7: Ignoring Cross-Channel Synergy
Running paid media campaigns in silos weakens both performance and brand cohesion. Consumers interact with brands across multiple channels, and if messaging, creative, and targeting are not coordinated, valuable touchpoints are lost, and audiences may become confused. Siloed campaigns also make it difficult to accurately attribute conversions and understand the full customer journey.
How We Fix It:
We approach media planning holistically, ensuring a seamless flow of messaging across platforms.
A user who watches a YouTube video might later see a retargeting ad on Instagram or receive a lead form ad on Facebook. This cohesive strategy increases touchpoints and builds trust throughout the funnel. We also coordinate our organic, email, and retargeting strategies to amplify the impact of paid campaigns.
Mistake #8: Failing to Evolve with the Platforms
Finally, many brands struggle to keep pace with the rapid evolution of ad platforms. New formats, privacy changes, algorithm updates, and beta features are introduced frequently. Brands that fail to test new tools or adapt to changing rules risk falling behind and paying more for less effective campaigns.
How We Fix It:
We stay deeply engaged with platform updates and beta programs.
From leveraging Advantage+ campaigns on Meta to tapping into new LinkedIn Conversation Ad formats, we ensure clients aren’t just reacting, but they’re leading with our strategies.
A Smarter, More Sustainable Approach
Paid media is more complex and powerful than most brands realize. Success isn’t about throwing more money at ads; it’s about being more intelligent with every dollar. Every audience, every ad, and every landing page matters, and so does how they all work together.
At Ten26 Media, we combine channel expertise, creative strategy, and real-time performance data to craft campaigns that drive conversions. Whether you’re scaling e-commerce, driving applications, or launching a new brand, we know how to turn your ad spend into actual outcomes.
Let’s stop wasting budget and start driving results that matter!
