The Best Way to Increase Your Ad Response Rate

Every ad needs a purpose. And no, I’m not talking about some deep philosophical meaning.

I mean an actual goal. A clear finish line that gets your audience to take the next step—whether it’s clicking, signing up, or buying.

Without that clarity, your readers are left with two options:

1. Try to decode what you’re asking them to do.

2. Ignore your ad and move on with their day.

Guess which one happens most of the time?

That’s why every ad needs to drive a specific action. You’ve got to lead your audience by the hand and say:

• Click this.

• Watch this.

• Buy this.

• Sign up here.

But here’s the thing—your offer has to feel doable. If you ask for too much too soon, you’ll lose them faster than going to a friend meeting in underwear.

The Threshold Problem

There’s always a barrier between what you’re asking and whether your audience will actually do it. I call it the threshold problem.

For example, imagine an ad that says: “Get $500,000—just send us your kidney!”

Yeah, good luck with that. It’s a massive ask.

Or how about this: “Like this ad? Hop on a 30-minute Zoom call with me.”

I don’t even know you, and you want me to spend half an hour of my life chatting with you?

That’s a big NO for most people.

People Have Lives, You Know?

Look, your audience isn’t sitting around waiting to take action on your ad. They’re busy. They’ve got jobs, families, and Netflix shows to binge.

So what do you do?

You make it easy for them to say yes. Start small. Think low effort, low commitment.

For example:

• “Fill out this form, and I’ll send it right over.”

• “Watch this 4-minute video to solve your problem.”

That’s manageable. It’s not a huge ask.

Once they take that first step, it’s easier to guide them to the next one.

The Power of Familiarity

People won’t jump into a Zoom call or a big commitment unless they know and trust you first.

Think of it like dating. You wouldn’t propose marriage on the first date, would you? (I hope not.)

Instead, you build trust over time. The same goes for your ads.

Let’s say someone reads your article, watches a video, or sees you a few times on social media. Now, when you ask them to book a free consultation, it doesn’t feel like a leap of faith. It feels natural.

They know you. They trust you. They’re ready to take that step.

Why Two-Step Lead Generation Works

This is the genius of two-step lead generation.

You start with something small—a guide, a short video, a simple form. Once they’re warmed up and familiar with you, you introduce the next step: a call, a purchase, or a consultation.

It’s smooth. It’s logical. And it works like magic.

Want to know more about how this strategy can transform your business? Check out my next post, where I’ll dive deeper into the power of two-step lead generation.

Talk soon,

Enrique

P.S. If you can't find the article, I link it here: https://www.esrefine.com/en/post/the-hidden-goldmine-in-meta-ads