Let me ask you something.
When your ads don’t perform, what’s the first thought that comes to mind?
👉 “Maybe my budget is too small.”
👉 “If I just spend more, maybe it’ll work.”
👉 “My competitor is outspending me, that’s why they’re winning.”
I’ve heard this from clients again and again. And honestly? I used to believe it myself.
But after managing crores in ad spend, I’ve learned a hard truth:
It’s rarely a budget problem. It’s almost always a messaging problem.
The Client Who Blamed the Budget
A while back, I was working with an eCommerce client. They were spending ₹50,000/month on ads and barely breaking even.
Their first reaction?
“Karan, let’s double the budget. If we push harder, we’ll get more sales.”
But here’s the kicker: their core message was “High-quality home décor products.”
Now, think about it. Does that excite anyone?
Does it make someone stop scrolling and pull out their wallet?
Of course not.
So instead of spending more, we fixed the message.
We rewrote their ad to:
“Handmade home décor that lasts years—not months. Add warmth to your home with eco-friendly, artisan-made products.”
Same budget. Same targeting. Same product. Just a sharper message.
Result? 3X ROAS in 30 days.
They didn’t need more budget. They needed a message that actually resonated.
Why Messaging Matters More Than Money
Here’s the simple truth:
- Budget is fuel.
- Message is the engine.
If the engine is broken, it doesn’t matter how much fuel you pour in. You won’t move forward.
I’ve seen businesses burn through lakhs chasing “bigger budgets,” when the real leak was that their ads never spoke to the customer in the first place.
Weak vs. Strong Messaging
Let’s play a quick game. I’ll give you two messages. You tell me which one works better.
Example 1: Fitness App
❌ Weak: “Download our fitness app for workouts and tracking.”
✅ Strong: “Get fit in 20 minutes a day—no gym required. Personalized workouts you can do anywhere.”
Which one makes you want to take action? Exactly.
Example 2: B2B Catering Service (a real client I worked with)
❌ Weak: “We provide catering services for offices.”
✅ Strong: “Fresh, hygienic corporate lunches delivered daily—starting at HKD 150 per plate. Trusted by 50+ Hong Kong offices.”
Same service. Same food. But the second message connects, builds trust, and gives clarity.
Example 3: Software Company
❌ Weak: “Our software has AI-powered dashboards.”
✅ Strong: “Cut reporting time in half. Get insights in seconds, not hours—with our AI dashboards.”
Nobody buys dashboards. They buy time saved and better decisions.
My 4-Step Messaging Filter
Whenever I audit a client’s ads, I run their message through this filter:
- Clarity: Would a 10-year-old get it?
- Outcome-driven: Does it show what result I’ll get?
- Specificity: Can you back it with proof, numbers, or trust signals?
- Relevance: Does it speak directly to me (the customer) instead of “everyone”?
If even one answer is “no,” that’s where the budget leak is happening.
Quick Challenge for You
Take one of your current ads (Google, Meta, or LinkedIn) and test it with these two questions:
- Is it talking about features or selling the outcome?
- Is it generic or does it make someone stop and say, “That’s me”?
If your answer leans toward features and generic, don’t increase your budget. Fix your message first.
Why This Matters in 2025 and Upcoming Years
Here’s the thing: ad costs are rising everywhere. Google, Meta, LinkedIn—it doesn’t matter. CPMs and CPCs are climbing.
That means you can’t afford to waste money on bad messaging.
The brands that win aren’t the ones with the biggest budgets. They’re the ones who communicate the clearest.
Because the clearer your message, the less budget you need.
Final Takeaway
The next time your ads aren’t working, don’t rush to double your spend.
Pause. Step back. Ask yourself:
- Is my message clear?
- Is it selling an outcome or just describing a feature?
- Does it make my ideal customer say, “This is exactly what I need”?
Because here’s the golden rule:
👉 A strong message with a small budget will always beat a weak message with a big one.
Over to You
Have you ever fixed your message and seen a dramatic change in results?
Reply and tell me—I’d love to feature some of your stories in future editions.
And if you’re tired of wasting ad spend on weak messaging, DM me the word “Message”. I’ll do a free ad audit for you.
Until next time,
Karan Paswan
✨ Entrepreneurial Minds is your weekly dose of raw stories, sharp strategies, and real lessons from building businesses in today’s digital world.