Why Your Ads Aren't Working (And Exactly How to Fix Them)

In this episode of The Nickolas Natali Show, Nickolas Natali dives deep into the fundamentals of scaling paid ads profitably, whether you’re just starting out, aiming to grow from six figures, or breaking through eight. Instead of chasing shortcuts or secret hacks, Nickolas emphasizes timeless principles of trust, friction, proof, and creative output.

He unpacks the key differences between local and national ad strategies, explaining why trust dynamics shift dramatically depending on the audience. You’ll learn how to diagnose bottlenecks in your campaigns, from low-quality leads to expensive clicks, and why friction in your funnel can be both a filter and a growth lever. Nickolas also shares the “70-20-10” scaling model that the best marketers use to maximize winning ads, plus practical guidance on expanding to new platforms without wasting budget.

With real-world examples, clear frameworks, and actionable tactics, this episode equips you to think like a strategist, not a gambler—building ad systems that scale sustainably and withstand platform challenges. Whether you’re in high-compliance industries or simply trying to get better results from your campaigns, these insights will help you sharpen your approach and outpace competitors.

Takeaways

• Diagnose ad performance issues by identifying whether the bottleneck is trust, friction, proof, or traffic.

• Local businesses enjoy built-in trust; national brands must build it through proof and nurture sequences.

• Use friction strategically: add it to filter low-quality leads, remove it to increase volume.

• Not all friction is equal—slow websites kill conversions, but long VSLs can prequalify buyers.

• Proof outperforms promises; strong proof includes real case studies, customer videos, and relevant testimonials.

• Always match proof to the exact type of customer you’re targeting for maximum trust.

• Apply the 70-20-10 scaling model: 70% spend on proven winners, 20% on variations, 10% on experiments.

• Squeeze maximum value from winning creatives by repurposing hooks and reskinning ads.

• Expand platforms in order: retarget everywhere, secure brand terms, then test new interruption platforms.

• Structure offers to maximize conversions with trials, low-ticket entry points, and nurture funnels.

• In high-compliance industries, use audits and long-form assets to protect ad accounts.

• Sustainable scaling comes from fundamentals—not hacks—focusing on trust, proof, creative volume, and resource allocation.

  
  

Chapters

00:00 Introduction: The truth about scaling ads

00:36 Diagnosing bottlenecks in ad performance

01:20 Local vs. national ad strategies

02:15 Using friction as a growth lever

03:01 Proof vs. promises: why evidence wins

04:30 The 70-20-10 scaling model explained

05:30 Platform expansion roadmap

06:15 Offer structures that convert

07:05 Navigating compliance-heavy industries

07:53 Core fundamentals of scaling ads

08:30 Closing thoughts and next steps

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