Optimization without mysteries: keys to ads, landing pages, and offers that convert

You launch the campaign. Hours go by. You check the metrics and feel that knot in your stomach. You invested time, creativity, and money, but the results don’t show up. Expensive clicks, sign-ups that don’t go through, or worse, complete silence.
If this sounds familiar, trust me—you’re not alone. This is the daily bread for those of us who dive into the digital sales world.

Recently, in one of our community Q&A sessions, we dove deep into these trenches. We left the textbook theory aside and talked about the real problems—the ones that keep you awake at night. We looked at the case of a campaign with a cost per result of 114 pesos—painful to the wallet—and the frustration of seeing that even when you made a sale, the acquisition cost left you in the red.

These conversations are pure gold, because they remind us of a fundamental truth: the success of a digital offer rarely comes on the first try. It’s a constant process of refining, adjusting, and above all, testing. It’s not about finding a magic formula, but about building an optimization method.

I want to share with you the key insights we broke down in that session—my own experience and that of other community members. We’re going to demystify the process and give you practical tools you can apply to your projects today.

The canvas of your offer: your landing page is not a brochure, it’s a conversation

The first touchpoint after your ad is your landing page. We often obsess over the ad, but if the page where the user lands doesn’t work, we’ve lost the battle before it even began.

The golden rule: don’t forget the mobile

It may sound obvious in 2025, but you’d be surprised how often we design in the comfort of our 27-inch monitors and forget that most people will see us on a 6-inch screen.

When I opened a community member’s page on my phone, the main message was cut off. What should have been an immediate impact—headline, subheadline, and video—was hidden above the fold (the part of the screen you see without scrolling). That tiny “detail” can be the difference between someone staying or leaving in under three seconds.

The user journey is lightning-fast: they see an ad that grabs attention, click, and expect an instant connection. They want to validate immediately that they’re in the right place. That’s why the structure should be:

• Headline: A direct continuation of the ad’s promise. If your ad was about “learning to manage your time,” the headline cannot be “Welcome to our workshop.” It needs to be “Master your time: the workshop that gives you back control of your schedule.”
• Subheadline: Complements the headline, adding a key benefit or more specific detail.
• Visual Element (Video or Image): Video is the fastest and most interactive way to show what your offer is about. The first 30 seconds are crucial to hook attention.
  
  

Only after you capture that initial attention will visitors start exploring the rest of your page.

The power of contrast: guide your visitor’s eye

Pay attention to contrast between sections. A landing page isn’t a document—it’s a visual experience. When a page has a uniform background and monotonous text, the eye gets tired and starts scanning without focus.

My personal recommendation is to use contrast to “force” the eye to stop and pay attention. You can achieve this in several ways:

• Background colors: Alternate between light and dark sections. This creates clear separation and signals the brain: “Okay, this is new information—pay attention.”
• Typography and size: Use different font sizes to establish hierarchy. Headlines should stand out so people can scan and quickly understand each section.
• White space: Don’t underestimate the power of empty space. It reduces cognitive load and makes content easier to digest.

The goal is to create a visual rhythm that keeps users engaged, guiding them from one point of interest to the next until they reach your call to action.

The engine of your strategy: ads that attract, not interrupt

Once your landing page is polished, it’s time to talk about ads. This is where most doubts and frustrations arise: How much should I spend? When should I turn an ad off? Why haven’t I got a single click after spending 180 pesos?

The budget and patience dilemma

The million-dollar question: “How much budget do I need to get a click?”
The answer: It depends. It depends on the ad, the offer, the audience, and whether the platform’s algorithm (like Facebook Ads) has enough data on who your ideal customer is.

One unwritten rule, though, is that you need to give it time. In the session, the question came up: “How many days should I wait before discarding an ad?” My recommendation, based on experience, is at least 7 days. Platforms need a learning period to optimize your ad delivery. If you turn it off after 72 hours, you may be killing a campaign that was just starting to gain momentum.

That said, if your campaign isn’t showing anything and is burning your budget, don’t wait the full 7 days. If you’re getting no impressions or have insanely high costs, intervene. But if the ad is generating data—even if not ideal—be patient.

The creative game: test, measure, and double down on what works

It’s rare for your first ad to be the winner. The process is a continuous cycle:

1. Launch multiple versions: Start with at least 3–4 ads. They can vary in image, copy, or format (video vs. static).
2. Find the winner: After the testing period, check the metrics. Which has the lowest CPC? Which drives the most interactions—or ideally, conversions? One or two will clearly outperform.
3. Turn off the losers: Don’t hesitate to kill underperforming ads. They’re draining the budget that could fuel the winners.
4. Iterate on the winner: Once you have a winning ad, don’t touch it. Let it run. What you can do is create new versions inspired by it. If a certain image + copy worked, test similar images with the same style of copy.
   
   

This test–measure–optimize cycle is what gradually lowers acquisition costs and boosts results. I’ve had ads running for months still delivering results while I keep testing new variations on the side.

The heart of it all: a main offer that resonates

You can have the best landing page and the most creative ads, but if the offer isn’t right, none of the rest matters. This is perhaps the most strategic—and most difficult—piece to define.

The power of the offer

My methodology is to build everything around one main “core” offer—the one expected to generate 80% of revenue.

The problem with juggling multiple offers at once (newsletter campaign, mandala course, 1:1 sessions) is that you’re forced to optimize three things at the same time. Not only exhausting, but it dilutes your efforts and budget. Constantly reshaping your offer and campaigns is draining.

Instead, when you focus on one main offer, your whole ecosystem works for it:

• Ads have a single goal.
• The landing page is designed to sell that offer.
• Your email sequence nurtures prospects toward that solution.
• Your content revolves around the problems that your offer solves.

This doesn’t mean you can’t have other products, but they should serve as pathways leading to your core offer—not distractions.

Building on the same ladder

The optimization process I described earlier (from ad to message, then to landing with video, etc.) has been applied to the same offer since I started the project in February. Every adjustment, every new ad, every version of the sales page (I’m already on the fourth) builds on the last.

Client calls, messages, ad comments… all of it is feedback I use to refine the message and the offer. I’m not reinventing the wheel every month—I’m polishing the same diamond.

This approach gives you traction and clarity. It lets you deeply understand your ideal customer’s pains and needs, refining your message until it resonates powerfully.

Conclusion: optimization is a marathon, not a sprint

If there’s one thing I want you to take from this, it’s that optimization isn’t an event—it’s a habit. A learning curve, a slope we climb little by little.

• Start with the basics: Make sure your landing page looks perfect on mobile.
• Use design to your advantage: Apply contrast to guide attention.
• Be patient with ads: Give them at least a week before drastic decisions.
• Stay focused: Choose one core offer and align all efforts around it.
  

Don’t get frustrated if results aren’t immediate. Every campaign that doesn’t work as expected isn’t a failure—it’s a lesson. It’s data telling you what not to do next time.

So, take a deep breath, check your landing on mobile again, analyze your ads patiently, and ask yourself: Is my core offer really connecting with a real need? The optimization journey is a marathon—but with every step, every tweak, you’re getting closer to the finish line.