So you’re ready to dip your toes into paid ads. Great. But here’s the thing: most first-time advertisers light their money on fire because they treat ads like a slot machine. They pull the lever, hope for magic, and then declare “Facebook ads don’t work” three days later.

If you want your ads to actually work, you’ve got to approach them strategically. That means testing the right things, knowing how long to give campaigns before pulling the plug, and keeping variables under control.

1. Understand Your Cost Per Purchase

The first step in setting yourself up for success is understanding how your product’s price point affects the economics of your ads. If you’re selling a lower-ticket item, like a $30 T-shirt or skincare product, you’ll need to rely on volume and be prepared for your cost per purchase to hover close to your average order value at the start. Margins will be tight until your ads and targeting are dialed in. On the other hand, if your product is a higher-ticket item—say a $500 course or $1,000 piece of furniture—you won’t see conversions as frequently. Instead, you’ll need to track earlier signals like cost per lead, add-to-cart, or even time on site to gauge whether your campaigns are moving in the right direction. The point is that your product price sets the rules, so don’t panic if sales don’t flood in immediately.

2. Don’t Judge Too Fast

One of the biggest mistakes new advertisers make is cutting campaigns short before they’ve had a chance to work. Ads don’t instantly hit; they need time to gather data and go through a learning period. If you pause a campaign after just a few days, you’re essentially pulling the plug right when the algorithm is starting to figure out who your buyers are. A good rule of thumb is to give campaigns at least 7–14 days or enough conversion events to spot a trend before making any decisions. And if you’re working with higher-ticket products, you’ll need to be even more patient since purchases happen less frequently. Think of your ad campaigns like a slow-cooking recipe: the flavor only develops if you give it enough time to simmer.

3. Keep Variables Low

When you’re new to ads, it’s tempting to throw everything at the wall and see what sticks—different headlines, flashy videos, multiple audiences, and every possible placement. The problem is that when you test too many things at once, you can’t tell what’s actually working. The smarter approach is to keep variables controlled and focused. Start by testing messaging—does your audience respond better to a promise of saving time, improving their lifestyle, or solving a specific problem? From there, keep your creative simple, because a clean image with strong copy can be just as effective as an expensive production. And stick to one or two audiences so you have clear insight into who’s responding. By narrowing the scope, you’ll get real learnings instead of just noise.

Final Word

Launching ads for the first time isn’t about hitting a home run on day one. It’s about learning what resonates, what your numbers look like, and how long it takes to see traction. Understand the cost dynamics of your product, give campaigns enough time to breathe, and keep your testing structured and intentional. Do that, and you’ll avoid the classic “ads don’t work” trap—and instead build a foundation for profitable growth.