An illustration, not a real customer.
Picture a business owner. Call her Tola. Her page gets likes. Her videos get views. Friends comment “🔥🔥🔥”. She puts ₦20,000 into ads.
Two days later: plenty of impressions, a few clicks, almost no sales.
She changes the audience. Nothing. She changes the picture. Nothing. She adds ₦30,000. Still nothing. By the end of the week she has spent ₦100,000 and says the sentence so many owners say: “Ads don't work for my business.”
But Tola never found out why it didn't work. It might have been the offer. The page. The creative. The audience. One tiny setting. She'll never know, because nobody taught her how to find out.