Hi there,
Thanks for reaching out! It’s good you've got in touch, because the situation you've described is one of the most common and frankly frustrating problems advertisers face. You've got one part of the machine working beautifully – the ad creative is grabbing attention and getting clicks for a good price – but the final, most important part, the sale, isn't happening. It's like having a brilliant shop window that gets everyone to come to the door, but the door is locked.
I’ve seen this exact patern loads of times, especially with people selling digital products like courses, software trials, and yes, ebooks. We ran a campaign for a course creator that was stuck in a similar spot, and by fixing the leaks in their funnel, we ended up generating over $115k in sales in just over six weeks. The good news is that your problem is fixable. It just requires a brutally honest look at what happens *after* the click. Your CTR of 6.4% is great, it proves there's interest in your hook. The issue isn't the ad itself, but what comes next. So, let’s get into what’s likely going wrong and what you need to do about it.
My initial thoughts are that we need to look at three things: who you're telling Facebook to find (your audience and campaign objective), what you're actually offering them (the promise of your ebook), and where you're sending them (the product page). One of these, or more likely a combination of all three, is broken.
We'll need to look at who you are actually targeting...
This is probably the biggest and most immediate issue, and it's a trap almost everyone falls into when they start. You've told Facebook you want clicks, and it's doing exactly what you asked. The problem is, you don't want clicks. You want sales.
There's a massive difference between someone who will idly click a flashy ad out of curiosity and someone who is genuinely in the market to solve a problem by buying an ebook. When you set your campaign objective to 'Traffic' or 'Link Clicks', you are giving the algorithm a very clear command: "Find me the cheapest possible clicks within this audience." The algorithm then goes out and finds the people who are most likely to click on anything and everything. They are tire-kickers, not buyers. They are not in demand by other advertisers trying to sell things, which is why their attention, their clicks, are so cheap. You are literally paying Facebook to find you non-customers.
To fix this, you must change your campaign objective. You need to be optimising for a conversion event that is much further down the funnel.
-> Switch your campaign objective to 'Sales' (or 'Conversions' in the old interface) and select 'Purchase' as the event.
Now, your cost per click (CPC) will almost certainly go up. This is normal and it is a GOOD thing. You're now telling Facebook, "I don't care about cheap clicks. Go and find the very specific people in my audience who have a history of actually buying things from ads like mine. I'm willing to pay more to reach them." It's a fundamental shift from chasing vanity metrics like CTR to focusing on what actually makes you money. With only $30 spent, your pixel has very little data, so the algorithm will struggle at first. You need to give it more budget and time to learn who your buyers are. Don't be scared off by a higher CPC; you have to focus on the Cost Per Acquisition (CPA).
I'd say you need to redefine your customer and your message...
Okay, so we're telling Facebook to find buyers. But who are they? A high CTR and no sales also suggests a disconnect between the promise of your ad and the reality of your product page. People are intrigued by the ad's hook, but when they land on your page, they don't see a compelling enough reason to part with their cash. This usually comes down to the offer and how it's framed.
The single biggest reason campaigns fail is that the offer doesn't solve an urgent, expensive, or deeply frustrating problem for a specific group of people. You need to stop thinking about demographics ("men aged 25-40 interested in business") and start thinking about nightmares. Your Ideal Customer Profile (ICP) isn't a person; it's a problem state.
Let's imagine your ebook is about 'public speaking for introverts'. Your ICP isn't just 'introverts'. It's the junior manager who is physically sick with anxiety before every team presentation, who knows their career is stalling because they can't articulate their ideas, and who watches their more confident (but less competent) colleagues get promotions. That's a nightmare. Your ebook isn't selling 'public speaking tips'; it's selling the end of that anxiety, the confidence to lead, the promotion they deserve. That's a transformation people will pay for.
Once you know their nightmare, you can craft a message they can't ignore using a simple framework: Before-After-Bridge.
Before: Paint a vivid picture of their current pain. "Does your heart pound and your mind go blank the moment all eyes are on you in a meeting? Are you tired of brilliant ideas getting stuck in your head while others take the credit?"
After: Show them the dream outcome. "Imagine walking into any presentation feeling calm and in control. Imagine delivering your ideas so clearly and confidently that your boss finally sees your true potential."
Bridge: Position your ebook as the vehicle to get them from Before to After. "This ebook is the bridge. It’s a step-by-step system designed specifically for introverts to turn anxiety into authority."
This kind of messaging needs to be front and centre on your product page. It connects on an emotional level and makes the purchase about solving a real, painful problem, not just buying another digital file. Here's a quick example of how you could structure the top of your landing page to do this job:
| Page Section | Example Copy (for a 'Public Speaking for Introverts' Ebook) |
|---|---|
| Main Headline | Stop Fearing the Spotlight. Start Owning the Room. |
| Sub-headline | The Proven 3-Step System for Introverts to Overcome Public Speaking Anxiety and Become a Confident, Respected Leader – Without Changing Your Personality. |
| Opening Paragraph (The 'Before') | If the thought of a presentation makes your palms sweat and your stomach churn, you're not alone. You have great ideas, but when it's time to share them, the words just don't come out right. You watch others who are less knowledgeable climb the ladder, simply because they're better at talking. It's frustrating, and it's holding you back. |
| The Promise (The 'After') | But what if you could change that? What if you could learn a method to feel prepared and powerful, not panicked? This isn't about becoming a loud extrovert. It's about finding your own authentic voice and making people listen. |
You probably should completely overhaul your product page...
This is where the sale is won or lost. Your product page has one job: to convince a skeptical stranger to trust you with their money. A high drop-off rate here means it's failing at that job. Based on the hundreds of landing pages I've reviewed, here are the most common failure points you need to address immediately.
The "Buy Now" button is one of the most arrogant calls to action you can have if you haven't earned the click first. It presumes the visitor is already sold. They're not. Your page needs to build a rock-solid case for value before you ask for the sale. This means it needs more than just a description.
Here’s what your page must have:
-> Rock-Solid Social Proof: This is non-negotiable. Why should anyone trust that your ebook works? You need testimonials. If you don't have any, give the ebook away to 10 people in your target audience in exchange for an honest review. Put their name, photo (if possible), and their specific result on the page. No reviews = no trust = no sales. It's that simple.
-> A Clear 'What's Inside' (with Benefits): Don't just list chapter titles. No one cares about 'Chapter 4: Vocal Tonality'. They care about the outcome. Frame each section as a benefit.
- Instead of: "Chapter 1: Understanding Anxiety"
- Try: "Chapter 1: The Root Cause of Your Fear -> Discover the single psychological trigger behind your anxiety so you can finally disable it at the source."
- Instead of: "Chapter 2: Structuring Your Talk"
- Try: "Chapter 2: The 5-Minute 'Confidence Framework' -> My plug-and-play template for structuring any presentation, ensuring you never lose your train of thought again."
-> An Irresistible Offer Stack: People are more likely to buy if they feel they're getting an incredible deal. Don't just sell an ebook for £19. Sell a package.
- The Public Speaking for Introverts Ebook (Value £49)
- BONUS #1: The Pre-Presentation Anxiety Checklist (Value £19)
- BONUS #2: 50 "Fill-in-the-Blank" Opening Lines Swipe File (Value £29)
- Total Value: £97
- Get It All Today For Just £19
-> Risk Reversal: A strong money-back guarantee is essential for digital products. It removes all risk for the buyer. Something like: "Take a full 30 days to read the ebook and try the techniques. If you don't feel more confident in your very next presentation, just send me an email and I'll give you a full, no-questions-asked refund." This shows you stand behind your product and makes the decision to buy much easier.
-> Clear Call to Action (CTA): Your 'Buy Now' buttons should be bright, clear, and repeated throughout the page after you've made a strong value proposition. Use action-oriented text like "Yes, I Want to Become a Confident Speaker!" or "Get Instant Access Now".
Your current page is likely missing most of these elements. It's probably just a description and a buy button. That isn't enough to overcome a stranger's natural skepticism.
You'll need a proper budget and realistic expectations...
Finally, let's talk about your budget. $30 is not enough to validate a sales campaign. It's a tough pill to swallow, but online advertising is a game of data, and you need to spend money to acquire that data.
Let's do some rough maths. For digital products in developed countries, a realistic Cost Per Acquisition (CPA) – the amount you pay for one sale – could be anywhere from £10 to £75, or even higher. It depends on your price, audience, and a dozen other factors.
Let's be optimistic and say you can achieve a £15 CPA for your ebook. At that rate, you would need to spend, on average, £15 to get one sale. You've only spent ~$30 (£24). You haven't even given the algorithm enough budget to find you *one* customer yet. It's like putting two quids worth of petrol in your car and being frustrated you haven't reached a destination 100 miles away. You need to be prepared to spend at least 3-5 times your target CPA without a sale to properly test an audience. So if your target CPA is £15, you need a testing budget of at least £45-£75 *per ad set*.
I've detailed my main recommendations for you below in a table to give you a clear plan.
| Area of Focus | The Current Problem | Your Recommended Action |
|---|---|---|
| Campaign Objective | You're optimising for cheap 'Link Clicks', which attracts curious non-buyers. This is the main reason for your high CTR and no sales. | Immediately change your campaign objective to 'Sales' and optimise for the 'Purchase' conversion event. Accept that your CPC will go up. |
| Audience & Messaging | Your message is likely too generic and isn't speaking to a deep, urgent pain point. Your audience is too broad. | Define your customer by their 'nightmare' problem. Rewrite your ad and landing page copy using the 'Before-After-Bridge' framework to focus on transformation. |
| Product Page | Your page isn't building enough trust or value to convince a stranger to buy. It's likely just a basic description. | Overhaul the page. Add strong social proof (testimonials), benefit-driven descriptions, a value-stack offer with bonuses, and a risk-free money-back guarantee. |
| Retargeting | You are losing all the interested people who clicked but didn't buy. They are a warm audiance being wasted. | Set up a simple retargeting campaign for everyone who visited your product page in the last 30 days but didn't purchase. Show them ads with testimonials or a reminder of the offer. |
| Budget & Expectations | Your budget of $30 is far too low to gather meaningful sales data. Your expectations are misaligned with how the algorithm works. | Commit a larger testing budget (e.g., £150-£300) to properly test your new setup. Understand that your initial CPA might be high as the pixel learns. Focus on CPA, not CTR. |
This is quite a lot to take in, I realise. Moving from a simple ad setup to a proper conversion-focused funnel is a big step. It involves copywriting, offer creation, page design, and a deep understanding of the ad platform's mechanics. It’s what we spend all our time on, optimising these funnels for clients, from digital products getting over 45,000 signups at under £2 cost per signup on Meta Ads to eCommerce stores hitting a 1000% return on ad spend.
Getting this right can be the difference between a failed project and a profitable business. If you'd like to go through your specific campaign and landing page together, we offer a free, no-obligation initial consultation where we can give you some more tailored advice. It might help you see the path forward more clearly.
Hope this helps!
Regards,
Team @ Lukas Holschuh
