Ads Manager Excuses: What's Legitimate and What's Not
Running ads to generate listing appointments, valuation requests, or buyer inquiries requires accountability.
But sometimes when performance dips, instead of strategy, you get excuses.
Let’s break down the most common ones, and what they actually mean.
“The Algorithm Is Broken Right Now.”
You’ll hear this when performance drops.
Here’s the truth:
Platforms like Meta and Google don’t “break” for one account.
If there’s a global outage or platform-wide issue, you’ll see widespread reporting and impact across industries.
But if:
Your impressions are inconsistent
Your CTR is low
Your conversions are weak
Blaming “the algorithm” without showing comparative data is deflection.
What’s legitimate?
Yes, performance can fluctuate due to seasonality, competition, or market shifts.
What’s not?
Using the algorithm as a blanket excuse without diagnosing messaging, targeting, landing pages, or budget structure.
“You Need to Spend More to See Results.”
Sometimes this is true.
If your campaign is severely underfunded, the system can’t gather enough data to optimize properly.
But here’s the key question:
If spend doubles and performance stays flat,
was budget really the issue?
More money amplifies what’s already working.
If the funnel is broken, higher spend just makes inefficiency more expensive.
For real estate agents, especially in local markets, budget increases should come with:
Clear performance projections
Testing structure
Defined conversion goals
Otherwise, “spend more” becomes a way to avoid fixing the real problem.
“It Takes 6 Months to See Traction.”
For branding? Maybe.
For ads? No.
You might not be profitable immediately.
But within weeks, you should see:
Impressions
Clicks
Engagement
Some level of conversion signal
If after 30 days:
CTR is weak
Conversions are near zero
Cost per lead is unstable
No optimization insights are presented
Something isn’t calibrated correctly.
Real campaigns show signal early, even if refinement takes time.
“The Creative Is the Problem — But I Don’t Make Creative.”
Creative absolutely matters.
Your:
Listing photos
Video walkthroughs
Headlines
Hooks
Offers
All influence performance.
But here’s the red flag:
If your ads manager says creative is the problem, and stops there, that’s incomplete.
A strong ads manager will:
Tell you which ads have low CTR
Explain why messaging isn’t resonating
Suggest headline adjustments
Recommend specific hooks
Advise on better formats
Even if they don’t personally design the content, they should guide performance improvements.
Pointing fingers without solutions isn’t strategy.
“I Can’t Share Exact Numbers Because of Platform Rules.”
False.
You’re paying for the campaigns.
You are entitled to see:
Spend
Clicks
Conversions
Cost per result
Performance breakdowns
Both Meta and Google provide full transparency inside ad accounts.
If someone can’t show numbers, it’s not because of “rules.”
It’s because of access or accountability.
And both are solvable.
What Legitimate Communication Sounds Like
A strong ads manager says:
“CTR is low, we need stronger messaging.”
“Clicks are good but the valuation page isn’t converting.”
“Cost per seller lead is rising because competition increased this month.”
“We need 20–30 more conversions before exiting the learning phase.”
That’s data-driven explanation.
Not emotion.
Not excuses.
Not vagueness.
Why This Matters for Real Estate Agents
If you’re investing to generate:
Listing opportunities
Seller leads
Buyer pipelines
Brand visibility in your farm area
You deserve clarity.
Marketing should feel accountable, not mysterious.
If you can’t clearly answer:
How much are we spending?
What are we generating?
What are we improving next?
You’re not getting strategic management.
You’re getting activity.
Final Thought
Every campaign has ups and downs.
But there’s a difference between explanation and excuse.
When someone shows you the data, diagnoses the issue, and presents a plan, that’s legitimate.
When someone blames the algorithm, asks for more money without a framework, or avoids numbers, that’s a red flag.
Because in advertising, transparency builds trust.
And trust builds results.
