5 Common Ad Campaign Mistakes NDIS Providers Make and How to Fix Them
Introduction: Why Your Ad Campaigns May Not Be Delivering Results
Running successful ad campaigns is essential for NDIS providers looking to attract participants. However, several common mistakes can limit the effectiveness of your efforts. In this guide, we’ll cover the 5 most frequent ad campaign mistakes made by NDIS providers and offer practical solutions to fix them.
Targeting Too Broad an Audience
The Mistake
Many NDIS providers run campaigns with very broad targeting, hoping to reach more participants. Unfortunately, this leads to high ad spend with low conversions, as your ads are shown to people who may not need or qualify for your services.
How to Fix It
- Utilize negative keywords to exclude irrelevant traffic.
- Narrow down your audience based on location, age, and interests.
- Use custom intent audiences (e.g., “parents of children with disabilities”) to target relevant users.
Ignoring the Importance of Ad Copy and CTA
The Mistake
Some campaigns rely on generic ad copy that doesn’t resonate with participants or caregivers. A missing or weak call-to-action (CTA) can also cause potential leads to lose interest.
How to Fix It
- Craft personalized, benefit-driven ad copy focused on participant needs (e.g., “Empower your journey with our NDIS services—Book now!”).
- Use strong CTAs such as “Schedule a free consultation” or “Contact us today.”
Pro Tip: A/B test different CTAs to see which performs better.
Sending Traffic to a Poorly Optimized Landing Page
The Mistake
Driving traffic to a generic homepage or an unoptimized landing page leads to poor conversion rates. Participants expect to find exactly what the ad promised.
How to Fix It
- Ensure landing pages are mobile-friendly and load quickly.
- Create service-specific landing pages with aligned messaging and relevant keywords (e.g., “Supported Independent Living”).
- Include testimonials, contact forms, and social proof to build trust.
Neglecting Mobile Optimization
The Mistake
With many participants and caregivers using smartphones, ignoring mobile optimization can result in missed opportunities and low engagement.
How to Fix It
- Ensure ads and landing pages are mobile-responsive and pass Google’s Mobile-Friendly Test.
- Use click-to-call ad extensions to make it easy for users to contact you directly from the ad.
- Optimize forms for mobile input by keeping them short and simple.
Failing to Track and Optimize Campaign Performance
The Mistake
Some NDIS providers set up campaigns and leave them running without monitoring key metrics. Without optimization, you could be wasting your budget on low-performing ads.
How to Fix It
- Use Google Analytics and Ads Reports to track metrics like CTR, conversion rate, and cost-per-acquisition (CPA).
- A/B test ad variations to identify top-performing versions.
- Implement retargeting campaigns to re-engage visitors who didn’t convert initially.
Pro Tip: Set up conversion tracking to monitor how many inquiries or sign-ups your campaign generates.
Conclusion: Avoiding These Mistakes Will Maximize Your Ad Success
By fixing these common mistakes, NDIS providers can improve their ad campaigns, attract more participants, and make better use of their advertising budgets. Target your audience effectively, create compelling ad copy, optimize landing pages, prioritize mobile performance, and track key metrics—these strategies will ensure your campaigns drive meaningful results.
