The Ironic Struggle We Don’t Want To Talk About

There’s a particular sting that only ads managers feel when their own campaigns fall flat. We’re really good at getting results for our clients: scaling spend, optimizing ROAS, and dialing in strategies with measurable precision.

But try applying the same playbook to our own business?

Suddenly, everything feels harder.

The irony isn’t lost on us. We know what works. We’ve proven it, time and again. Yet, when we turn the tools inward, results are often just out of reach. Clicks cost more. Leads slow to a trickle. And optimizing ad performance becomes a game of whack-a-mole.

If this were a client campaign, we'd have solved it by now. That’s what makes it hit differently. It's embarrassing, even though we know it’s not a question of skill. It’s a shift in context.

When the Offer Is You

Running ads for your own business isn’t just a tactical exercise. It’s identity work. We’re not promoting a physical business, a product, or a webinar. We’re asking people to step into our worldview, to trust how we think, to book a call to talk with us.

And that demand for self-clarity? It changes the game.

The Spiral: A Familiar Descent

I noticed it myself, just last week, while running ads for my own funnel, a thoughtful strategy with a strong offer.

CPMs were inexplicably high. I reviewed every detail: copy, imagery, anything that might be flagging ad policy or standards. Everything looked good. But those sky-high CPMs meant it was hard to get reach with the ads.

A lead came in, a call booked, then missed. No-shows hit harder when the offer is you.

That’s when I got stuck in my head:

"Why is this working for my clients but not for me?"
"What am I missing?"
"Is it… me?"

A quiet shame that creeps in, like my credibility is on the line.

It’s Not a Tactic Problem

But here’s the truth:

This is not a personal failing. It’s a structural reality.

Marketing yourself as an advertising agency is different. It's hard. The funnel isn’t linear. It’s layered with nuance, credibility, and relational depth. This isn’t just about attention. It’s about alignment.

And B2B ads? They’re expensive. Sales cycles are longer. Engagement is higher-touch. What we’re building isn’t a conversion funnel. It’s a trust funnel.

Why This Feels So Personal

When my own pipeline falters, it doesn’t stay in the metrics. It seeps into identity. The questions grow louder. I wonder if I’ve lost my edge. Whether we can do this at all.

Meanwhile, client work remains steady. Their results still sing. So our focus stays there, delivering outcomes while quietly questioning our own.

And let’s be honest: running ads to get ads clients is its own pressure cooker. Not just because it’s Meta’s platform. But because the stakes feel higher when the offer is your own expertise.

My Own Reframe - Feel Free to Borrow If You Need One

So if you’re an ads manager wondering why your own campaigns feel heavier, slower, or more emotionally charged, know this:

You’re not doing it wrong. You’re just doing something harder.

I'm there with you.