Discover the overlooked ad that targets active social media users—win clients directly from competitors and boost conversions instantly.
We’ve all experienced it—click on one ad, and suddenly your feed is overflowing with similar brands, products, and services. At times, it even feels like social media is listening to us.
But here’s the thing: one particular type of ad, the one that shows up when you’re in “buying mode,” often goes unnoticed—even by some of the biggest companies. Yet, this is one of the most powerful ads you can run.
Passive vs. Active Audiences
On social media, about 90% of users are passive audiences. They’re scrolling to kill time, to be entertained, not to shop.
That’s why marketers build funnels: introduction, awareness, education, engagement, conversion. These journeys are essential because passive users need time to warm up before they take action.
But what about the other 10%? The active users. These are the people searching right now for a service like yours or comparing products in your industry.
These users don’t need a funnel. They need one thing—the right ad at the right time.
The Ad You Can’t Afford to Miss
When an active user is checking out your competitor’s page, that’s the critical moment. This is where your ad needs to step in.
This ad should be:
Direct: No fluff, no soft talk—straight to the point.
Bold: Highlight your strongest USP or what makes you stand out.
Conversion-driven: End with a crystal-clear call to action.
👉 Example: “Here’s what makes us better. Here’s what you get if you choose us. Click now.”
This is your sharpest weapon. While awareness ads entertain or tell stories, this one closes the deal.
Why This Ad Works
If someone is actively visiting your competitor’s page, they’re already in decision mode. They’re comparing, weighing options, and ready to buy.
That’s when your ad needs to appear and say:
Here’s why we’re the better choice.
Here’s proof from our clients.
Here’s an offer you can’t ignore.
When done right, this ad captures the 10% of active users—the ones most likely to convert today. And this 10% can deliver faster returns than any other part of your funnel.
Final Takeaway
Funnels are essential to nurture the 90% of passive users. But never ignore the direct-response ad for active audiences.
👉 Next time you’re setting up campaigns, make sure this ad is part of your strategy. It might be the one thing standing between you and your competitor for that client.
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