Who Is It For? ("Everyone" Is Not an Answer)

You've built a meal-planning app. It genuinely works. You write the obvious ad — "Meal planning made easy, for busy people!" — and put $1,000 behind it.

Results: 90,000 impressions, 210 clicks, 4 signups, 0 paying users.

Meanwhile a competitor's scrappy ad — "Meal prep for new parents who haven't slept since March" — is visibly everywhere and, judging by their reviews, converting.