Riedl: High Ad Reach Masks Weak Lead Results for SMEs
Neu-Isenburg – November 12, 2026 -- A three-month online ad campaign run by an external agency generated only four customer inquiries for one company, even though the ads were shown frequently and drew numerous reactions, according to Tobias Riedl, founder of Riedl Webmarketing. Most of the response consisted of "likes" that had little relevance for winning customers, yet the agency rated the campaign positively and recommended continuing it unchanged.
Impressions and clicks do not show whether ads win customers
Impressions only measure how often an ad was displayed, Riedl said. Clicks and reactions do not show whether new customers result. Even four inquiries are not automatically a poor outcome, he said; what counts is the campaign cost, whether the leads fit the offer, and whether they turned into profitable orders.