Why your ads will eventually stop working #marketing #business

24 Oct 2026 · 1 min

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In this video, the speaker argues that no advertising channel maintains its historical performance; instead, each channel’s effectiveness tends to decline over time as competition intensifies. Paid advertising, for example, becomes more costly and requires new offers and conversion tactics to stay profitable. While some businesses may still see gains, the general pattern is that a newly emerging channel initially delivers massive ROI because it is uncrowded, but as more marketers adopt it, the channel becomes competitive and ROI drops. The speaker concludes that marketers must continuously adapt by identifying where their ideal customers are and employing a mix of all relevant channels rather than relying on a single platform.

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And I don't think any channel actually performs better than it used to. I think the channels actually perform worse and worse over time because they get more competitive. And that's even before AI. Like when you had paid advertising, the reason they perform worse and worse over time is you have more competition, it costs more, you got to figure out new offers, conversions, and all that kind of stuff. It doesn't mean that some businesses aren't doing better with their paid advertising over time or you're not making it more profitable. It's just that when a new channel comes around, it does really well. It's usually not competitive and the ROI is massive. As time goes on, these great channels get competitive, which reduces ROI for most companies. You, you got to adapt to where people are and you have to use all the channels that your ideal customer is on in today's world.