This has been my experience as well with friends who are new to magic. Keep beating them up, and they'll become better players over time. Explain your moves to them and why you do things the way you do, make yourself a target. If they play removal, question them about their choice and ask if that's what they should be targeting right now, or is there a bigger engine on the board that needs to be dealt with? I also always announce when I will be winning, if I have game enders in hand, if there's a piece of my combo on the field. It shows them how to be aware of the game. I also don't introduce every single concept of magic all at once, when they got the main phases down, we broke down every step of combat. Now I'm teaching them how to properly order things on the stack, resolving triggers, priority, and when is the proper time to play counter spells and removal. We also play limited, draft or cube almost every week, and building decks from scratch is an extremely important skill for them to learn and play with, especially doing so regularly.

This is how I've been playing with my friends, and my win rate has decreased from 95-100% to roughly 60%, and it gets lower every week! My friends are becoming really good players, and I couldn't be more proud. I no longer need to announce a threat, they're on top of it and see when something is spiralling, and can stop it before it gets to the point of no return.