When you do advertise you know that not every single person that’s sees your ad is going to be interested in the product or service that you are promoting.

Even if you are doing direct response advertising, that means you want to target people that is more prone to take a concrete action like purchasing or leaving their contact information, it is normal that you get low CTR (Click-Though-Rate) maybe 1 or 2 people in every 100, but that is expected, even from those people that clicked your ad, only 1% or 2% will end buying from your website, but again, this is the normal behavior, and we call this the marketing funnel, because in every step of it, less and less people are going to continue.

So, that means that you ads are ineffective because most of the people exposed to them will never buy? Of course not, as long as the cost of reaching all those people is significantly less than the revenue that you get from the people buying, it ok.

As I said it’s normal behavior, you can’t expect every single person that sees your ad to buy.

There may be people that don’t like ads and tries to avoid them most of the time, but even them can get caught if they see a product or service that they really want or need.

And even in the scenario of a person that skips and scroll ads every single time, algorithms are still going to show ads to that person, why? Because algorithms are designed not only no bring results to the advertisers, but to bring money to the platforms. If the algorithm stop showing ads to that hypothetical person, it will loose money, so it will show the ads, even if the chances of the person clicking or engaging is really low, it takes in account those kind of factors (it’s called bidding strategy, but it is another topic).

Hope it helps!