People Don’t Hate Ads — They Hate Irrelevant Ones 

People don’t hate ads, not really, if they’re well-made. They hate the wrong ads. The kind that interrupt, irritate, and insult their intelligence. The ones that feel like a cold caller trying to flog double glazing while you’re halfway through your lasagne. 

The reality? People actually enjoy a good ad. The kind that makes them laugh, feel seen, nod in recognition. A clever turn of phrase, a perfect cultural reference, a message that hits just right. That’s not an ad—they’ll call it "content" and even share it. 

But ads that completely miss the mark? Those go in the bin. Or worse—get screenshotted and shared in a ranty group chat titled "Brand Crimes".

Bad Ads Are Everywhere. Good Ones Feel Like Unicorns. 

We’ve all been on the receiving end of the nonsense. Like the ad for hair growth pills that somehow ended up on a bald bloke’s YouTube stream. Or the lipstick campaign aimed at a retired electrician named Keith. 

These ads aren’t just annoying. They’re lazy. And lazy ads make people feel like they’re just another click in a campaign report. Disposable. Unseen. 

Here’s what you should know: relevance isn’t just a bonus. It’s the bare minimum. 

The Science Bit (But Make It Fun) 

When an ad is relevant, your brain rewards you for noticing it. It’s called the "cocktail party effect"—we tune out everything until we hear something meaningful to us. Like your name across the room. Or an ad for that jacket you were just Googling (and still fancy, if you’re honest). 

To keep it simple, relevant ads tap into the brain’s love of feeling understood. Irrelevant ones just bounce off like a damp leaflet on a windy day. 

Why Relevance Wins Every Time 

A relevant ad does three things: 

• Respects your time. It knows you’re busy and shows up when it’s helpful, not intrusive.

• Reflects your reality. It shows it gets you—your problems, your goals, even your football team.

• Rewards your attention. With a good offer, a fresh insight, or just something worth sharing in the WhatsApp group.

It’s not rocket science. It’s empathy. At scale. 

The IKEA Lamp Moment 

Remember that IKEA ad with the abandoned lamp? It tugged at your heartstrings, then cheekily told you to get over it because it’s just a lamp. That ad worked because it understood our weird emotional attachment to stuff—and then flipped it. 

Relevant. Surprising. Totally IKEA. 

Meanwhile, thousands of other brands were sending out "20% off now" banners with all the charm of a parking fine.

The Data Problem No One Likes to Admit 

Most ads miss not because the copy’s bad (though, often, yes). They miss because the data behind them is broken, outdated, or just plain wrong. 

It’s all too easy to target "women, aged 25–45" with a one-size-fits-all message. But what do a 27-year-old graphic designer in Bristol and a 44-year-old accountant in Hull have in common? Other than being women? Not much. 

What you need is context. Behaviour. Preferences. Timing. 

That’s where a solid CRM comes in—and yes, we’re going to bang on about this because it matters. 

UltimateCRM: Because Relevance Starts with Data That Doesn’t Suck 

UltimateCRM doesn’t just hold your contacts. It learns from them. It sees who clicked, who ghosted, who always opens your emails on Tuesday at 8pm (hi, Steve). 

It tells you: 

• What people want

• When they want it

• What makes them go "Ooh, yes please"

That kind of insight isn’t creepy. It’s considerate. It’s the difference between "Hey, want another look at this jacket?" and "Hey, Keith, fancy a lipstick?"

Personalisation Isn’t Creepy. It’s Polite. 

People like being recognised. It’s why coffee chains write your name on a cup. It’s why Spotify tells you your most-played song. And it’s why a well-timed, well-worded ad can feel like magic. 

Relevance says: "I see you. I know what you like. And I think you’ll like this too." 

It’s not about stalking. It’s about showing up with something useful. It’s manners, really. 

Industry Insight: The Brand That Nailed It 

Let’s talk about Bloom & Wild. They let people opt out of Mother’s Day emails—knowing it’s not a happy day for everyone. That is marketing relevance. It's understanding context. Being thoughtful. And guess what? People loved them for it. 

Not a clever slogan. Not a flashy ad. Just relevance, empathy, and timing. 

Real-Life Results: The Campaign That Didn’t Suck 

We worked with a tech startup flogging project management software. Their ads were vanilla. All features, no flavour. 

We helped them dig into their data. Turns out, their best leads were overwhelmed mid-level managers trying to hit deadlines without screaming into a pillow. So we rewrote everything with that person in mind. 

Result? CTR tripled. CPL dropped by 60%. And the brand? Sounded like someone you’d trust to help, not someone reading a sales deck out loud. 

Targeting Without Insight Is Just Expensive Guessing 

Look, you can throw money at Facebook and Google all you like. But if your message is off, you’re just paying to annoy people. 

That £500 could’ve gone on better targeting, sharper copy, or (hear us out) a marketing-focused CRM that stops you wasting money in the first place.

Testing Ad Relevance (Without Losing the Plot) 

You don’t need a lab coat. Just a curious mind and the right tools. 

Start with variations: 

• Change your headline. Does “Manage teams better” beat “Finally hit your deadlines”?

• Adjust your timing. Morning email or post-lunch scroll?

• Switch formats. Does a short video land better than a static image?

Then plug those insights back into UltimateCRM. Learn. Refine. Repeat. 

This isn’t A/B testing for testing’s sake. It’s learning what actually works—and binning what doesn’t. 

Relevance Isn’t a Nice-to-Have. It’s Survival. 

Your audience is busy. They’ve got inboxes full of fluff, social feeds full of sizzle, and more choice than ever. 

You can’t afford to waste their attention. And you definitely can’t afford to waste your ad spend. 

Relevant ads cut through. They connect. And most importantly, they convert. 

Relevance Isn’t a Nice-to-Have. It’s Survival. 

Your audience is busy. They’ve got inboxes full of fluff, social feeds full of sizzle, and more choice than ever. 

You can’t afford to waste their attention. And you definitely can’t afford to waste your ad spend. 

Relevant ads cut through. They connect. And most importantly, they convert.

The Real Cost of Irrelevant Ads 

Let’s talk brass tacks. Irrelevant ads aren’t just annoying. They’re expensive. And not just in a "cost per click" kind of way. Here’s what they’re really costing you: 

• Wasted ad spend. Every pound spent reaching someone who couldn’t care less is a pound that could’ve gone to someone who might.

• Lower engagement. Irrelevant ads don’t get clicks. They don’t start conversations. They don’t build relationships.

• Damaged brand perception. When you keep serving people irrelevant content, they don’t think “Oh well.” They think “This brand doesn’t get me.” Or worse: “This brand is annoying.”

• Audience fatigue. Show someone enough irrelevant ads and they’ll tune you out completely. Even when you finally get it right.

It’s death by a thousand tiny impressions. All because the message missed the mark. 

Relevance isn’t just good marketing. It’s efficient. Effective. And, crucially, it’s respectful.

Final Thoughts (and a Bit of British Honesty) 

You don’t need a bigger budget. You need better ads. And better ads start with better data, a clearer story, and a CRM that’s built for marketers—not spreadsheet enthusiasts. 

So, before you run another generic campaign “just to get something out”, ask yourself: 

• Who’s this for?

• What do they actually care about?

• Does this message deserve their time?

If it doesn’t, don’t send it. Fix it first. Or better yet—let us help you. 

📌 Before your next campaign flops harder than a pub quiz team with no general knowledge, book your FREE ad consultation. We’ll review your current strategy and show you how to make your ads smarter, sharper, and a whole lot more effective.