Ad Spend strategy – If there’s one phrase that echoes through countless childhood memories, it’s this classic dad-ism: “Turn off the lights!” Whether you were leaving a room for just five seconds or heading out for the day, Dad never missed a chance to remind you not to waste electricity. It wasn’t just about saving a few cents on the utility bill — it was about instilling a sense of responsibility, efficiency, and mindfulness about what we use and how we use it.
As we celebrate Father’s Day, let’s take a moment to appreciate the wisdom hidden in that simple phrase and apply it to something you may not have thought of before—your marketing campaigns. Yes, that same “turn off the lights” mantra holds powerful relevance for your digital ad spend strategy.
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Wasted Budget is Wasted Opportunity
Much like leaving the lights on in every room of the house racks up the electricity bill, letting underperforming keywords, placements, or audience segments run unchecked in your paid ad campaigns can quietly drain your budget. It’s easy to “set and forget” campaigns and assume they’re doing their job, but without regular optimisation, you may be pouring money into clicks that never convert.
Think of your budget like your dad’s electric bill. Every dollar should be accounted for. Are you spending wisely? Are your keywords pulling their weight? Are your audiences engaged, or are you just broadcasting into the void?
“Tighten it up” – A Classic Dad Move
Dad wouldn’t let you get away with sloppy work, and your ad campaigns shouldn’t get a free pass either. Now is the perfect time to “tighten it up.” Go back through your Google Ads, Meta Ads, or any other platform you use, and review the performance metrics. Pause low-performing keywords. Refine your audience targeting. Improve your ad copy. Just like Dad expected your chores to be done right, your marketing strategy should be just as disciplined.
Ask yourself:
- Are we tracking conversions accurately?
- Is there a clear return on ad spend (ROAS)?
- Are we targeting the right customer personas?
- Have we set up exclusion lists to avoid overlap and redundancy?
Optimising campaigns doesn’t mean doing more—it means doing what works, better. Your goal should be to make every click count. It’s not about flooding the market with your message, it’s about turning the light on where it matters most.
Every Click Should Work as Hard as Dad Did
Let’s be honest—Dads are some of the hardest workers around. Whether it was fixing a leaky faucet on the weekend, coaching a little league team, or grinding through long hours at work, fathers lead by example. Every bit of effort served a purpose. Your marketing should follow the same principle. Don’t run campaigns that are “just okay.” Run ones that are strategic, intentional, and optimised for impact.
If a keyword hasn’t driven a conversion in weeks, cut it. If an audience segment has low engagement and high cost-per-click, exclude it. If an ad creative is stale and your click-through rate is dropping, refresh it. Waste is the enemy of progress—just like leaving the AC on with the windows open would have driven Dad up the wall.
Marketing Efficiency is a Form of Respect
We show our appreciation for the dads and father figures who taught us life lessons—some directly, others through everyday habits. Honouring their example doesn’t just mean buying a gift or making a phone call (though those are great!). It can also mean adopting their principles into how we lead, build, and grow.
Marketing efficiency is ultimately a form of respect—for your team, your budget, your customers, and your mission. You’re demonstrating that you value every resource you’ve been given and that you’re not willing to waste effort on what doesn’t bring value.
See how Click Return can drive more traffic to your website
- Social Media Marketing: Amplify your key message, increasing traffic and sales.
- Search Engine Optimisation: Grow your SEO traffic and enjoy visible results.
- Pay Per Click Advertising: Smart paid strategies with guaranteed ROI.
So This Father’s Day…
Think of your ad spend account like your childhood bedroom with the lights still on. Would Dad be okay with it? Or would he shout from downstairs, “Turn off the lights!”
This Father’s Day, channel that wisdom. Audit your campaigns. Remove the excess. Refocus your efforts. Use the tools and data you have to guide your decisions — and make sure every click is working as hard as it should be.
For more information on your Ad Spend strategy contact Click Return.
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