Running paid ads to a leaky website is one of the most expensive mistakes a Nigerian SME can make. Every naira you spend on Google Ads, Meta Ads, or LinkedIn Ads sends a visitor to your site. If that visitor lands and immediately leaves, you've paid for a glance — not a customer.
The Audit Before the Spend
Before you authorise a single ad campaign, do these five free fixes. They take a weekend and they'll lift your conversion rate before you write a single ad headline.
- Test your mobile site on a real phone. 70% of Nigerian web traffic is mobile. If your site doesn't load in under 3 seconds on a phone, fix this first.
- Make your phone number tappable. Wrap it in
<a href="tel:+234...">. Click-to-call is the highest-converting CTA on most service sites. - Add a contact form that actually sends. Test it. Send a form to yourself. If you don't receive it in 30 seconds, your form is broken and you don't know.
- Show real prices, or at least a range. Visitors who can't see what you charge bounce. "Starting from ₦150,000" beats "Contact us for pricing" every single time.
- Put three real photos of your work. Not stock images. Not logos. Actual photos. Trust is built in seconds.
Now Run the Ads
Once these five are sorted, your ad budget works two to three times harder. The same campaign on a fixed site produces 2-3× the leads of the broken one. This isn't theory — it's what happens every time we run the comparison.
"Nothing escapes notice." — Veridian