The Ad Suppression Play

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🚀 The Ad Suppression Play: How Hiding Your Ads Can Drive More Sales

What if the key to higher conversions wasn’t more visibility—but controlled invisibility?

Customers who see your ad too many times without buying don’t need another reminder. They need a reason to act. The more predictable your brand feels, the easier it is for potential buyers to ignore you.

That’s where The Ad Suppression Play comes in—a strategy that removes highly engaged non-buyers from your ad funnel, forcing them to rediscover your brand organically. Instead of pushing harder, you pull back—creating curiosity, FOMO, and a stronger desire to buy.

Step 1: Remove Overexposed Non-Buyers from Ads

Not all engaged users are ready to buy. The ones most likely to ignore you are the ones who have seen too much.

Exclude from paid ads:

• Users who have seen your ad 8+ times without converting.
• Website visitors who have checked your product multiple times but never added to cart.
• Email subscribers who open your emails but never click through.

Removing them from ads doesn’t mean ignoring them—it means shifting them into a new discovery experience.

Step 2: Reintroduce Your Brand in Unpredictable Ways

Now that they aren’t seeing your ads, they need to “accidentally” rediscover your brand. This builds curiosity and makes your product feel fresh again.

• Reverse Retargeting – Push UGC and influencer content onto platforms like Reddit, TikTok, and Twitter, where they’ll see organic conversations about your brand.
• Cross-Brand Drops – Partner with a brand they already trust and feature your product in their email, loyalty program, or product bundles.
• Competitor Checkout Takeover – Run paid placements that target your audience at competitor checkout pages with an exclusive offer.

This shift makes it feel like they found you again, instead of being sold to.

Step 3: Reappear with a Different Narrative

Once they’ve gone through an ad-free period, bring back ads—but with a new angle.

• “This Just Sold Out… Here’s Your Last Shot” – Makes them feel like they almost missed out.
•  “You Didn’t Buy, But Others Did—Here’s Why” – Creates social proof and revalidates the product.
• “Exclusive for Past Visitors—Your VIP Access Is Open” – Turns hesitation into a special opportunity.

This approach makes your return feel like an event, not an ad rerun.

Control the Narrative, Don’t Just Repeat It. Suppression creates demand while excess exposure kills it—when ads become predictable, they get ignored, but unexpected reintroductions recapture attention. Customers don’t want to be pushed; they want to feel like they’re discovering something new.  If you want more conversions, don’t just show up—make them search for you. 

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🚀  Reel of the Day

What Works 

Instead of reinventing the wheel, Kizik taps into Khaby’s viral content—a recognizable and proven format that has already captured global attention.  

His presence instantly signals to viewers that this will be about overcomplicating vs. simplifying, making the message clear before he even speaks.  

The video perfectly demonstrates the core value of Kizik’s shoes: “No bending, no effort—just slide in.”The contrast (using a shoehorn vs. hands-free) makes the benefit obvious without needing a heavy explanation.  

Viewers familiar with Khaby’s meme instinctively associate Kizik’s shoes with effortless simplicity, boosting recall and shareability.  

Broader Insights

This isn’t just a celebrity endorsement—it’s an example of seamless influencer-brand synergy. The reel keeps it short, clear, and visual, relying on **demonstration over narration*—a technique that works exceptionally well in short-form video marketing. 

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰