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Better to maximize impressions than conversions?
Posted by on February 22, 2026 at 4:18 amI have been doing a lot of thinking lately after reading 'How Brands Grow' and other readings about how advertising really works and why it's effective.
What everyone seems to say in a nutshell is that repetitive, consistent brand advertising creates memory for prospects. When someone is ready to buy something in your category or consume your content, your name will be shortlisted in their mind.
Another common conclusion is that ads can't drive someone down a funnel, because most people are not in market to buy and just because they see an ad, it doesn't move them down the funnel; although it may influence them to some degree.
Long story short, after failing with direct response advertising methods for several long sales cycle brands/services of my own (ad services, music brand, etc), it seems like conversion campaigns really only work if you have brand recognition.
I'm thinking of maximizing impressions (while managing ad fatigue) in order to build that 'household name' like presence, as it seems like it's more cost effective and will truly increase recognition/desire for my music brand.
It seems like this is actually the better strategy for all businesses (with varying frequency settings) because it truly makes you memorable and trustworthy.
Curious what you all think.
When is it best to just maximize impressions vs conversions?
Most trainings today focus on conversion strategies but I think those are very inefficient for things that aren't proven product categories, popular brands, or low priced easy products to buy.
For big businesses or high consideration brands/purchases it seems like building brand is vital for success and efficiency. Not sure why most trainings don't focus there.
And do you really need demand capture at that point if you have built enough awareness over time? People should naturally consider you and if your product/brand is good and is available it should not matter right?
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