I’ve been running ads on and off for a while, and adult PPC has easily been one of the most confusing things to figure out. Some days clicks come in fine, other days it feels like everything just flatlines for no clear reason. I started wondering if I was missing something obvious, or if this is just how it goes for everyone.

The biggest pain point for me was seeing impressions without clicks. The ads were showing, money was being spent, but people just weren’t tapping through. At first, I blamed the traffic or the platform. Then I blamed the creatives. Then I blamed myself. Honestly, it was hard to tell what actually mattered and what didn’t.

What I noticed after testing small changes is that adult PPC seems way more sensitive than other niches. Tiny tweaks made bigger differences than I expected. For example, when my ad text was too vague, clicks were low. But when I got more specific about what the page actually offered, clicks improved. Not by a crazy amount, but enough to notice. On the flip side, when I tried being too clever or edgy, performance usually dropped.

Another thing that surprised me was how much landing pages affect clicks indirectly. Even though PPC is about ads, if people bounce fast, platforms seem to react. When I simplified my pages and removed distractions, my click-through rate slowly got better over time. It wasn’t instant, but it felt more stable.

Targeting also mattered more than I expected. Broad targeting looked nice on paper, but tighter targeting usually brought fewer impressions with better clicks. I stopped chasing volume and focused more on intent. That mindset shift alone helped me stress less about daily ups and downs.

I also learned not to copy what “top advertisers” claim works. A lot of advice sounds good but doesn’t always translate to your own setup. Testing small, boring changes consistently worked better for me than chasing big tricks or hacks.

If you’re still experimenting, reading how different platforms handle adult PPC can help shape expectations. I found this page useful when I was trying to understand the basics without the hype around adult PPC advertising, and it helped me think more realistically about clicks and behavior.

Overall, clicks improved once I treated adult PPC less like a magic switch and more like a slow adjustment process. It’s not exciting, but it’s less frustrating once you accept that.