What Should Your Crypto Ads Actually Be Doing?

If you're running a crypto project or platform, chances are you've asked this before —  Should I focus on awareness, engagement, or conversions?  It seems like a simple choice, but the answer isn't always clear. Especially in the fast-moving world of blockchain and web3, where audiences change quickly and trust is a constant hurdle.

You may already know what you  want  from your ads—more users, more signups, or better brand visibility. But wanting and getting are two very different things.

This is where many crypto advertisers hit a wall.

Running Ads with No Clear Outcome

Here's a common situation.

You launch a campaign. You choose a few keywords, throw in some images, maybe a short video, and run it across a few platforms. You check the results in a few days and see… not much. A few clicks. No real signups. No real movement.

Was it the ad? The audience? The platform?

What most advertisers miss isn't creativity or budget—it's  clarity . Clarity about  what your ad is supposed to do.

That's the first real pain point:  Not knowing which objective is right for your stage of growth.

What I Learned From a Stalled Campaign

Last year, I worked with a mid-sized DeFi platform that wanted to grow fast. They poured money into digital ads, mostly aimed at conversions. It made sense—they wanted more wallet signups and user deposits.

But here’s what happened: the campaign didn’t convert well. The cost per lead was high. Worse, the leads weren’t sticking around.

After digging deeper, we realized something important—no one knew who they were yet.

They were trying to convert before building trust or engagement.

So we stepped back. For the next 30 days, we ran awareness-focused campaigns instead: short explainer videos, clean banners with soft branding, and some subtle product teases.

We didn’t push them to “sign up now.” Instead, we aimed for recognition.

By month two, when we reintroduced conversion-focused ads, the cost per lead dropped by 43%. Why? Because people had seen the brand already. It felt familiar. Safe. Even interesting.

Different Goals Work at Different Times

There’s no single “best” crypto ad objective—but there is a best one for where you are right now.

Let’s break it down in plain terms:

Brand Awareness

This is about being seen.
If your project is new, if no one knows your name, or if you’re entering a fresh market—this should be your starting point.

Awareness ads usually look like this:

• Display banners.
• Short video teasers
• Light educational pieces

Think of this as saying, “Hey, we exist. Take a look.”

Engagement

This is about getting a reaction.
If people already know your name but don’t interact with you, engagement is your next step. You want them to click, comment, ask questions, or visit your site.

Great engagement tactics might include:

• Polls or QA campaigns
• Interactive ad formats
• Event promotions (like token launches)

Now you’re saying, “We’re interesting. Let’s connect.”

Conversions

This is about action.
If your traffic is warm—meaning people know you and have shown interest—then you can guide them toward a signup, a download, or a payment.

Conversion ads are direct:

• “Join our waitlist.”
• “Claim your airdrop.”
• “Start staking now.”

You’re now saying, “Let’s make this official.”

But What If You’re Not Sure?

Here’s the good news: you don’t have to guess. You can start small, test fast, and shift based on how people respond.

For example, if you’re just entering the market, try launching a brand awareness campaign using a small budget. See how people react. Do they click through? Do they search for your name afterward?

If yes — great. Time to slowly move toward engagement.

If not — tweak your messaging or visuals. Try again.

And if you’re already past the awareness stage, and you’ve got a Telegram group or Twitter/X following, try some conversion ads to see if they’re ready to act.

The beauty of digital ads, especially on performance-focused networks, is that you can move fast without burning cash.

? One low-risk way to try this is to  launch a test campaign  on a crypto-specific ad network like 7SearchPPC. You can try awareness ads for one project and conversion ads for another—and see which delivers ROI faster.

Your Strategy Doesn't Need to Be Complicated

If you've been feeling stuck or overwhelmed by crypto ad choices, take this to heart:

Simple works. You don't need massive funnels or viral hacks. You need to pick  one goal , make sure it fits your current position, and measure results honestly.

If no one knows you, get known. If they know you but don't care—start engaging. If they know and like you, invite them to convert.

That's it.

A Calm Recap (No Buzzwords, Just Logic)

Here's what we covered, quickly:

• Crypto advertising is difficult when goals are unclear.
• Many fail by trying to convert too early.
• Awareness → Engagement → Conversion is a natural flow.
• You can test which goal fits you best without blowing your budget.
• A small test campaign can show you more than weeks of guessing.

Conclusion

Most of us—in crypto or beyond—want fast results. But in web3 especially, the audience is cautious, sometimes skeptical, and often flooded with options. Rushing them towards conversion is like asking for a second date before saying hello.

Start slow. Build trust. Guide them through the journey.

You don't need a massive marketing team to do this—just a bit of clarity, a simple plan, and the right platform to run it on.