A high click rate can mean the hook won, not the product
Contrast, surprise and curiosity earn clicks without ever making clear what is being sold, or to whom. Creative with high clicks and low orders usually looks exactly like this. A quick test: mute it and watch the picture only — can you still tell what business this is?
A three-line checklist
Line one: what the creative promised. Line two: what the person who clicked expected. Line three: what the first reply actually delivered. When those three disagree, the problem is not media buying — it is the distance between them.
Write the audience as one sentence
If you cannot say in one sentence who this creative is for, better targeting only shows it to more of the wrong people. An audience is not an age and a country; it is a specific situation.
Change one layer at a time
Swap creative, audience and script together and an improvement tells you nothing about which change caused it. Hold two layers still, move one, and the test leaves a conclusion you can reuse.