Customer Pain Points: How to Identify And Use Them in Marketing

What Customer Pain Points Are and How to Use Them in Marketing and Segmentation

As a paid ads specialist, I see this all the time—clients frustrated, wondering why their ads aren’t bringing results.

They don’t just want clicks; they want a steady stream of leads and paying customers.

The real challenge?

Finding someone who truly knows how to turn ad spend into real business growth.

Interior designers, numerologists, beauty experts—they’ve spent money on Facebook, Instagram, and Google Ads, only to see low engagement, high costs, and barely any sales.

They’re not alone. I’ve worked with so many business owners who feel like they’re throwing money into ads with nothing to show for it.

I have the right audience selected, so why isn’t anyone buying?

That’s the question I hear most.

The truth? It’s never just about targeting—it’s about messaging.

Most ads don’t convert because they don’t hit a real pain point.

People don’t care about your service; they care about their problem.

If your ad doesn’t make them stop and think, “That’s exactly what I need,” they’ll scroll right past.

Real Problems Clients Face (And How to Fix Them)

My ads are running, but no one’s clicking!

• One of my interior design clients was targeting homeowners, but her ad just said, “Need a home refresh? Book a consultation.” It wasn’t specific enough.
  Fix it: We switched it to “Feeling stuck with your home decor? Let’s transform your space without a full renovation.” Clicks and bookings went up instantly.

People see my ads, but they don’t convert.

• A numerologist I worked with was advertising “Get a personalized numerology reading,” but people weren’t booking.
  Fix it: We shifted the messaging to “Feeling lost in life? Your numbers reveal your purpose.” Suddenly, people felt like the reading could solve a personal struggle, and conversions increased.

My content gets no engagement.

• A beauty expert I helped was posting before-and-after skincare results but wasn’t getting interaction.
  Fix it: We reframed it as a problem-solution hook: “Struggling with dull skin? Here’s how to get glowing in 3 weeks.” Engagement and DMs shot up.

How to Make Your Ads & Content Work for You

✔ Speak to real frustrations. People don’t care about features; they care about how you’ll solve their problem.
✔ Make it feel personal. The best-performing ads and content make people feel like you’re talking directly to them.
✔ Test different angles. If something isn’t working, tweak the message until it clicks.

At the end of the day, ads don’t fail because of bad targeting.

They fail because they don’t make people care.

If you shift your focus to real problems, your content and ads will finally start converting.

What Are Customer Pain Points? (And Why They Matter More Than You Think)

A customer pain point isn’t just a minor inconvenience—it’s a deep frustration, problem, or challenge that pushes someone to take action.

Think about it: people don’t browse endlessly for solutions just for fun.

They’re searching because something isn’t working for them.

The bigger the problem, the more urgent the search—and the more likely they are to buy when they find the right solution.

Why Pain Points Are the Key to Selling Anything

Pain points are the real reason people click on ads, watch a video, or buy a product.

If your marketing speaks directly to a problem they’re actively trying to solve, they’ll pay attention.

✅Example: A woman struggling with acne won’t just browse skincare products randomly.

She’s googling solutions, watching TikToks on breakout fixes, and clicking on ads that promise real results.

If your ad speaks directly to that

Tired of acne that won’t go away? Here’s why your skincare isn’t working

—she’s hooked.

But if your ad just says, “New skincare with Vitamin C,” she’ll scroll past. No clear problem, no urgency, no action.

The stronger the pain point, the faster people look for a solution—and the more they’re willing to pay for one.

The 4 Main Types of Customer Pain Points

Not all frustrations are the same.

Understanding the type of pain point your audience has helps you craft the right message.

1. Financial Pain Points

• Customers feel like they’re paying too much or not getting enough value.
• Example: A small business owner spending too much on paid ads with no return. They need a solution that helps them get more leads for less.
• How to market to them: Focus on savings, ROI, or how your solution delivers better results for less money.

✔ Ad Example: “Tired of wasting money on ads that don’t convert? Get 3x more leads without increasing your budget.”

2. Productivity Pain Points ⏳

• Customers feel like something is taking too much time or effort.
• Example: A busy interior designer spending hours managing client bookings manually. They need a system that saves them time.
• How to market to them: Show how your solution makes life easier, faster, and more efficient.

✔ Ad Example: “Still scheduling client calls manually? Automate your bookings and get hours back in your day.”

3. Process Pain Points

• Customers find a process too complicated, frustrating, or outdated.
• Example: A numerologist struggling with complicated software to deliver reports to clients.
• How to market to them: Position your solution as simple, streamlined, and frustration-free.

✔ Ad Example: “Tired of confusing software? Deliver stunning numerology reports in minutes—no tech skills needed.”

4. Emotional Pain Points

• Customers are dealing with stress, frustration, or self-doubt.
• Example: A beauty expert trying to grow their Instagram but feeling invisible in a sea of influencers.
• How to market to them: Tap into their emotions and show how your solution helps them feel confident, empowered, or in control.

✔ Ad Example: “Struggling to grow on Instagram? Get the engagement and clients you deserve—with zero guesswork.”

Why Understanding Pain Points is Crucial for Marketing

Pain points shape the way people search, compare, and buy.

If your marketing speaks directly to their struggles, you cut through the noise and grab attention instantly.

Why Pain-Point Marketing Works

✔ It makes your messaging instantly relatable

• When you describe their exact frustration, customers feel like you “get” them—and that builds trust.

✔ It shifts the focus from selling to solving

• People don’t care about features; they care about fixing their problem as quickly and easily as possible.

✔ It creates urgency & drives action

• The bigger the frustration, the faster people look for a solution—and the more likely they are to buy right now.

Real-World Example: Weight-Loss Marketing

Think about weight-loss ads. They never lead with ingredients or formulas. Instead, they show:
✅The frustration – Struggling with diets that don’t work, feeling stuck, clothes not fitting.
✅The solution – A proven method that finally delivers results—without endless workouts or starvation.

That’s pain-point marketing. It taps into emotions, makes the problem feel real, and presents the product as the solution they’ve been waiting for.

How to Apply This to Your Own Marketing

• Instead of “We offer social media growth services,” say “Frustrated with low engagement? We help you attract real followers who actually convert.”
• Instead of “Our skincare has hyaluronic acid,” say “Tired of dry, dull skin? Get that dewy, hydrated glow in just 3 steps.”

When your audience sees their exact problem reflected in your marketing, they don’t just pay attention—they take action.

How to Use Pain Points in Segmentation (And Why It’s a Game-Changer)

Once you understand what’s frustrating your customers, the next step is segmentation.

Not all customers have the same struggles, so grouping them by pain points allows you to:

✔ Create ultra-targeted ads that speak directly to their biggest frustration.
✔ Personalize content that matches where they are in their decision-making journey.
✔ Optimize your sales funnel so customers only see the most relevant solutions—boosting conversions.

Segmenting Customers by Customer Pain Points

By segmenting your audience based on what they struggle with, you can craft messaging that feels like it was made just for them.

Here’s how:

Segment 1: Budget-Conscious Buyers (Financial Pain)

✅ Their struggle: Price is their biggest barrier—they want affordability, discounts, or proof that the investment is worth it.
✅ How to market to them: Emphasize cost savings, ROI, and limited-time offers.
✔ Example ad: “Tired of overpriced CRMs? Get all the features you need—at half the cost.”

Segment 2: Time-Strapped Professionals (Productivity Pain) ⏳

✅ Their struggle: They’re busy and overwhelmed. They don’t need more work—they need efficiency and automation.
✅ How to market to them: Highlight speed, ease, and hands-free solutions.
✔ Example ad: “Drowning in admin work? Automate scheduling and save 10+ hours a week.”

Segment 3: Overwhelmed Beginners (Process Pain)

✅ Their struggle: They don’t know where to start and feel lost in a complicated process.
✅ How to market to them: Offer step-by-step guidance, tutorials, and simple solutions.
✔ Example ad: “New to investing? Get a beginner-friendly guide to building wealth—no jargon, no stress.”

Segment 4: Frustrated Past Users (Support Pain)

✅ Their struggle: They’ve tried similar solutions before but were disappointed by bad service or confusing features.
✅ How to market to them: Focus on better customer support, a smoother experience, and real user success stories.
✔ Example ad: “Hated your last website builder? Ours comes with 24/7 support and a no-hassle setup.”

Bringing Pain-Point Segmentation to Life

Platforms like Google and Meta Ads allow you to target users based on behavior and intent.

✅Example: If someone searches “best budget email marketing tool”, don’t show them a generic software ad. Instead, serve an ad that directly addresses their pain point:

Stop overpaying for email marketing! Get the same features for 50% less.

That’s pain-point segmentation in action. The result? Higher engagement, lower ad costs, and more conversions.

The key takeaway? Stop marketing to everyone—market to the specific struggle your audience is facing. That’s how you turn clicks into customers.

Using Meta & Google Ads to Test Pain Points (The Smart Way to Find What Works)

The fastest way to know what actually resonates with your audience? Test it.

And the most effective tools for this? Meta (Facebook & Instagram) and Google Ads.

These platforms let you run real-time experiments to see which pain points drive the most clicks, engagement, and conversions.

Instead of guessing, you get hard data on what makes people take action.

How to Use Paid Ads for Pain-Point Testing

Step 1: Create Multiple Ad Variations with Different Pain Points

Not all pain points trigger the same reaction.

To find out what connects best, run ads that highlight different frustrations in your headlines and copy.

✔ Example test variations:
✅Productivity pain: “Struggling with slow marketing automation?”
✅Financial pain: “Wasting too much on overpriced CRM tools?”
✅Process pain: “Confused by complicated ad platforms?”

Pro Tip: Don’t just change one word—shift the entire angle to match different frustrations.

One audience might respond better to saving time, while another cares more about saving money.

Step 2: Run the Ads & Track Click-Through Rates (CTR)

The ad with the highest CTR tells you exactly which pain point hits hardest.

What to look for:

• High CTR = The pain point is real, and people care about solving it.
• Low CTR = The message isn’t strong enough, or it’s not a top priority for your audience.

Example: Let’s say an interior designer is testing ads:
✔ “Struggling to pick the right colors for your home?” – CTR: 1.2%
✔ “Worried your renovation will go over budget?” – CTR: 3.8%
✅Insight: The financial pain point is stronger—so focus on messaging around budget-friendly design solutions.

Step 3: Optimize Your Landing Pages to Match the Pain

Getting clicks isn’t enough—your landing page must continue the conversation.

If users clicked because they have a specific problem, your page must instantly confirm they’re in the right place.

✔ Example:

• If the ad said “Tired of overpriced CRM software?”, the landing page shouldn’t just say “Try our CRM.”
• Instead, it should immediately reinforce the pain point: “Most CRMs overcharge and underdeliver. Ours gives you everything you need for 50% less.”

Real-World Example: How HubSpot Nails Pain-Point Marketing

HubSpot doesn’t just run generic CRM ads saying “Try our software.” Instead, they tap into real frustrations:

Still using spreadsheets to track sales? There’s a better way.

Why does this work?
✔ It immediately addresses a common struggle (frustration with spreadsheets).
✔ It creates curiosity about the “better way.”
✔ It sets up a solution without needing to hard-sell.

Final Takeaway: Let the Data Decide

After 15+ years in digital marketing, one thing is clear:

The best marketing isn’t about your product. It’s about how well you understand people’s struggles.

Customers don’t wake up wanting to buy software, courses, or products. They wake up with a problem.

The businesses that speak directly to that pain—and provide a clear solution—will win.

If your marketing doesn’t address real pain, it’s just noise. Are you ready to make an impact?

Testing pain points isn’t about what you think will work—it’s about what actually drives action.

✅Run different angles to see what resonates.
✅Track results and double down on what converts.
✅Optimize landing pages so they continue solving the pain.

The faster you test, the faster you find the message that makes people buy.

That’s how you turn ads from a money pit into a profit machine.

Future-Proofing Your Business with Pain-Point Marketing

✔ AI will refine pain-point targeting – Ads will predict pain points before users even search.
✔ Personalized funnels will dominate – Websites and emails will auto-adapt based on user behavior.
✔ Emotional storytelling will matter more – Brands will need to create deeper connections through pain-driven messaging.

Businesses that focus on selling features will fade.

The ones that master pain-point marketing will own the future.