“All their ads were 35% off on GPS and health trackers. If your ad is just saying 'Get this disc this. This is what we do.' That's not speaking to someone's job to be done. But then I read one of their reviews and it was about this Siberian husky that had run off... If I saw an ad showing this I would have bought this years ago.”

Mine reviews for the breaking-point install moment, then restage it as your ad

Tractive sold dog GPS trackers via feature/discount ads and missed Daphne for years despite repeated lost-husky incidents. The unlock would have been an ad dramatizing the actual JTBD story — pulled directly from a customer review. Ads showing the rescue, not the SKU, convert latent buyers who don't yet know your category is their solution.