Why does a bad photo sink a good ad?

Because on a phone the decision takes a second, and a dark or generic plate does not say which venue it is or what to order. The ad copy does not rescue a photo that could be from another menu. Look at the ad at phone size, without zooming, and check whether the dish reads. The miss is running an ad on a flash photo and paying for clicks from people who never book. The ad opens on the hero of the real plate, cropped for that size.