One explanation is that the ads/marketing is managed by a completely different "silo" in the business than the website itself. It may even be outsourced to a se

One explanation is that the ads/marketing is managed by a completely different "silo" in the business than the website itself. It may even be outsourced to a separate company. When it comes to ads/marketing, it is good enough to make others believe they are driving sales/conversions - whether it actually does is irrelevant as long as everyone believes it does and keeps pouring money into it.