A perverse incentive is an incentive that has an unintended and undesirable result that is contrary to the intentions of its designers.

Just because your target market is hard to reach doesn't mean it is perverse incentive or strategy failure.

More adds may drive some targets to alternatives, but as long as you make up the difference with the remaining eyeballs, it is a net win and not perverse.

To be perverse, you would have to show that you can make more sales with fewer ads