"Price is never the issue, unless it is the issue. And when price is the issue, it is the only issue."
From the book, Becoming Preferred, by Michael Vickers.
If your business is based on the lowest price the road to profit is a long climb. There will always be somebody who will sell for less and you will find yourself cutting your profit margin to compete.
When your ads focus on lowest price you are simply telling the buying public to shop around. Instead your ads should focus on why the buying public should buy from you. When what you sell solves a problem or fills a need, price is not the deciding factor.
When price is the issue, it is the only issue and there will always be a Walmart to undercut you.