By Moses Joshua 
Dan Campbell and John Morton aim to reignite third-down consistency as Lions chase next gear on offense
Finding the Missing Spark
The Detroit Lions have been one of the NFL’s most explosive teams in 2025, averaging more than 30 points per game — a mark shared by only two other franchises. Yet, despite the offensive fireworks, head coach Dan Campbell believes there’s another level this group hasn’t quite reached.
“Third down is the most glaring thing right now,” Campbell admitted this week. “We have to be better. … Those are things that Johnny (Morton) looked at (during the bye week), (and) myself. That’s been the big focus for us, is making sure we find a way to convert. … Nothing to panic over, but there’s certainly room to improve.”
Under first-year offensive coordinator John Morton, the Lions have mastered chunk plays and early-down rhythm — but their efficiency stalls when it matters most. Detroit currently converts 37.6% of third downs, ranking 22nd in the league. In three of their seven games this season, they’ve fallen below the NFL average of 39.1%.
Quarterback Jared Goff knows those missed chances can swing entire games.
“I think last week was a pretty good example of not being good enough in that area,” Goff said, referencing the team’s struggles against Tampa Bay. “If we had converted a few more of those, the game is maybe a little bit different.”
A Deeper Dive During the Bye
During the bye week, Detroit’s coaching staff went into what Campbell called a “self-scouting phase,” dissecting every nuance of the offense’s rhythm. Each assistant examined their group’s role in the third-down inefficiency, while Campbell oversaw the broader picture.
Assistant head coach and wide receivers coach Scottie Montgomery explained Campbell’s message clearly: “If we’re going to get better at third downs, it’s not going to be a scheme, it’s not going to be a player, it’s not going to be how we’re using a player. It’s going to be a collective whole.”
He added that the Lions are paying attention to every detail — from practice intensity to defensive simulation during drills — to ensure improvement shows up on game day.
Detroit has been among the most aggressive teams on fourth down, attempting nearly two per game. Yet Campbell emphasized that their issues on third down are independent of that aggression.
“Take those aside, we’re not good enough right now on third down,” Campbell said. “That’s what I do know.”
Unlocking More for Playmakers
Third-down success doesn’t just extend drives — it fuels opportunity. The Lions are averaging 60.6 plays per game, well below their pace from previous seasons when they ranked near the top of the league in offensive snaps.
That decline has limited touches for the team’s top weapons. Jameson Williams is averaging nearly two fewer touches and almost 30 fewer yards per game compared to last season. David Montgomery’s numbers are down as well, while rookie Isaac TeSlaa has seen minimal involvement despite logging over 100 offensive snaps.
“To really hum the way you want to, you’ve got to convert, man,” Campbell said. “You’ve got to convert third downs into first downs, or fourth downs into first downs. Because now you’ve got another four plays — three to four plays — and then so on and so forth. … We are not getting the plays that we normally get because we have not converted like we should.”
The Road Ahead
With a refreshed roster and a sharper focus, the Lions are hoping their bye-week adjustments translate immediately into results. A more efficient offense could be the difference between being a contender and a championship-caliber team down the stretch.
Campbell’s message remains simple but unwavering: Detroit’s offense doesn’t need reinvention — just refinement. If the Lions can rediscover their third-down rhythm, the rest of the NFC might soon have another reason to worry.