When Facebook ads don't work, it's rarely bad luck. It's usually one of a few predictable mistakes. Here are the seven we see most, and how to fix each.
1. You boosted a post instead of building an ad
The Boost button creates an engagement ad that chases likes, not leads. Use Ads Manager and choose a conversion or lead objective so the platform optimises for outcomes that matter.
2. Your targeting is too broad or too narrow
Spraying everyone wastes money, while a tiny audience fatigues fast. Aim for a well-defined audience with enough size to let the algorithm learn.
3. The creative doesn't stop the scroll
On Meta, creative is the biggest lever. If the first second doesn't grab attention with a clear problem or outcome, nothing else matters. Test several distinct angles.
4. Weak or vague offer
"Contact us" rarely converts. Give people a specific, valuable reason to act now.
5. No tracking
Without the Meta Pixel firing on real conversions, you can't optimise or even know what's working. Fix this first.
6. You judge too soon
Killing ads before they exit the learning phase means you never see what could have worked. Give campaigns enough data before deciding.
7. Follow-up is missing
Even great ads fail if leads go cold. Reply fast and consistently, or you're paying to fill a bucket with a hole in it.
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