This is Why Your Facebook Ads Aren’t Selling

In 2020, Facebook announced that its platform was used to promote its products and services by ten million active advertisers, a three million increase over the last year.

Facebook continues to introduce new features which add to its complexity to better serve a wider variety of businesses using the ad platform.

More complexity can lead to more Facebook ad errors reducing the effectiveness of the campaign. Finally, this leads advertisers to conclude that Facebook ads aren’t valuable or unsuitable for their company — that is far from the truth.

Continue reading to find out about some of Facebook’s most common ad errors. These could make you look unprofessional, lead to inefficiencies or slow growth.

Not having clear goals

For every campaign to succeed, a clear, measurable objective is important. Is your publicity objective:

  • Improved traffic on the website?
  • Getting more leads from the landing page of the lead magnet?
  • Do a one-off promotion for a specific product’s immediate sales bump?

At the end of the campaign, you will not have a wasted budget, with a clear objective supported by an action plan.

No unique proposal or apparent value

Another strange rookie error is overlooking the unique value proposition of your campaign. “Why” does someone have to do business with you and not your competitors? Answer to their value proposal. Without this, you will not convey the instant “aha!” which is an ideal, powerful ad.

For a proposal for a clear value:

Crisply describe the unique advantages or results from a click on the landing page.

Use visual images relevant to your product, such as a happy customer.

Write a concisely comprehensible copy.

Test your ad type, visuals and copy to understand the best way to make your value statement.

Losing sight of your target audience

With Facebook ads, you can reach a population of 2.14 billion. A malfunction can be a waste of resources and potential.

Facebook ad errors: percentage of people over 12 on Facebook

With a mistake, all your efforts to create publicity are wasted on an audience that has little or no interest in what you can offer.

Through interesting content such as blog posts and infographics, you can heat up your audiences and focus them on your product, such as free trials or demonstrations. Finally, rearguard visitors who were interested in closing the sale, possibly with a limited time to ignite an emergency.

Using the wrong Ad Type for your content

Another reason why Your Facebook Ads Aren’t Selling is because you use the wrong formats for your ad. Like a complicated restaurant menu, the ad options on Facebook may cause confusion and lead to mistaken ad choices.

Facebook offers different ad options, including:

  • Photos 
  • Videos
  • Carousel (multiple images or videos in one ad)
  • Slideshows
  • Canvas
  • Collections (a single ad to showcase multiple products)

You must then choose your ad placement and placement, and determine the ad type based on your goals. Including:

  • Lead advertisements: use a prepaid form to capture information for the audience.
  • Link ads: link back to your CTA website, like Sign Up, Download, Learn More, Shop Now, and so on.
  • Dynamic ads: use a template where the ad creative is automatically tailored to your website’s products.

For instance, if you have a small budget, desktop ads are probably not your best bet as they can be costly (ROAS). Mobile ads conversion is lower but cost effective for promotion of top-of-the-top contents.

Each ad type has its advantages and disadvantages. Search for the right type to your business.

Too much publicity 

You could create too complex ad accounts full of campaigns.

This reduces your creative efficiency and increases confusion. How your overall publicity budget is spent becomes difficult to track.

Isn’t the solution simple and obvious? Tidy up your account. Reduce the number of ads and have a large budget for each ad, so Facebook can power your ads to improve ROI efficiently.

Lack of what’s trending

Social media lets you show your brand’s “human” side. To make your ad visuals more affordable, accessible and ultimately clickable, the production of original content and funny GIFs can be a great way.

Your social media friends are Memes and other silly, shareable content. You may leave lots of money on the table if you do not try out such viral value content in your ad creatives.

Focusing too much on hard selling

Don’t be wrong. Facebook ads are mainly a way of selling more, but nobody wants a brand that pushes its product constantly.

It just means not that you invest in a paid ad just about the end of your sales funnel, i.e. the “ready to buy” or decision-making phase.

It’s better to align your campaign with all your sales funnel.

Thus a three-step ad sequence with separate awareness creative (guides, videos, checklist, etc), consideration (case studies, free trials, demos, etc.) and decision-making (limited-time discounts, replacement of abandoned carts, etc) works better.

Simply put, use your ads to connect with your public, not just directly sell it.

Forgetting to optimize for different systems

More than 98% of active user accounts accessed Facebook worldwide via mobile devices in January 2021. 79.9% of Facebook users only use a mobile device to access the platform, never on their computers.

You are missing out if you do not optimise your mobile ad creatively!

The success of social media marketing means strong visuals. Make sure you do not use pictures that do not match the ad message or stock photos.

Just go for super-relevant, high quality images, which reinforce the core point of your ads and your landing page. For the correct positioning, use the right image size:

1,080 x 1,080px: Facebook Search Results, Facebook Feed.

1,200 x 1,200px: Facebook Right Column, Facebook Instant Articles.

Sponsored message 1200 x 628px

1,080×1,920px: stories of Facebook

Ignoring Localization

Another reason why Your Facebook Ads Aren’t Selling is the localization feature which is not used and can be considered one of the most common errors, particularly for small businesses serving on multiple markets but are not large enough for global Facebook pages.

Their communications, instead, can cause confusion in two or more languages in one post.

It is easy to use the location tool. You may limit your announcement to a certain location or publish the same ad in multiple languages which are common to all.

Make sure you know exactly where you want your ads to be served. If not, you will simply waste your budget on people with whom you cannot do business.

Not taking into account the social profit

The process of selling products directly on social media platforms is social trade. instead of wondering why your Facebook Ads Aren’t Selling try to communicate with your audience. You can say, browse and compare products on Facebook and then make your purchase on Facebook itself.

Users can easily communicate commercial information on Facebook through liking or sharing products and purchases on their network.

To achieve commercial benefits, you can use existing Facebook relationships. This means further transactions (whether commercial or actual sales) and loyalty to customers.

Content-to-Platform malfunction

Lookalike audiences help you find other ways, such as a client list, website traffic or other engaged audiences, that is similar to the source you control.

You can use your similar audiences to provide Facebook ads to people who’re great for your Offline Customers, most committed leads or top value subscribers. Make sure your source audience has at least 1,000 people.

Start pixel buying event actions with custom audiences, for example. If the customer value matrix is insufficient, use your website traffic, your video viewers, the page you want, etc.

The 80/20 Rule 

On Facebook, don’t do everything about you. Tone it down to less than 20 percent and make your audience 80 percent.

Upload good contents you want to see; things to your advantage. Don’t be on your big features all the time. Instead of talking to your public, try to spark two-way communication and make personal links with your ads.


These are some of Facebook’s most common ad errors to avoid. If you avoid the above errors, you’ll realise the real potential of Facebook ads in terms of a new flow of visitors and leaders, more committed customers and more income.

Do you make any of these ad errors on Facebook at the moment? If so, it’s time to correct it!

Do you want to scale your business using Facebook ads? Book a call with one of our business experts here