10 Common Mistakes in Facebook Ads And How to Fix Them

Running Facebook ads can feel like trying to juggle while riding a bike - you think you’ve got it, then suddenly the budget’s gone and the results aren’t what you hoped for. Don’t worry, you’re not alone. 

Businesses all over make the same mistakes when it comes to Facebook advertising. The good news? Most of these mistakes are easy to spot and even easier to fix once you know what’s really going wrong. 

Let’s break down 10 of the most common Facebook ad slip-ups - and how you can turn them around. 

1. Overly Broad Targeting

‘Everyone is a potential customer.’ Sounds good, right? Except on Facebook, broad targeting usually means wasted money. If you try to reach everyone, you’ll actually connect with no one. 

Narrow your audience. Use interests, locations, behaviors, and even custom audiences. Think about who actually buys from you - age, job type, location. Run ads that speak directly to that group, not the entire world. 

2.   Weak or Generic Ad Creatives

Running the same stock photo with generic text like “We’re the best - buy now. People scroll right past it. 

Use eye-catching visuals and short, punchy copy. Videos work wonders. So do behind-the-scenes shots, customer photos, or anything that looks real. The goal is to stop the scroll - then tell your story. 

3.   Lack of a Compelling Offer

Running an ad without a clear reason to click. ‘Check out our website’ isn’t an offer - it’s an invitation to ignore you. 

Give people something valuable. A discount, a free trial, or even just a limited-time perk. Make the reason to click obvious, urgent, and easy to understand. 

4.   No A/B Split Testing 

Throwing up one version of your ad and crossing your fingers. If it flops, you’re out of luck. 

Always test. Change one variable at a time - image, headline, audience. Run them side by side and see which performs better. Facebook’s algorithm rewards better-performing ads, so split testing isn’t just smart - it’s essential. 

5.  Poor Landing Page Alignment

Clicking on your ad takes people to your homepage, which has 10 different things going on. Confusion = drop-off. 

Send people to a landing page built specifically for that ad. If your ad promotes ‘20% off on winter jackets’, the page should be about……. winter jackets. Simple, focused, with one clear call-to-action. 

6.  Not Installing Facebook Pixel

Running ads blindly without tracking who clicked, who bought, or who came back. 

Install the Facebook Pixel on your website. It’s free, and it lets you track conversions, retarget visitors, and see what ads actually drive sales. Without it, you’re advertising in the dark. 

7.  No Retargeting Strategy

Only running ads for brand-new audiences. Meanwhile, people who visited your site yesterday but didn’t buy are gone forever. 

Retarget. Show ads to people who visited your site, clicked on a product, or even abandoned their cart. Retargeting people who already know you exist has higher chances of conversion than cold audiences. 

8.  Ignoring Mobile Optimization

Designing ads or landing pages for desktop exclusively. But here’s the kicker - most Facebook users scroll on their phones. 

Preview your ads on mobile before launching. Make sure text isn’t cut off, buttons are easy to tap, and landing pages load fast on a phone. If it looks clunky on mobile, you’re losing money. 

9.  Undefined Campaign Objectives

Simply boosting posts in the name of strategy or running ads without a pre-defined motive like sales, leads, or brand awareness. 

Make sure to formulate an ad strategy that aligns with your actual goals. If you’re aiming for more purchases, optimize your ad for conversions. Want leads? Run a lead generation campaign. Facebook’s algorithm works best when you’re clear about what you want. 

1 0.   Cutting Campaigns Too Early

Shutting an ad down after not seeing results in a few days. Or optimizing the campaign excessively and not giving them a chance to perform. 

You must practice patience here. You must be patient with Facebook’s algorithm. Let ads run through the ‘learning phase’ (usually a week or so, depending on budget). Make changes based on data, not impatience. 

Why Should You Pay Attention to Facebook Ads?

If you’re still on the fence about running Facebook ads, here are a few reasons why they deserve a spot in your marketing plans:
 

• Pinpoint Targeting 

You don’t have to shout into the void. Facebook lets you target zip code, interests, age, life events - even people who visited your website last week. 

• Measurable Results

Unlike flyers or billboards, you can actually see who clicked, who signed up, and who bought. No more ‘guessing’ if something worked. 

• Flexible Budgets

You don’t need thousands to get started. A modest daily spend can perform well if the strategy and creative are strong. 

• Retargeting Power

Someone checked out your site but didn’t buy? Facebook can put your ad right in front of them, reminding them to finish what they started. 

• Seasonal & Local Relevance

Run holiday specials, promote local events, or keep your brand visible in your own backyard without wasting money on people who’ll never buy from you. 

Facebook ads aren’t about yelling louder at the end of the day- they’re about reaching the right people, at the right time, with a message that resonates with your audience. 



Summing Up

Facebook ads aren’t a lottery ticket - you don’t just throw money at it and hope. It’s a system. When you target too broadly, skip testing, or ignore retargeting, you burn cash. But when you tighten up the basics - audience, creative, offer, tracking - you start to see steady, repeatable results. 

The beauty is, you don’t need to be perfect. Fix one mistake at a time. Start running ads that look human, that speak directly to your audience, and that lead to a clear next step. 

And remember: almost everyone messes up Facebook ads in the beginning. The difference between the ones who make it work and the ones who quit? They learned from the mistakes - and fixed them. 

Ready to Harness the Immense Capabilities of Facebook Ads?

If you’re running a business in New Jersey (or anywhere else), Facebook ads can be one of your most powerful tools. But only if you avoid these common traps and approach it strategically. 

Want help cutting through the trial-and-error stage? At Randle Media, we’ve helped businesses avoid these pitfalls and actually turn Facebook ads into profit machines. If you’re ready to run ads that work - let’s get in touch.