Boost Your Facebook Ad Performance: 9 Mistakes to Avoid

Facebook is a perfect platform for businesses to promote their services and products.

Improving Facebook Ad performance can micro-target audience, encourage customer loyalty, and find new leads so that you reach more people.

You must avoid typical Facebook ad errors if you want your advertising to succeed.

9 common Facebook ad errors are covered on this page:


Common Facebook Ad Errors and Fixing Facebook Ad Issues

1) Targeting the Wrong Audience

If the ads are not well-targeted, those who may not find them relevant could come across them on social media.

Having a clear understanding of the qualities and attributes of your ideal client will enable you to target the proper audience.

When creating your buyer persona, you should include the following details:

• Location;

• Age and gender;

• What or who drives them

• Language

• Interests and hobbies

Your ads will not be effective if you target the wrong audience. To find out more about their demographics, and hobbies utilise Facebook insights.

2)    Setting Unrealistic Goals

What makes Business Goals so Important? Business objectives provide your marketing initiatives with a distinct focus. Your goals have to be SMART—specific, measurable, realistic, relevant, and time-bound.

Choosing your Facebook ad objective is the first step in developing your campaign. The six campaign objectives on Facebook are Leads, App Promotion, Awareness, Traffic, Engagement, and Sales.

3) Neglecting Ad Creatives

 If you want to stand out from the crowd and get people to notice your Facebook ads, it all comes down to creativity. Creative components are critical in Facebook advertising.

3.1. Types of ad campaigns

-   Image ads

- Video ads

- Slideshow ads

-   Stories ads

-   Instant Experience ads

- Carousel ads

-   Collection ads

3.2. Tips to help you create compelling Facebook ad creatives:

  •  Understand Your Audience
  •  Use Compelling Visuals
  • Concise and Clear Messaging
  • Utilize Facebook Ad Formats
  • Test different versions of your ads (e.g., images, headlines, CTAs)
  • Leverage User-Generated Content (UGC)
  • Incorporate Offers and Promotions
  • Use Facebook’s Creative Tools
  • Focus on Mobile Experience
  • Use interactive elements

4) Ignoring A/B Testing

 You can test two versions of an advertising strategy with A/B testing, by elements such as location, audience, ad content, and graphics. Once we're certain that nobody sees both versions, we present each version to a subset of your audience and compare the outcomes to determine which version performs better.

4.1. A/B testing is important for Facebook advertising for many reasons:

-   Data-Driven Decision Making

-   Optimizing Ad Performance

-   Understanding Your Audience

4.2. The split testing elements come under the following categories:

  • Creative (variables to test: ad design, headline, ad copy, CTA copy or design, etc.)
  • Delivery Optimization (variables to test: delivery optimization type, bid strategy or delivery type)
  • Audience (variables to test: audience age, gender, interests, saved audience vs custom audience, custom audience vs lookalike audience, etc.)
  • Placement (variables to test: automatic placements vs edit placements, desktop vs mobile, etc.)

4.3. How to Conduct A/B Testing in Facebook Advertising

  •  Define Your Goals
  •  Create Variations
  •  Set Your Test
  •  Monitor and Analyze
  •  Optimise and Scale

 5) Not Tracking and Analyzing Results

Ad performance tracking and analysis are essential for evaluation. It helps in comparison, improvement, and budget optimization,

5.1. Different metrics

  • Impressions
  •  Click-through rate (CTR)
  •  Return on ad spend (ROAS)
  •  Engagements
  •  Cost per action (CPA)
  • Analyzing Ad Campaign Results
  • Optimizing Ad Performance and Budget Allocation
  • Utilizing Third-Party Tools for Advanced Analysis

Tracking the total number of actions viewers take for the Facebook campaign you run, could be deceiving.

So, Set up Facebook Pixel and Conversion Tracking to measure the performance of Facebook ads.

6) Wasting Budget on Irrelevant Placements

By understanding the different placement options, Optimize Campaign Performance and reach your target audience at a more cost-effective rate.

6.1. Exploring Facebook Ads Placement Types

  •  News Feed
  •  Right Column
  •  Instant Articles
  •  In-Stream Videos
  •  Facebook Stories
  •  Ads on Facebook Reels
  •  Facebook Search Results
  •  Facebook Business Explore
  •  Facebook Marketplace

6.2. Facebook Ads Placement Optimization Tips

  •  Use Facebook’s Audience Insights
  • Consider your objective
  •  Customize ad creative
  •  Test different placements
  • Exclude irrelevant placements
  • Optimize bidding strategy

6.3. Consequences

  • Poor Return on Investment (ROI):
  •  Brand Dilution
  •  Inefficient Resource Allocation
  •  Inaccurate Data and Analysis
  •  Ad Fatigue
  •  Reduced Campaign Effectiveness
  • Damaged Relationships with Partners
  • Financial Strain
  • Long-Term Impact on Marketing Strategy


7)    Not Utilising Facebook Ads Tools

7.1. Facebook Ads Manager

Features: Ad creation, audience targeting, budget management, performance tracking, and A/B testing.

7.2. Facebook Business Suite (Meta Business Suite)

Features: scheduling of posts, messages, analytics, ad management, etc.

7.3. Facebook Audience Insights

Features: Detailed insights on age, gender, location, interests, and Facebook activity.

 7.4. Facebook Pixel

Features: Conversion tracking, audience building, and retargeting.

Benefits: Provides data on how users interact with your site, optimizing ad delivery and measuring effectiveness.

7.5. Facebook Creative Hub

Features: Ad mockups, creative inspiration, and sharing capabilities.

Benefits: Enables collaboration and experimentation with different ad formats and creatives before launching.

7.6. Facebook Ad Library

Features: Searchable archive of ads by keyword, page, or advertiser.

Benefits: Allows businesses to monitor competitors’ ads and understand industry trends.

7.7. Facebook Campaign Planner

Features: Audience reach estimates, budget recommendations, and potential outcomes.

Benefits: Assists in strategizing campaigns with predictive insights.

7.8 . Facebook Commerce Manager

Features: Catalog management, order processing, and sales insights.

Benefits: Supports e-commerce operations by integrating with Facebook Shops and Instagram Shopping.

7.9 . Facebook Attribution

Features: Cross-channel attribution, conversion paths, and performance reports.

Benefits: Provides a holistic view of how ads contribute to conversions, improving multi-channel strategies.

7.10  Facebook Page Insights

Features: Data on page performance, audience engagement, and post reach.

Benefits: Helps in understanding page interactions and optimizing content strategy.

7.11  Facebook Lead Ads

Functionality: Ad format specifically for collecting leads.

By leveraging Facebook Ads tools, businesses can achieve:

  •  Precise audience targeting and enhanced engagement through relevant and personalized ads.
  •  Improved ROI with cost-effective and optimized ad campaigns.
  • Comprehensive analytics for data-driven decision-making.
  • Scalability and flexibility to adapt campaigns to changing business needs.
  •  Enhanced retargeting strategies to convert potential customers.
  •  Increased brand awareness and recognition.
  • Valuable customer insights to inform marketing strategies.


8)    Ignoring Mobile Optimization

After the advent and emergence of Smartphones, mobile search is sure to experience skyrocketing growth.

According to stats, a whopping 40% of adult users in the US, searched for local businesses on their Smartphones.

Local businesses draw most of their prospects from mobile devices.


8.1 How to Create Mobile-Optimized Ads

  •  Choose The Right Ad Format
  •  Prioritize Visual Appeal:
  •  Optimize Ad Copy For Mobile:
  •  Streamline Landing Pages:
  •  Leverage Mobile-Friendly Ad Platforms:
  •  Utilize ad platforms that prioritize mobile optimization.
  •  Implement Geotargeting Strategies
  • Test And Iterate
  •  Monitor Performance Metrics

8.2 Facebook ad mobile optimization left unchecked can result in:

•      Reduced reach and engagement due to a significant portion of the audience using mobile devices.

•      Poor user experience that frustrates potential customers.

•      reduced conversion rates and wasteful ad spending.

•      Negative brand perception and loss of competitive advantage.

•      Inaccurate performance metrics leading to poor decision-making.

•      Missed opportunities to utilize mobile-friendly ad formats and creative approaches.

9)    Not Retargeting Website Visitors

Facebook retargeting ads can be highly beneficial for increasing sales by reaching out to an audience that's already interested in your brand. When combined with other elements of a well-rounded digital marketing strategy, retargeting can significantly drive conversions and revenue.


The Facebook advertising market is quite competitive. Without a plan set up, you risk having unclear objectives and metrics. You won't know if you're progressing as a consequence, and you'll lose time and money.

So, it's essential to stay away from these typical mistakes if you want to meet your advertising goals. By doing this, you may increase the campaigns' efficacy and optimize your return on investment. Keep an eye on ad performance over time to make sure you're accomplishing the objectives you set as you identify and fix important Facebook ad issues.

Need help with Facebook Ad Best Practices?  Get in touch with Social Media marketing companies in Bangalore