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Facebook Ads That Don’t Convert [How to Fix Them]


Facebook Ads are one of the more popular advertising options for people who are in the business of social media or digital marketing—whether you’re a small business or a social media marketing agency.

In fact, about 92% of marketers claim to use Facebook Ads. However, there are still many who use Facebook Ads but they’re just not working. These people are often put off by this lack of ROI and turn to other marketing options instead of reassessing their approach to Facebook Ads.

One of the main reasons why your Facebook Ads aren’t converting is because they aren’t properly targeted. Facebook has a lot of very helpful and effective tools and options that can help you make sure your ads are shown to the people you want to see them—people in your niche and target demographic.

The main advantage of Facebook Ads and the reason why so many marketers favor this platform is that they provide you with the ability to target your ads so that they’re shown to a very precise audience. Knowing how to target your ads to a custom audience is very important, and luckily, it’s very easy as well.

Discovering the traits and characteristics of your ideal customer will give you the chance to set up your ads properly, so they’re shown to the right people. Once you do this, you will see a huge difference in your conversion rates.

In this article, I’m going to take you through the steps you need to take to fix your Facebook Ads and make sure that they convert.

How To Fix Facebook Ads That Don’t Convert

1. Create a Buyer Persona

Creating a buyer persona will help you figure out exactly who you will be targeting and what areas you need to be selecting when you target your Facebook Ads.

A buyer persona will map out an ‘avatar’ based on the traits, characteristics and demographics of your ideal customer designed for site conversion.

With your buyer persona, you need to determine:

  1.       Age and Gender
  2.       Location
  3.       Who/What influences them
  4.      Language
  5.      Interests/Hobbies

To properly flesh out your buyer person, here are some questions you should ask to further understand your prospective buyers when creating a buyer persona:

How much income do they generate?

What TV shows do they watch?

What devices do they use most?

These are all questions you should know about your customers if you want to be able to effectively target the right Facebook users.

2. Constantly Test Your AD

Facebook ads are not a “set it and forget it” type of thing. You constantly have to launch new ads with different headlines, copy, creatives, landing pages, and target audiences to find optimal performance.

If you want to get the best conversion rates, then you need to always be testing and see what works best, and where you can improve in future.

When it comes to your own campaigns, consider creating multiple variations of the same ad.

3. Measure Success of Ads

Of course, testing your ads won’t do you any good if you’re not measuring the success of the ads. You should be using the two metrics below to determine the success of a Facebook Ad.

ROAS (Return On Ad Spend) – also known as ROI or “Return On Investment,” this is how much you’re getting in return for your ad costs. This is a great measure of sense because it is a direct indication of what your ads are bringing in.

CPA (Cost Per Acquisition) – in most scenarios, this is referring to the Cost Per Website Purchase for an online marketer, or some other service or product you’re selling. This is the amount it costs to acquire a new website purchase/customer.

Another way to measure an ad’s performance is by looking at its CTR (Click Through Rate). CTR shows you how many people click on your ad after seeing your ad on their timeline. Low CTR means the ad is underperforming.

  • The average CTR on Facebook is 0.9%

One way to help increase CTR is to make your ad more clickworthy by placing a call-to-action within the image.

4. Be Aware of Platform Changes

Facebook Ads are practically changing every week. While this can be a bit of an effort to keep up with, it is also one of the things that makes Facebook such a great platform for marketers. They are constantly updating their tools to provide better services for marketers. New formats are added, metrics are changed and different tools come out that can help you better reach your prospective clients.

One way to cheat the learning curve is to copy your competitors. Find your largest competitor and study their ads. If you find an ad that has a lot of engagement (and is still running), consider that a high performer and take notes. They wouldn’t keep the ad running if it wasn’t making money!

5. Create High Quality Ads

Facebook has severely cracked down on ‘clickbait’ and misleading ads—they want to create a positive user experience, and you should too.

If Facebook deems your ad to be of low quality and not relevant to your audience, the ad will very quickly struggle to get impressions. This is an easy one to identify — Facebook lets you see the Relevance Score it assigns to each of your ads. Just add it to your Ads Manager column using the Column Customization options.

If your ad has a substantial amount of text in it, the number of impressions it receives will likely be throttled by Facebook, or you’ll end up paying a higher price to get continued delivery.

It is important to familiarize yourself with Facebook’s content policies to ensure all of your ads are compliant before planning out your campaign.

One way to cheat the learning curve is to copy your competitors. Find your largest competitor and study their ads. If you find an ad that has a lot of engagement (and is still running), consider that a high performer and take notes. They wouldn’t keep the ad running if it wasn’t making money!

6. Right Bidding Option and Right Amount

If you are using manual bidding (also known as setting a bid cap) then you need to make sure your bid is high enough.

Try significantly increasing your bid cap until you generate impressions. If this doesn’t work, switch to using Facebook’s automatic bidding option for a while. This will generate impressions and allow you to see the price you should be paying to win the auction.

If you’re running a digital marketing agency, be sure to give yourself enough of a budget for bidding when it comes to pricing your services or packages for your clients.

7. Make Sure Your Ads Look Good

Facebook is a very visual platform and you’ll want to make sure that your ads are good at catching the eyes of your custom audience.

Create visuals that draw the eye, and consider multiple formats for your ads, including video. Video accounts for a huge percentage of content shared, and it will definitely be to your advantage to consider this medium.

Facebook ads can be a great way to increase traffic numbers for your website especially when they’re done properly. The best and quickest way to improve performance is to make changes to your ad copy and properly targeting your ads so they are getting in front of the right users.

It is also crucial test multiple variations of the same ad and analyze the success of each version so that you can see what works best. To get higher conversion on your Facebook Ads you need to:

  • Improve CTR by creating click worthy ads by adding a CTA
  • Use the right bidding option and the budget
  • Create High quality ads
  • Be aware of changes to the platform – algorithms, insights, tools
  • Monitor ROI and CPA to ensure you are getting a return on investment

When you work on these factors, you will see results.

If you’re ready to learn how to take your digital marketing to the next level, then enroll in our Digital Marketing School to learn the skills you need to apply to your business online.

You can also follow us on YouTubeFacebook, and Instagram for helpful content daily, or head to our blog for educational free training that will help you take your business to the next level.

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