5 Mistakes Sabotaging Your Facebook Ads & How to Fix Them

Running Facebook ads for your eCommerce business can be a game-changer, but sometimes it can feel like you’re putting in all the effort without seeing the returns.

If you’re feeling frustrated and wondering why your Facebook ads aren’t performing as well as you’d like, you’re not alone.

Let’s uncover the five common mistakes that might be sabotaging your ads and how to fix them, so you can get back to rocking your business!

1.Not Knowing Who You Are Talking To

The Mistake: One of the biggest mistakes I see with businesses running their own Facebook ads, is not having a clear understanding of who their target audience is. And if you don’t know who you’re trying to reach, your ads will miss the mark.

The Fix: Spend time defining your ideal customer. Think about their demographics, interests, pain points, shopping habits and behaviours. Once you know this, you can tailor your ads to speak directly to these personas, addressing their needs and desires

*In the last 12 months, Facebook has been moving us away from using niche interests to target segments of people. With this shift, we are now utilising broad targeting strategies with the power of Advantage Shopping Campaigns and Advantage+ audiences. That is why creative testing is SO important in todays Facebook ad landscape – because we are now doing our targeting via our creative variations.

Which brings me on to my next point…

2. Not Testing Enough Ad Creative

The Mistake: Using the same ad creative over and over without testing different variations can lead to ad fatigue and reduced effectiveness.

The Fix: Experiment with multiple versions of your ad creative. Try different images, videos, carousels, headlines, and ad copy to see what resonates best with your audience. Run A/B tests to compare performance and refine your approach based on the results.

*Remember, what works for one person, might not work for another – so the more creative we have to test with, the better your chances of Facebook ad success.

3. Making Too Many Changes Too Often To Your Ads

The Mistake: Constantly tweaking your Facebook ads can disrupt their performance and make it difficult to determine what’s actually working.

The Fix: Give your ads enough time to gather data before making adjustments. Aim for a minimum of 5-7 days of consistent performance before considering changes. When you do make changes, duplicate the ad you wish to turn off and alter only one element at a time (e.g copy or creative) so you can accurately measure the impact of each adjustment.

4. Your Facebook Ad Copy Isn’t Strong Enough

The Mistake: Bland or uninspiring ad copy can fail to grab attention and compel users to take action. Remember, the average person sees between 4,000 and 10,000 ads in a single day! (Forbes) – so your Facebook ads have to work hard to break through the noise and stop the scroll.

The Fix: Craft compelling, attention-grabbing ad copy that speaks directly to your audience’s needs and emotions. Don’t sell the product, sell the transformation and the feeling you want them to feel.

Use strong headlines, clear benefits, and a powerful call to action. Don’t be afraid to inject some personality and urgency into your Facebook ads. Think about what makes your product special and why your audience should care.

If ad copy is something you struggle with, and often it is the thing that makes people procrastinate – this will absolutely cut your ad creation time in half.

5. Your Landing Pages Are Confusing

The Mistake: Even if your ads are perfect, a confusing landing page or a complicated checkout process can lead to lost sales. Remember, it is your Facebook and Instagram ads job to get people to your website, but it is your websites job to convert them and get the sale!

The Fix: Ensure that your landing pages are clear, concise, and aligned with your Facebook ad’s message. Make it easy for visitors to find what they’re looking for and take the desired action. Streamline your checkout process by removing unnecessary steps, offering multiple payment options, and ensuring your site is mobile-friendly.

If you feel like your website could do with some optimisations, I have a handy checklist that will help you get this done in a jiffy! It is part of my Facebook Ads foundation course, which you can check out here.


Running successful Facebook ads is about more than just clicking “boost.” It requires understanding your audience, testing different creatives, being patient with changes, crafting compelling ad copy, and ensuring a seamless experience from ad click to purchase.

By addressing these common mistakes, you’ll be well on your way to maximising your Facebook ad performance. Remember, it’s all about working smarter, not harder, so you can continue to grow your business without sacrificing precious time with your family.

Here’s to making your Facebook ads work as hard as you do!

If you have any questions or would like to talk about your Facebook ads strategy, please send me a message on Instagram (I love to hang out there) or book a free call with me here.

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By downloading my guide, you agree to receiving an occasional newsletter that details helpful tips and tricks. I promise not to spam you and you can unsubscribe at ANY time! I will never sell your details to third parties and will guard it with my life.