If Facebook ads are done correctly, they will capture the reader’s attention, entice them to click on the ad, and eventually lead to a conversion.

If your Facebook ads don’t result in financial compensation or don’t connect with your customers, then what’s the point of spending money on them?

If your ads are not effective in reaching your ideal consumers, it is probably because you are making one or more of the following mistakes.

1. Mundane or inappropriate images

Images in Facebook ads receive 2.3 times more engagement than those without images. campaign. While using vibrant colors can be eye-catching, using blue and white together as a color scheme can be confusing as it is similar to Facebook’s branding.

Boring stock photographs won’t captivate anyone’s attention. An image that seems like a commercial for a product is probably going to turn people away.

The best ad images look like they naturally belong in a person’s Facebook News Feed, but are still eye-catching and relevant to the target audience.

There is no one perfect image that will always generate conversions. That’s why it’s important to test different images to see which ones generate the most conversions.

In a study, it was determined that the highest converting image types for Facebook ad campaigns were: happy women, colorful logos and headshots.

You might get more conversions if you use a photo of your customers actually using your product instead of a standard e-commerce photo with a white background. Feel free to experiment.

You can reduce your investment risk by split testing a series of images and scaling the one that converts the best.

2. Unspecific or incorrect targeting

Your ad will not be effective if you show it to an audience that is not interested in what you are offering.

Although it may seem that reaching a larger audience will produce better results, targeting a specific group is actually more effective.

Create a buyer profile for each campaign. Make sure to take down people’s demographic attributes, like age, income, and relationship status. Also, be sure to take note of their psychographic attributes, such as values, interests, and what problems they’re facing.

It is much easier to create an advert if you have a particular person in mind. Through a buyer profile, you can create ads that are tailored to an individual, making them more likely to convert.

3. A lack of trust

According to the study done by Zendesk, 9 out of 10 consumers said that they were influenced to make a purchase after seeing positive reviews. If you make promises that your consumers don’t think you can keep, they will not buy what you’re selling.

Once the consumer has clicked through to your landing page, trust-related issues may occur.

Insincere customer testimonials, unprofessional product photography, outdated site design, no terms and conditions, no refund policies, insufficient contact information, no payment symbols, and sales copy full of exaggeration can cause customers to lose trust in a company.

4. A lack of urgency

There always needs to be a reason for consumers to take action immediately, rather than wait.

Offers that are limited in time or quantity are an effective marketing tactic because they create a sense of urgency that encourages customers to make a purchase.

If you show that your type or price range of house listing is in short supply because lots of people want it, you are using social proof to communicate that your product is of high value.

5. Too much jargon

As a real estate professional or investor, you might get used to using industry-specific language to communicate. When marketing, use simpler terms if your audience is not as familiar with the technical aspects of your niche.

If a prospect is reading your ad and doesn’t understand the terminology, they will be less likely to convert. Use plain language in your ads and don’t make them difficult to understand.

6. You discuss features, not benefits

People usually buy things based on how they feel about it, rather than thinking about it logically. Take real estate listings for example. If you want people to view your listing for sale, focus on the emotional benefits it provides rather than the logical features.

Your customers are more likely to move forward based on the emotional reward they will receive, rather than its utility.

People buy a luxury watch to feel more important and to have a better sense of self. If people primarily bought watches based on how effective they were at keeping time, digital watches would outsell analog watches by ten to one.

7. You don’t examine the competition

If you want to create excellent Facebook ads, it will be much easier if you can learn from people who are more successful than you. You can learn about common patterns by studying the advertisements of other companies, even those in different industries.

You might notice that certain phrases crop up time and time again, such as:

  • Limited time offer
  • Hurry, offer ends
  • Just listed

You don’t need a complicated or sophisticated Facebook ad to be successful; you just need one that converts well. There’s no need to be afraid of taking inspiration from others who have been successful.

8. The tone of your ad is a mismatch for your audience

The language and tone of the ad should reflect the needs of the audience in your niche market.

It’s important to learn the levels of formality, speech styles, and vocabulary of your target audience so you can replicate their communication styles in your ad and sales copy.

9. The landing page isn’t designed to convert

Facebook ads are a great way to increase traffic to your landing page and convert that traffic into customers. It’s where you want your visitors to be directed after they see your ads.

If you have a poor landing page, it will prevent people from converting. It’s a more common issue than you might think. Given that people are taught to invest significant time and resources into creating ads, it is essential that landing pages are also implemented correctly.

By understanding how to connect your landing page with the ads you are running, you can improve your conversions significantly.

10. Landing page doesn’t match the ad

Think of the last time that you clicked on a Facebook ad. Did you visit a landing page? If you landed on the page, it means that you were interested in the product or service in the first place. The landing page just confirms your interest.

The landing page is the page that users are taken to after clicking on an ad. In order for a landing page to be effective, it must be relevant to the ad that the user clicked on.

A well-connected landing page and ad can demonstrate to consumers that the business is reliable and has high-quality presentation, which are things that consumers look for to distinguish average ads from those created by the competition.

11. No story or excitement around the offer

It doesn’t matter how many offers you provide to users, they will always choose the one that is best for them. If people are not excited about your offer, then most people will not be interested in it.

The mood of an ad should be consistent, but it should also be either interesting, exciting, insightful, or urgent.

If you want to increase conversions, create ads and landing pages that will pique your audience’s curiosity. A good way to make your content more engaging is to use images, videos, and interesting text.

Ads that are dull and uninteresting will give customers the same feeling. This usually results in advertisement failure due to a lack of clicks and visits to your landing page.

12. Weak CTA (call to action)

A call to action is a statement or phrase that encourages a reader, viewer, or listener to do something. Creating an effective call to action can be difficult to do on your ads and landing page. You don’t want your CTA to sound rude or too obvious.

Your CTA shouldn’t just repeat what’s already in your ad or on your landing page.

CTAs should direct users to take an action, such as purchasing a product or visiting a location. It’s important that Calls to Action don’t sound aggressive or desperate.

You’ll see how troublesome this issue can be if you take a look at some of the call to actions on Facebook.

Making demands in your ads too often can make them feel like an infomercial.

13. Targeting is too broad

Most advertisers want their ads to be seen by as many people as possible. You could be spreading yourself out too thin for your own good if you’re not careful.

A user is more likely to be interested in your ad and landing page if it is relevant to what they are selling. So could many more. Facebook allows you to target ads to people based on interests and demographics.

If you only rely on these factors, your ads might be shown to people who aren’t interested in what you’re selling. In some cases, it may be beneficial to have a large audience.

A narrow audience is good for niche services, but a broad audience might be better for getting new customers interested.


Don’t be discouraged if your advertisement isn’t working at first, as long as you have a great value proposition that will benefit a specific audience. You just need to keep tweaking it until you get traction.