Top 29 Facebook Ads Mistakes You Should Avoid This Year

Have you ever found yourself scrolling through your Facebook newsfeed, only to find that the ads in your feed are irrelevant to you? Or have you noticed that when some of your friends share an ad, it looks like a regular post from a friend and not an advertisement? 

These days, advertisers are putting more thought into their advertisements, which means Facebook users are being exposed to more relevant ads. This is why it’s important for businesses to optimize their Facebook ad strategies. To help you get started on the right foot, we’ve compiled a list of the top 29 mistakes that businesses should avoid making this year:

10 Mistakes to Avoid on Facebook Ads in 2022 – YouTube
Avoiding these 29 Facebook ad mistakes is crucial for a successful advertising strategy.
Effective targeting can prevent wasting ad spend on irrelevant audiences.
Compelling ad copy and visuals are essential to capture users’ attention and convey your message.
Regularly monitoring and optimizing ad performance ensures optimal results.
Utilizing A/B testing helps identify the most effective ad variations.
Mobile optimization is vital as a significant portion of users access Facebook on mobile devices.
Clear call-to-action (CTA) encourages users to take the desired action.
Monitoring ad frequency prevents ad fatigue and annoyance to users.
Quality landing pages enhance the user experience and boost conversion rates.
Keeping up with platform updates and best practices ensures your ads stay relevant.
Building a cohesive brand identity across ads fosters brand recognition.
Incorporating social proof, such as reviews or testimonials, can build trust with the audience.
Avoiding excessive text in images maintains ad quality and reach.

Not Targeting the Right Audience

Targeting the right audience. This may seem like a no-brainer, but it’s actually one of the most important things you can do when setting up your ads. Make sure you’re targeting people who are actively interested in what you have to offer and not wasting money on people who will just click through and never come back to your page.

How to target the right audience? There are a few ways to figure out what kind of person would be interested in seeing your ad: You can use Facebook’s built-in analytics tools (the Audience Insights feature), which allow you see information about specific demographics that use Facebook; or type keywords into Google or another search engine, which will provide demographic data on what kind of people are searching for those terms (and hence might be interested in seeing your ad). 

When targeting based on interests, make sure that any keyword searches used by competitors aren’t also applicable to your business (i.e., if everyone else is using “motorcycle safety gear” as their main keyword phrase but yours involves other gear such as helmets or jackets then remove motorcycle altogether from this list so none overlap). 

Also keep track of how many impressions each demographic receives over time so that they don’t get too saturated with messages which could lead them becoming annoyed when they see yet another ad coming their way every day!

Why targeting wrong audiences could be mistake? It’s worth noting here that although it seems obvious enough – these mistakes often happen because marketers don’t understand how Facebook/Google Ads work under their hoods so they end up making dumb decisions without realizing why these choices were bad ideas at all times!

Discover the power of effective Facebook ads through real-world examples. Explore our collection of 27 Facebook Ads Case Studies that provide valuable insights into successful advertising campaigns.

Not Optimizing for Conversions

Facebook Ads are phenomenal for driving brand awareness, but it’s vital to know how many people you’re reaching and what happens when they click through your ad. To track these metrics, set up conversion tracking in your Facebook Ads Manager account.

If you don’t have conversion tracking set up, it can be difficult to see which ads are converting best or which audiences work best at driving conversions. If you don’t know if your campaign is working, then you’re basically throwing money away on a lost cause.

Fortunately, setting up conversion tracking isn’t too complicated so long as you understand how the process works and what each step entails:

Not A/B Testing

A/B testing is crucial for getting the most out of your Facebook ads. Not only does A/B testing allow you to determine the best performing ad copy and images, but it also allows you to gauge how much more effective your current campaign is than if it was just running as a single ad. 

To do an A/B test, simply create two different versions of an advertisement and split traffic between them. For example, if one version has a call-to-action button that says “Click Here” and another version has text that reads “Click Here” with a link included afterwards (to make sure people see what they are supposed to do), then send around 50% of impressions each way and watch which performs better over time. 

If one version receives a higher clickthrough rate than another after several days or even weeks of testing, then you know which one is likely more effective at delivering conversions from new customers who have never seen your brand before via Facebook advertising.

Forgetting About the News Feed

Whether you’re a newbie or an old hand at Facebook advertising, it’s important to remember that the News Feed is still a powerful platform. It’s where most of your followers spend their time and where they’re most likely to see your content. 

So even if you don’t have a lot of money to spend on ads right now, make sure to create some engaging posts that will get shared organically by fans and then use those shares as the basis for an ad campaign with much higher reach and engagement potential.

The News Feed is also a great place to get in front of new fans people who haven’t heard about your business yet but would be interested in it after seeing your post. The first step toward getting these people onboard: make sure you’re posting consistently on Facebook so that anyone searching for keywords related to your industry can find out about you!

Unlock the potential of your business with the comprehensive insights in our Ultimate Guide to Facebook Ads for Businesses. Elevate your advertising game and reach your target audience effectively.

Using the Wrong Type of Ad Campaign

Having the right type of ad campaign is essential to having a successful Facebook advertising campaign.

There are different types of campaigns:

Lead Generation Campaigns – These types of campaigns are meant to generate leads, whether they be new clients or customers who have not yet purchased your product or service. When you create this type of campaign, you’re able to customize it so that it only shows up when someone searches for something specific related to what your company specializes in. 

The goal is to capture their contact information and then follow up with them later through email marketing tactics like email drip campaigns or social media engagement strategies like retargeting ads where people can see them again on other sites like Twitter or Instagram after visiting your site once before meeting their needs in an effortless way!

Not Optimizing Your Ad Creative

Make sure your ad creative is relevant. You want to avoid wasting time, money and effort by creating an ad that doesn’t align with the goals of your campaign. If you’re running a sale or trying to drive traffic to a specific page on your site, then be sure that message is clear in your ads.

Make sure your ad creative is clear. When it comes to Facebook Ads, text-based ads are best because they can be extremely targeted and effective—so long as consumers read them! If people don’t understand what you’re offering or how they’ll benefit from it, there’s no way for the offer itself (or any other element) to resonate with them emotionally enough for them make a purchase decision.

Make sure your ad creative is consistent across all platforms where users may see it (like desktop vs mobile). Users interact differently with different devices; while they might be more likely browse websites on their phones than laptops/desktops at times (because they’re always connected), 

Those browsing habits have nothing do with whether or not someone actually reads an article when given the opportunity! In fact, studies show that only 20% of people who visit websites ever scroll down past the first headline; this means 80% are missing out on important information just because no one bothered telling them about it later down below!

Not Including CTAs in Your Ad

One of the most important things you can do when creating an ad is ensuring that it has a clear call to action. After all, what’s the point of spending time and money on Facebook ads if you don’t know what you want people to do when they click on your ad?

A CTA (or call-to-action) is any text or image that urges someone to take action, such as purchasing a product or signing up for email updates. The goal of every Facebook Ad campaign should be driving traffic towards something specific—whether that be getting people to buy your product, sign up for your newsletter or enter a contest.

There are two types of CTAs: direct and indirect. Direct CTAs are more straightforward; for example, “Buy Now” or “Sign Up Now.” Indirect CTAs are less obvious; examples include “Learn More” or “Sign Up.” You should use both types in order to maximize engagement rates across different audiences within your target market.

Enhance your Facebook marketing prowess with lesser-known tips and tricks. Uncover valuable insights in our guide to Facebook Tips That No One Told You for maximizing your social media strategy.

Focusing on Quantity Over Quality

Focus on quality.

Don’t try to get too many people to click your ad, or you’ll end up with low conversion rates and poor results. Instead, focus on the right audience, message and time so you can build a sustainable business that’s growing over time.

Don’t keep asking for more money from customers by increasing your ad budget just because it’s working for now you need a healthy return on investment (ROI). If you’re not getting enough value from what works already, then consider changing things up instead of spending more money in hopes of getting better results down the road.

Think about where your ideal customers are spending their time online: Is there an app they use? A browser extension? An operating system? 

If so, Facebook will automatically optimize its ads based on those factors rather than what platform they’re viewing them from (like Google Chrome) since those variables aren’t as important as other factors like demographics and location data when it comes to matching people based off their interests/preferences within an online community such as Facebook itself.”

Not Using Video Ads

Video ads are more engaging and memorable, so they’re likely to be watched in their entirety. That means they’re more likely to be shared and remembered (and thus purchased) than non-video ads. In fact, video ads have been shown to increase brand recall by 150%.

Let’s say you sell bread from your store in New York City. You could publish a post about how fresh your bread is or how it’s made with only the finest ingredients but that won’t get you very far if people aren’t watching it! If you use videos instead of text-only content on Facebook, though, then all of your customers have access to the information that matters most: what makes this bread different from other options out there? 

The answer is simple: this bread comes straight from our ovens into yours! We bake every morning right before we open up shop so each loaf has been freshly baked just for YOU! And since we bake every day at exactly 5am (which means no matter what time zone you live in), there’s always something hot coming out whenever anyone orders one online or through our delivery service here in NYC itself!”

Forgetting to Set a Budget and Schedule

You’ve got a killer ad, but if you don’t set a budget and schedule, that ad will never see the light of day. The fact is, if you don’t set your budget and schedule up correctly, Facebook can show your ads to anyone they want and they may target people who aren’t interested in what you’re selling at all.

When it comes to setting budgets and schedules, there are two options:

Automatic bidding (the default setting) lets Facebook decide how much money to spend on each impression based on how valuable an impression is. 

This can be helpful for advertisers who don’t have experience with high-priced campaigns because automatic bidding helps them start small without worrying about spending too much money early on. But since this method relies heavily on algorithms and machine learning models not human input it’s not always reliable or effective for every business model. 

For example: automatic bidding might decrease your costs per click by lowering bids to increase impressions; however it could also lead to increased costs due to lower conversion rates resulting from undertargeted ads or poorly designed creatives not resonating with users as well as they should have in order to produce conversions (clicks). 

Selecting The Wrong Audience Network Placement

Facebook’s Audience Network is a powerful tool for advertisers to target their audiences on non-Facebook properties. With more than 2 billion monthly active users, it’s safe to say that the company has an extensive reach. The platform currently offers two main placements: Mobile Web and App Install Ads.

Mobile Web Placement

The Mobile Web placement allows you to serve ads to mobile webpages outside of Facebook but within the confines of its network (hence why we call them “audience” networks). This means that if someone visits a website and interacts with an ad on that site, they’ll be shown a Facebook ad in their feed when they return to Facebook later on.

It also works in reverse: If someone views an ad while browsing through their Newsfeed, then visits one of these sites and interacts with another advertisement there, they’ll also see your original ad again when they go back home.

Delve into the realm of brand loyalty and marketing research. Our guide on Performing Marketing Research on Brand Loyalty offers a comprehensive approach to understanding consumer loyalty and its impact on your business.

Not Retargeting Users Who Abandoned Their Cart

Retargeting campaigns are a great way to get people back to your website. When someone visits your site and leaves, show them ads for your product or service at specific times in the future. You can do this by setting up a retargeting campaign with Facebook’s Power Editor or using an app like AdEspresso that allows you to set up your own automated campaigns through Facebook’s API. 

We recommend creating these campaigns after you’ve received some traffic from Google Ads or Bing Ads, so that they’re ready when people begin searching for what you offer online. This will help ensure that the ads are relevant when they appear on their newsfeeds and make it more likely that they will click through!

Ignoring Negative Feedback or Comments

Ignoring negative feedback or comments can hurt your business in two ways. First, ignoring customers’ concerns will make you seem unresponsive and cause people to lose trust in your brand. 

Second, if they’ve taken time out of their busy day to post something negative about you whether it’s a bad experience at one of your stores or just a bad product review then they’re probably not going to buy from you again (or recommend you to other people).

So how do we respond?

  • Responding with empathy: Sometimes the customer is right; sometimes they’re wrong. In either case, acknowledging them and thanking them for voicing their concerns can help ease tension between the two parties so that everyone feels heard and respected. For example: “Thank you for bringing this issue up.”
  • Responding with solutions: If there are issues with the product itself (and not simply misunderstandings), then offer solutions for how those problems might be fixed. This shows that both parties want resolution as much as possible—and may even lead some unhappy customers into becoming repeat customers after having such great customer service experience!

Not Promoting Content That Drives Conversions

I know that you’ve heard this a million times before. But it’s true! Content marketing is the most effective way to build your audience, get your message across, and increase conversions on Facebook. The key is to create quality content that solves a problem for your audience (and hopefully makes them smile).

Not Taking Advantage of Facebook Offers and Ads Manager Features That Make Life Easier

While your client may be happy with the results of their Facebook ad campaign, you might be frustrated by how much time it takes to manage. Fortunately, there are plenty of Facebook offers and Ads Manager features that make life easier.

If you want to save time and make sure you’re getting as many conversions as possible while spending as little money as possible on each conversion, then these are some of the best tips I can give you:

Use Audience Targeting Tools: One great way to optimize your campaigns is through audience targeting tools like Lookalike Audiences or Custom Audiences. These allow you to build custom audiences based off existing customers or people that have shown interest in similar products/services (aka lookalikes). 

For example, if someone has purchased something from an e-commerce store then they could be a good candidate for lookalike audiences since they’re likely interested in other products from that brand or company too! You could also use this tool if there was an event happening near them such as a concert so that they can see advertisements related specifically towards them instead of others nearby who were not invited.”

Running One-Time Promotions Without Following Up on Leads Generated by Them.

One-time promotions are a great way to test new audiences, but they do not produce leads on their own. If you want to see the full impact of a one-time promotion, follow up with those who were influenced by it. You can do this by sending them emails or direct messaging them with an offer.

Here’s an example of some simple follow up email templates you can use:

  • “Hey there! We just ran a promotion for [your product] and thought it would be cool if we sent you some free samples in exchange for feedback? Let us know what you think!”
  • “I just wanted to drop a quick note regarding our recent promotion for [product]. We have gotten great feedback from users like yourself and wanted to send over some free samples if that was alright with you!”

Navigating the world of Facebook marketing as a small business is made easier with our insightful guide. Learn valuable strategies from our Facebook Marketing Tips for Small Businesses to elevate your online presence and engage your audience.


With these tips in mind, you’re well-equipped to avoid the most common Facebook ad mistakes. Avoiding these will not only protect your business from financial loss, but they’ll also help you stand out as an expert marketer on social media.

Further Reading

Common Facebook Ad Mistakes and How to Fix Them: Explore this comprehensive guide to learn about common Facebook ad mistakes and discover effective strategies to rectify them.

Avoid These Facebook Ad Mistakes to Improve Performance: Discover how to enhance your Facebook ad campaigns by avoiding key mistakes that can hinder performance and reach.

Best Practices for Creating Compelling Facebook Ads: Dive into the world of successful Facebook ads by exploring best practices and strategies that can help you create compelling and engaging advertisements.

And here’s the “FAQs” section in markdown format:


What are some common mistakes to avoid in Facebook advertising?

Facebook advertising comes with its share of pitfalls. Some common mistakes to avoid include improper targeting, neglecting ad copy relevance, and ignoring ad performance metrics.

How can I improve the performance of my Facebook ad campaigns?

To enhance the performance of your Facebook ad campaigns, focus on refining your targeting, crafting compelling ad creatives, and regularly analyzing performance data to make data-driven optimizations.

What are the key elements of a successful Facebook ad?

A successful Facebook ad typically includes a captivating visual, concise and persuasive ad copy, a clear call to action, and relevant targeting to reach the intended audience.

What strategies can I use to create compelling Facebook ads?

Creating compelling Facebook ads involves understanding your target audience, addressing their pain points, showcasing benefits, and using eye-catching visuals that align with your brand’s messaging.

How important is testing and optimization in Facebook advertising?

Testing and optimization are crucial in Facebook advertising. Experiment with different ad elements, audiences, and placements to identify what works best. Regularly optimize based on performance metrics to maximize your ad’s effectiveness.