7 Key Reasons Why Your Facebook Ads Don't Convert

We have all been there- investing in ad that simply does not convert! We spend hours trying to figure out where the pain point lies and yet we are NOT able to get it right. Your goal, as a business owner, is to get the most out of the investment that you put into any marketing campaign, right? Marketers call it the ROAS – return on ad spend. 

We are lucky to cooperate with many businesses that continually generate revenue on Facebook and, thus, grow their business. Thanks to this valuable data, we are able to bring you the 7 Key Reasons Why Your Facebook Ads Don't Convert. Let's dive in.

Choosing The Wrong Facebook Objective

Facebook (and other advertising platforms) allow you to optimize your campaign to truly achieve the goal you desire. Do you want to bring more people to your website? Cool. Facebook helps you with that. Do you want to sell more goods? Your choice, Facebook helps you optimize your campaign. This feature is called the Facebook delivery optimization. Choose your goal and let Facebook make it happen.

Facebook Campaign Objective

This feature is available as part of the Facebook Business Manager. So what does it do?  When you set your target audience (people who will see your ad), Facebook digs even deeper and specifies this audience to those who have a higher probability of completing the goal you chose. 

Complicated? Okay, here's an example: Let's say that you target women who live in California and are older than 18 years of age. According to Facebook, there are 11,000,000 women that you can target.

Facebook Targeting

If you wanted to reach as many people as possible, you'd choose the goal “Reach” or “Brand awareness”. In that case, Facebook would deliver your ad to everyone, depending on the size of your budget. 

But say that you want to sell more goods or services. “Conversions” is the goal you'd pick. 

Facebook collects more than 2 million signs of our behavior and, thus, is able to predict which of us would interact with this type of ad and would then provide his or her contact information. 

Based on this data, Facebook shows your ad to ONLY THOSE whose probability of completing your goal is higher. That's when the real optimization comes in. And that's where you might make a HUGE mistake! 

Choosing the wrong objective leads to an ineffective campaign. You need to know what your key goal is – what you expect from your campaign – and adjust the goal accordingly.

Pixel & Conversions Are Not Correctly Set Up

When we speak of conversions, the alpha and omega is your Facebook pixel. Facebook pixel, according to Hootsuite, “is code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.

Having said that, it is obvious that this code plays a very important role in your campaign optimization. If you want to sell more goods or services, your conversion tracking needs to be set up properly. Because if it's not, Facebook gets fake signals and optimizes your campaign according to that.

There are some tools that can help you set up and check whether your Facebook pixel works properly. One of them is, again, in Facebook Business Manager’s tab “Pixel” where you can generate your unique pixel and set up conversions. The other one is called a Facebook Pixel Helper (an extension) that helps you check your set up.

Facebook Events Manager

Poorly Performing Ad

Content is the King indeed. Your technical set up can be great, but if your ad sucks, nothing will save you. Not paying attention to the content that users interact with will result in a low success rate. When it comes to creating an engaging ad, you need to know your audience perfectly. You should know their hidden values and beliefs and know exactly what tone of voice they'll connect with.  

📖 Read more about 5 tips how to create best-selling copy for your Facebook ads.

The success of your ad truly depends on your creativity, ability to hire a photographer or make quality pictures or videos yourself and, of course, on the type of business you have.

Wrongly Defined Target Audience

We shall not forget one of the key issues with any campaign you run – a wrongly defined target audience. If you don't properly define your target audience (your potential customers), don't recognize their values, beliefs, core demographic or behavior based on which you know them perfectly, you will not succeed. 

Once again, why is it so important to know your audience? There are many reasons. When it comes solely to communication, knowing your audience is the key to:

  • choosing the right channel for your campaign
  • choosing the right tone of voice, copy and visual for your campaign

A Website That Doesn’t Work

The core question to ask is: WHERE does your conversion happen? In most cases, it is the website. Knowing this fact and acting according to it can help you rapidly increase the efficiency of your campaign.

Let's look at an example: Say you want to sell more of the clothes that are listed on your website. You choose the right goal, set your target audience and create a great ad. Your campaign is up and running. 

When you come back to check on how your campaign is doing, you notice that it brought zero results (conversions). You keep asking yourself what the heck have you done wrong?! So you dig deeper…

Your campaign resulted in many clicks, but your website analytics says the opposite. Strange. Well, not really. The problem may lie exactly within your ad and your website. You can call the problem the load speed. According to Google, 53% of mobile website visitors will leave if a webpage doesn’t load within three seconds. That's more than half! In less than three seconds!

📖 Check how fast your website loads using this simple tool by Google.

If you're interested in checking out inspiration on how to create a great converting website or landing page, take a look at this article by Hubspot. There are already plenty of studies and examples that show you how to get started – without having to reinvent the wheel. Besides that, go and check out your competitors. You may find tons of valuable examples (both positive and negative) there.

Sure, your conversion may not only happen on your website. In that case, you can use other sources like native lead generation forms directly within Facebook or LinkedIn and you won't suffer from this issue at all – lucky you!

Lack of AB Testing

Online marketing is a lot about trial and error. Sometimes you simply have to test to see what works the best. Luckily, you can get this data pretty quickly and for only a few dollars. 

To test the best performing picture, headline, subheadline, target audience's age or interests, best-converting landing page or anything else, run AB tests. Always, always, always test! 

All advertising platforms allow you to create more than one version of the campaign EXACTLY so that you can find out which version is the best. Leverage this feature for your benefit. Come up with relevant hypotheses and test them against each other.

Unprepared or Non-Existing Market

There can be a case where you run a Facebook campaign, you make sure that everything is right and still find out that the desired results don't show up. Frustrating, I know. 

There is another reason (or a group of reasons) your ad is not performing well. That is due to a non-existing market, a market that is not ready for your product or service yet.

Unprepared Market

Say you sell rockets that allow individuals to fly to space on their own. Human beings may soon be discovering space like they never did before. The future is coming, but we may not be there today. If Tesla had sold their cars fifteen years back, they wouldn't have found any demand. 

The same may apply to your product or service. Make sure to do thorough research on how your market behaves. Check to see if people are already aware of the problem you solve and if they search for the solution you offer. This fact, even though it may not seem so, directly affects your marketing campaigns.

Use tools like Google Keyword Planner or Ubersuggest to check what people search on search engines like Google, Bing or Yahoo.

Non-Existing Market

It's possible that you may create (and sell) something no one wants. And that they will never want to buy. You are trying to create a market that simply does not exist. That can be very tricky as you can easily find yourself in a so-called innovator’s bias. In that case, your ads won't work too – obviously, as there is no one who would want to buy.

Key Takeaways

  • Check your campaign results thoroughly and detect where the issue lies.
  • Look into the technical set up of your ad to avoid any unwanted mistakes.
  • Evaluate the performance of your content.
  • Be clear about who you target and find out what motivates your audience.
  • Always test multiple versions of your ads to see what's working best.
  • Check whether people already search for products like yours.

Now it’s up to you. Go back to see where the problem is and let us know if we helped you detect the issues. 👋

Facebook Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Targeting Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Linkedin Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Twitter Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Search Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Display Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Amazon Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Bing Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Quora Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
LinkedIn Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Twitter Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Newsletter
Subscribe now and don't miss any helpful update from the world of online marketing.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Campaign Revision
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
How to Create Your First Business Website
Whether you are selling your products online, or simply want to provide some information about your business and your contact details, having a website is essential.
Best Practises
Read More >
Top Instagram Influencers by Industry
Instagram is the nest of influencers. Makeup tricks, fancy cars, fitness tips, delicious food, the latest games and so much more that people post and talk about all in one place.
Interesting Facts
Influencers
Read More >
15 Social Media Content Ideas for Yoga and Fitness Studios
Are you consistent in creating and posting content? Read about the 15 content tips for your social media platform if you are running a yoga studio or fitness center.
Local Business
Best Practises
Read More >
14 Social Media Content Ideas for Barbers, Cosmetic and Nail Studios
Are you consistent in creating and posting content? Read about the 14 content tips for your social media platforms if you are running a barber shop, cosmetic or nail studio.
Best Practises
Local Business
Read More >
Next
1 / 17
Facebook Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Targeting Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Linkedin Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Search Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Display Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Amazon Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Bing Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Quora Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
LinkedIn Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Campaign Revision
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.