Time To Read: 3 minutes


With recent pandemic months, you’ve probably put effort into Facebook, knowing it holds the social media platforms’ widest demographic. You’ve allocated and poured your marketing budget into these ads, but you aren’t getting the leads you need, so you ask yourself, “Why aren’t my Facebook ads are not converting?” There are common factors that impede the performance of Facebook ads. Here are a few tips and recommendations to consider to help your business discover impeding factors, troubleshooting tips to fix them, and generate more conversions.

Poor Targeting

The main reason business owners and marketing directors struggle to see their Facebook ads’ conversion is poor targeting. Typically, it is a failure to target ads properly. According to Neil Patel, more than 1.09 billion people use Facebook every day – it’s pretty hard to say that your ads aren’t working because your target market isn’t hanging out on the site.


Targeting the Wrong People

It is a common mistake to target an ideal persona; the ideal customer who you probably have rarely sold to. The reason this is a mistake is that you are targeting a cold audience who may not even be interested in entering your sales funnel. Fix this by re-aiming your targeting efforts to those who have already shown interest in your product/ services and are more likely to go through the funnel. These people may include your existing customers, people who have recently converted into a lead, those who have watched your videos or clicked on Facebook ads, and who have spent time on your website. These people know who you are and like what you do, meaning they’re open to your offers.
A practical way of finding and engaging these people is by creating lookalike audiences. Collect this information by installing a Facebook pixel. Facebook for Business describes the Facebook pixel as a small piece of code that goes on your website. With the pixel, you can bring back website visitors, or find new people who will likely make a purchase or become a lead.

Targeting With the Wrong Message

Now that you have started targeting the right audience, make sure your message is fit for them and their journey in the funnel. You wouldn’t want to have copy written toward an audience that is ready to purchase when the audience just learned who your business is. The way to correct this is by determining if your audience is in the awareness, consideration, and conversion stage. Once segmented, write content that according to the stage they are at. Pay attention to the type of Facebook content the target audience responds to and then use that type of ad to target them with

Pitching Sales to a Cold Audience

Avoid directing Facebook ads to those who have never heard of you nor ever engaged with your business. Instead, direct the sales pitch for retargeting ads. This allows you to show a specific ad to a very specific person, like an ad about a product because they visited a website with that product.

Low Facebook Ads Relevance Scores

Just like Google, Facebook places importance to making your ads relevant to your target audience. According to the Social Media Examiner, Facebook rewards advertisers who get it right by showing their ads to more people and charging them less. Aim for high relevance scores with direct targeting, along with images and clear call to actions.

Align Facebook Ads with Your Landing Page

See the whole Facebook ad experience through, all the way to your landing page. Make sure that the branding and content of the ad match the landing page. Note that if the landing page is not visually appealing, user friendly, or has a clear call to action, you will lose the conversion.

Bottom Line

Refrain from targeting a new audience and instead use the leads you currently have. Redirect your business Facebook ads by removing these impeding factors to begin seeing conversions. The longer you allow these factors to affect and impact your ad performance, the longer you’ll be wondering why your Facebook ads are not converting.

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