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Facebook Ads Not Converting? Here Are 3 Reasons Why.

Digital Marketing

Paulina Gugala Digital Marketing Specialist

Facebook ads not converting can be a seriously stressful situation for business owners, especially when you don’t know where to begin fixing the problem.

As a Facebook Ads Specialist, I think I’m one of those rare people who actually SEEK OUT ads in their news feed. Whenever I’m thumb-scrolling through my feed, it happens all too often that I stop and cringe at some of the ads people are putting their money behind (#sorrynotsorry). Everything from missing ad copy, to low-resolution stock photos stolen off the internet, to clicking through on an ad only to land on a page returning a 404.

Got me like…

Of course, where there’s a will, there’s a way. And today I will be showing you the way to fixing up your Facebook ads to start converting your visitors! (See what I did there, harhar)

So, let’s get started.

1 | Your Ad Copy Sucks

Hang on… what?

Sorry to break it to you, but a lot of Facebook ads I see tend to have really weak ad copy. It’s either not written properly for its placement, or it’s too wishy-washy without any clear call-to-action.

If you have a specific action in mind that you want people to take – SAY IT. Whether you want people to engage with your post, click through to your site, or submit their email address, you need to tell them to do so. That way people will clearly know what you want from them and will be able to make a quicker decision.

You also have to make sure that your ad copy is short and direct. Get to the point already! With our attention span growing shorter and shorter, you’ll need to create a really effective thumb-stopper. Keep it short and to the point while highlighting the ultimate benefit from what you’re offering.

Lastly, make sure you’ve filled out your ad copy so that it looks good on mobile. Repeat after me – ‘NO ONE USES DESKTOP.’ Yet people still preview ads in “Desktop Mode” and optimize for that view. Make sure to use a ‘mobile-first’ approach when designing your ads. 99% of your traffic will come from there anyway.

2 | You’re Moving Too Quick

Hey I just met you, and this is crazy,
but here’s my website, so buy something… maybe?!!

The term “taking it slow” is way too applicable when using Facebook ads. Keep in mind that people scrolling through their feed aren’t coming to shop necessarily. They’ve logged on to connect with friends and family, check out upcoming events and birthdays, and maybe visit one of their favourite celebrity fan pages.

When running Facebook ads, you’re competing with users’ friends and family (good luck!). That’s why you need to slowly ease into it and build some awareness first.

Using Facebook ads = playing the long game. Build your audience, educate them on why they would benefit from what you’re offering, and then you can start asking for something in return. Try taking advantage of Facebook retargeting which allows you to remarket to users who have taken specific action on one of your posts or visited your website. It’s a great way to bring people back to your content and familiarize them with your brand.

3 | Your Landing Page Doesn’t Match

How did I get here?

You see a beautiful, high-end restaurant that you really want to try out. Outside, they have beautiful white pillars, gold embossed details on their signage, and a red carpet with a doorman who opens the door for you as you walk in.

How would you feel if once you got inside, you realized that you had been tricked into coming into a McDonald’s? Doesn’t feel so good, does it? So don’t do it to your visitors!

Making sure your Facebook ad and landing page match is a HUGE factor that advertisers forget about all the time. When making your ad creative, it’s best to take a look at the landing page first and make sure you create a similar look and feel in your graphics. That way you build trust with visitors and make your website more reputable.

Once visitors are on your site, you’ll want to make sure that your website is optimized for conversions. That way there’s a clear path for users to take once they land on your site.


Hopefully this will be the last time you Google “Facebook ads not converting.” However, marketing is all about trial and error. What works miraculously well for some people can be a bomb for others.

Try different things, think outside of the box, and get creative with finding new ways to convert your visitors. Even if it doesn’t work, there’s always a new path to be discovered!

Testing a new ad campaign like…

What are some changes you’ve tried to tweak your campaigns? I’d love to hear your ideas below in the comments!

If you’d rather leave the advertising with the pros or want me to assess the quality of your campaigns, take a look at our Paid Advertising page where you can get more info on the services our agency offers.


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