Why Your Facebook Ads Aren’t Converting-How to Fix Them

You may be a businessman, marketer, Ads specialist, or learner, but your Facebook ads can cause frustration when there is no conversion from the ad as you give your time, energy, and money to publishing ads. If you’re facing this issue, never quit Facebook ads, as Facebook is the most used social media platform among marketers. Facebook also gives the highest return on investment when compared with all other social media platforms, tied only with Instagram at 29%.

Before diving into the issues related to conversion, you need to know that, as a marketer on Facebook, the two most important things are required in order to be successful in Facebook ads. They are

• Winning Offer
• Creative Ad (That people listen to and Click On)

Therefore, first, we will explain how to create a winning ad creative using the simple 11 proven strategies that our performance team uses to help our clients achieve their goals.

However, if you are good with both winning offers and creatives but are also having some issues in conversions, then no worries; keep reading. Harvee Designs will explain why your ads may not be converting and provide detailed solutions to fix them. (along with some informational content about the Facebook advertising platform)

11 proven strategies For Creating an Ad Creative

You can use these 11 proven strategies for creating an ad creative that can increase the number of conversions your ads bring. They are,

• Problems & Solution – Understanding the problem and offering the solution
• Them Vs US – What makes you different
• Statistics – Use stats to show a benefit (or) solution
• Use Testimonials – Most of the stats say people decide to see testimonials.
• Point out the features.
• Adding Benefits
• Founder’s Story – Tell the viewer the story about the business and brand.
• Unboxing – If you are selling physical products, use unboxing videos.
• Before & After – the most powerful strategy.
• 3 reasons why—This strategy allows you to add engaging content, such as why we keep selling our products or 3 reasons why we are unique. 
• The last one is spying on your competitor using the FB ads library. (You can also copy the ad copy and create your niche ads if they have been running for more than three months.)

Understanding Facebook  Ads Conversion

Conversion on Facebook is getting people to take valuable actions on your site or app, such as page visits, video views, engagement, add-to-cart purchases, or any action that grows your business online.

When you are running a Facebook ad with your marketing objective as conversion, you need to look at the critical metrics on Facebook that show your ad’s performance. They are,

• Click-Through Rate (CTR) {CTR = (Clicks ÷ Impressions) × 100}

A higher CTR indicates that your ad is engaging and relevant to your audience. If it’s low, consider revising your ad creative or targeting.

• Conversion Rate (CR) {CR = (Conversions ÷ Clicks) × 100} 

A strong conversion rate means your ad is effectively driving desired actions (like purchases or sign-ups). A low rate signals that while people are clicking, they’re not completing the action, which might indicate issues with your landing page or offer.

• Cost Per Conversion(CPC) {CPC = Total Spend ÷ Conversions}

This tells you how much you’re spending to get each conversion. Lowering this cost means you’re getting more value from your budget.

• Return on Ad Spend(ROAS) {ROAS = Revenue ÷ Ad Spend}

ROAS shows your ad’s profitability. A ROAS greater than 1 means you’re making more than you’re spending, signaling a successful campaign.

You can track these metrics individually, but cross-checking them and identifying the trending data within your metrics can help identify various problems. For example, a high CTR but a low conversion rate may indicate issues with your landing page. Analyze patterns like rising Ad Frequency or increasing Cost Per Conversion to spot potential ad fatigue or targeting errors.

Data is the best way to determine the problem with your ad. Now, let’s examine the issues you may have and how to fix them in detail.

8 Reasons  Why Your Ads Are Not Converting (How to Fix Them)

Landing Page Lacks Conversion Optimization

When your Facebook ad is unbeatable and has a higher Click-Through Rate (CTR), but the conversion is very low, then there are issues with your landing page. The problems you might have with the landing page are listed below based on the metrics, along with how to fix them.

• Drop-in landing page views—When there are clicks but no landing page views, it indicates a technical issue or slow loading speed. Check out this detailed article on page speed. It might help you improve your landing page speed.
• High Bounce Rate (Low Engagement Time)—A high bounce rate shows that users do not stay on your page for a longer time. You can fix this by upgrading the page design, layout, and content relevance.
• Drop in Lead Form Completion – Simplify the process, improve trust signals, and make forms or checkouts more user-friendly.
• Your ad messaging, offers, and expectations might not match the landing page. – Review and fix them in a way that aligns both the ads and landing page with your objectives.

Unclear or Ineffective Ad Copy

Facebook ads often fail due to unclear or uninspiring copy. Without a strong call-to-action (CTA), users may not know what step to take, which might lower the conversion rate. The ad copy must also be persuasive and relevant to your audience, addressing their needs and encouraging them to engage. Weak visuals further reduce an ad’s effectiveness by failing to grab attention. Therefore, be very clear about who your target audience is and how to use ad copy to attract them. 

How to Fix It

• Use Action Words: Inspire action with strong CTAs like “Shop Now” or “Get 20% Off Today.” 
• Be Specific: Clearly state the desired action and offer a benefit. 
• Enhance Visuals: Pair your copy with high-quality, relevant visuals that align with your message.

Targeting the Wrong Audience

Imagine having a winning offer and ad creative as a marketer. But no response from the audience might hurt. It is primarily due to mistakes in targeting the correct audience. Also, many marketers need to narrow down their audience or interpret who their ideal customer is, leading to wasted ad spend and underperformance. Below, we have listed Facebook’s targeting options and how to revisit and refine your audience so that you can avoid wasting ad spend on users unlikely to convert, ensuring your ads are reaching the right people.

Facebook offers several targeting options that allow you to reach the right audience, They are

• Demographics: Age, gender, location, education, and more. 
• Interests: Hobbies, pages liked, lifestyle, and activities. 
• Behaviors: Purchase behavior, device usage, travel habits, and more. 
• Custom Audiences: Upload your customer data or retarget people who have interacted with your brand. 
• Lookalike Audiences: Target users similar to your existing customers.

How to Fix It

• Refine Your Audience: Review your targeting settings to ensure you’re reaching users most likely to engage with your product or service. 
• Use Data-Driven Targeting: Leverage insights from previous campaigns or customer data to inform your targeting strategy. 
• Test Audience Segments: Experiment with different audience segments to see which one drives the best results.

Ad Fatigue is Affecting Performance

Ad fatigue occurs when you show the same ad creative to your audience without setting any frequency. This might cause the audience to lose interest and stop engaging. Ad fatigue is a common issue when ads are shown less frequently without variation, leading to declining performance over time. Many marketers need to recognize ad fatigue early, resulting in lower click-through rates (CTR), fewer conversions, and higher costs. The simple rule to avoid ad fatigue is to keep your ads fresh and minimize overexposure. 

How to Fix It

• Rotate Creatives: Regularly update your ad creatives and copy to keep your content fresh and engaging.
• Adjust Frequency: Monitor ad frequency and limit how often the same users see your ads.
• Use A/B Testing: Test different versions of your ads to see which variations perform better and maintain user interest.
• Leverage Multiple Ad Sets: Create multiple ad sets targeting different audience segments to avoid overexposing the same users.

Objective Misaligned with Goals

Facebook offers various objectives like brand awareness, traffic, conversions, and lead generation. If your objective doesn’t align with your end goal, your ads may not drive the desired results you want because Facebook uses its machine learning to reach the audience based on the goal you select. 

For example, using a traffic objective when you’re aiming for conversions can result in more clicks but fewer sales. 

How to Fix It

• Define Your Goals: Before setting up your campaign, clarify whether you want more sales, leads, brand exposure, or app installs. 
• Choose the Right Objective: Match the campaign objective to your end goal. For example, if you want more purchases, select the “Conversions” objective instead of “Traffic.”

Insufficient Budget or Spending Cap

The normal rule is, “You need to spend money to make money.” When your budget is capped too tightly, the Facebook algorithm struggles to find and convert the right audience. Setting an insufficient budget or a restrictive spending cap is a common reason Facebook ads fail to perform. If your budget is too low, your ads might not reach enough people to gather meaningful results. 

How To Fix It

There are two types of budgeting options in FB ads: lifetime and daily budget. You may choose anything in these two budget options that suits you. But fixing this issue can be done only by increasing your budget. Also, keep in mind the return on Ad Spend (ROAS). If you have a negative ROAS, running the ad is no use. So, plan accordingly and optimize your ad for good ROAS.

Not Allowing Enough Time for Ads to Convert Ads

If you publish an ad and wait for instant results, you will be disappointed. Give time for the Facebook delivery system to learn about your ad. This period is called the learning phase. Usually, you will have a learning phase in whatever biddable media platform you are using for advertising. During this period, the Facebook algorithm will try to find the best way to make your ad set reach the audience that aligns with your objectives.

How To Fix It

The only way to fix this issue is to give the Facebook delivery system time to learn about the best people and places to show the ad after it is published.

You can learn all about the meta-learning phase and the criteria of the learning phase entirely here.

Ad Approval Issues

If you open the ads tab and want to see leads, clicks, and calls from them, you need to wait, as the published ads will go under review. The review process for Facebook ads typically takes 24 hours and sometimes even longer. The review process is done based on the meta ad standards. If your ad is against the standards, it may be rejected. Once your ad is rejected, you will receive an email notification.

To revive the rejected ad, you can edit it or create a new ad based on the advertising standards and policies. Learn how to edit your ad from the meta ads manager.

Consistently Create Winning Ads With Harvee Designs 

If you’re having trouble creating winning ad creative that engages people, join Harvee to help you achieve your business goals by creating consistently winning Facebook ad copies with our proven, logical, innovative strategies. 

Takeaway

We believe that crafting a winning offer and a creative that makes people engage is more important than anything in creating a winning Facebook ad set. So, we have listed our proven strategies that help you create a winning creative, along with the problems you may face with conversion and how to fix them. If you have trouble making a positive ROAS in Facebook ads, then contact Harvee to help you achieve your deserved ROAS through Facebook advertising.