5 Facebook Ad Mistakes That Are Probably Killing Your ROI (And How You Can Fix Them)

Okay, real talk.

If you’ve ever felt like you’re throwing money into Facebook ads and getting nothing back… you’re not alone. I’ve been in the trenches, boosting posts thinking, “This should work, right?” only to check the results and… crickets.

So I want to share a few ad mistakes I see all the time, ones I used to make myself, and how to actually fix them. Because you shouldn’t be spending money on ads that don’t work, and honestly? With a few small tweaks, most people can see a huge difference.

Let’s dive in.

1. Targeting Everyone (aka No One)

What happens:
You set your audience super broad like, “people ages 18-65 who like business or travel.” Sounds good, right? But Facebook has zero idea who to prioritize.

Why it’s a problem:
Your budget gets eaten up fast by people who have no interest in what you do.

Fix it:
Narrow that audience. Think like a human, not an algorithm. Who actually buys from you? Use specific interests, behaviors, and age ranges. Or better yet, upload a custom audience (your email list, past customers) and create a lookalike.

I promise: tighter = better when it comes to targeting.

2. Your Ad Looks… Like an Ad

What happens:
You post a polished graphic or stock photo with formal copy that says “Click here to learn more!” 🙄

Why it’s a problem:
It screams “I’m trying to sell you something” and people scroll right past it.

Fix it:
Make your ad look like a regular post your friends would share. Use natural photos, selfie-style videos, or even iPhone pics. Real > Perfect.

One of my best-performing ads ever? A grainy phone photo with a quick “just wanted to share this” vibe.

3. Weak Hooks = Weak Results

What happens:
You start your ad with “We’re excited to announce…” or “Check out our new product!”
Yawn.

Why it’s a problem:
Nobody’s scrolling Facebook hoping to read your announcement. They want to know what’s in it for them immediately.

Fix it:
Start your ad by calling out a pain point, emotion, or goal your audience cares about.
Example: “Tired of paying rent every month and having nothing to show for it?”

That’ll get attention. Then you explain how you help.

4. You’re Not Testing. You’re Just Hoping

What happens:
You launch one ad and wait to see if it works. When it doesn’t, you assume Facebook ads are broken.

Why it’s a problem:
Even great ads flop sometimes. If you’re not testing versions, you’ll never know what actually works.

Fix it:
Test 2-3 versions of your ad:

• Same copy, different photo

• Same image, different headline

• Different audiences

Let Facebook tell you what’s working instead of trying to guess.

5. Your Landing Page Kills the Vibe

What happens:
Someone clicks your ad… and lands on a clunky, slow, or off-topic page that doesn’t match the vibe of your ad.

Why it’s a problem:
They get confused or frustrated, then bounce. Even if your ad was perfect.

Fix it:
Make sure your landing page is:

• Fast (under 3 seconds)

• Clear (matches the ad’s message)

• Focused (one call to action, no distractions)

No one wants to dig around to figure out what to do next.

Final Thoughts

I’m not writing this to sound like I have it all figured out. I’ve made every mistake on this list (more than once). But now that I’ve been helping clients run profitable ad campaigns, I want to help you skip the learning curve.

If you’ve got questions, want me to look at your ad, or just wanna brainstorm ideas, fill out my form.