We audit Meta Ads accounts every week, and the same six mistakes show up again and again. If your Meta Ads aren't performing, check this list first.
1. Wrong Campaign Objective
Optimising for traffic or engagement when you actually want sales trains the algorithm to find the wrong people entirely.
2. No Retargeting Funnel
Cold audiences convert at a fraction of the rate of warm ones. If you're not retargeting website visitors and engagers, you're leaving cheap conversions on the table.
3. Weak or Stale Creative
Meta ad fatigue sets in fast. Creative that hasn't been refreshed in 3–4 weeks is usually the single biggest drag on performance.
4. Targeting Too Narrow
Over-restricting audiences starves the algorithm of the data it needs to optimise delivery. Broader targeting with strong creative usually outperforms narrow targeting with weak creative.
5. No Clear Offer
Ads that just say "check us out" underperform ads with a specific, time-bound offer or reason to act now.
6. Ignoring the Landing Page
A great ad sending traffic to a slow or irrelevant landing page wastes the click. The landing experience must match the ad promise exactly.
