6 FB Ad Mistakes to Avoid (& what to do instead!) - bethanyrandall.com

6 FB Ad Mistakes to Avoid (& what to do instead!)


Raise your hand if you’ve tried running FB Ads yourself, but didn’t get any results….

OR wasn’t sure it they worked or not because you had no idea what most of the numbers meant.


If you’ve tried Facebook ads and didn’t get the results you wanted, you most likely were making ONE of these 7 common Facebook ad mistakes.

In this post, I’m going to share what they are, and what you should do instead!

P.S. These have all been learned first hand by me at some point in time, so you are definitely not alone.  Mistakes are always opportunities for learning. 

Here are 6 tips learned from rookie ad mistakes…

1. Choosing the wrong objective

The first thing you choose when setting up your ad is the objective. Basically, you’re telling FB what you want to achieve with your ad. This affects WHO FB shows your ads to! Let’s say you’re setting up an ad to target your website traffic… If you choose “post engagement” as your objective, FB will show your ad to a different segment of your web traffic audience than if you would’ve chosen “conversions” as your objective.

Make sense?

Choose an objective that most closely aligns with your overall goal.

2. Not excluding audiences

If you’re goal is to get more email subscribers, than you’re wasting money showing ads to your current email subscribers. Make sure to exclude audiences from your ads to prevent the ad from being shown to someone who already did what you wanted them to do.

For example, if you’re running a lead generation campaign, make sure to exclude your current email list. You do this 2 ways: by .CSV and by URL. That way it’s always updating and your not wasting money showing your ad to people who have already opted in.

3. Hitting “boost” post

If you even own a FB business page, you probably get hit up by the FB sales bot asking you to boost your post. The thing about boosted posts is that they are mainly optimized to increase post engagements (likes, shares, comments) and nothing else. There are limited targeting options, no control over ad placements (they won’t show up on IG), and you’re likely to receive little to no return on investment.

4. Facebook Pixel Not set up right and not Retargeting

This is why FB advertising is so powerful: you can retarget people based on actions they’ve taken and where they are inside your funnel. This gives you, as an advertiser, the chance to show specifically designed ads to certain people along your customer’s journey and move them along your funnel to get the sale.

Make sure your Pixel is set up correctly on your website by downloading the FB Pixel Helper in Google Chrome.

5. Give the ads enough time to optimize

After publishing an ad, you should give it 2-3 days before you decide to make any changes. It’s like making a pizza from scratch. If you poke the dough too much, it won’t have a chance to rise.  So, if you’re not seeing the results you want right away, it doesn’t mean your ad isn’t good. Sometimes, FB just needs more time to find the right people to show your ad to.

6. Send the right message to the right audience

With FB ads, sending the right message is just as important as choosing the right audience.  This is why it is so important to know who your ideal client is, so you can speak directly to them.  This means you should definitely test different versions of your ad copy, or else you’re leaving money on the table.


Bethany Randall is a Facebook ads expert and photographer helping business owners thrive (on more than just coffee) and scale online. 


20 genius facebook ad ideas

struggling to come up with high converting ad copy? download this free swipe file with 20 ideas from expert digital marketers.

download now