Facebook and Instagram advertising
Running ads on Facebook sounds like it should be easy, right? You throw in a good photo, and a catchy line, hit “Boost Post,” and then wait for the floodgates to open. But, if you’re a small business owner who’s dabbled in Facebook and Instagram advertising, you already know the truth: it’s not that simple. You spend money, cross your fingers, and then… nada. No clicks. No sales. Just frustration.
The thing is, most businesses mess up the same basic stuff. No shame in that—we all start somewhere. The good news? These mistakes are fixable, and you don’t need to be a marketing wizard to turn things around.
1. Boosting Posts Without a Real Strategy
Do you know that little blue “Boost Post” button that Facebook loves to flash at you? Yeah, it’s kind of a trap. It feels like a shortcut, but it’s just a quick way to waste your money if you don’t have a clear goal.
Too many small businesses hit that button without defining what they want—sales, leads, signups, traffic?
Here’s the fix:
Before you spend a cent, ask yourself: What’s the reason for this ad? Choose the right marketing campaign objective (like conversions, visitors, or engagement) based totally on your actual goal. Facebook’s advertising platform is powerful, however most effective whilst you supply it with clean instructions.
2. Trying to Reach Everyone—and Reaching No One
We’ve all been there. You create your ad and think, “The more people that see this, the better.” So you go broad. You target all adults in your country. And then… crickets.
The problem? Vague targeting gets you vague results. Facebook’s great at narrowing in on your dream customer—but only if you help it out.
Fix it like this:
Get specific. Think about your ideal customer—age, gender, location, interests, and behaviours. You can even use custom audiences based on people who’ve interacted with your page or visited your website. The more dialed-in your audience, the better your results.
3. Bad Creative That Doesn’t Hook Anyone
Let’s face it—people scroll fast. If your ad doesn’t grab them in the first 2 seconds, it’s toast.
And yet, too many businesses post a boring image with a dry caption like, “Check out our new product!” That’s not gonna cut it. Social media is busy. Your ad has to pop.
Here’s what works:
Start with a bold statement, a question, or even a little controversy. Use vibrant, original visuals—ditch the cheesy stock photos. And make your call-to-action (CTA) crystal clear. Want them to shop? Say it. Want a download? Say that.
Make it irresistible to scroll past.
- Skipping the Testing Phase
Here’s a truth bomb: your first ad probably won’t be your best. That’s normal. The problem is when small businesses run one ad, it underperforms, and they give up thinking, “Well, Facebook ads don’t work for me.”
Nah, it just needed a tweak.
So test like this:
Run a few versions of the same ad—try different images, headlines, or calls to action. Keep the budget small while testing. See what works, then scale the winner. Think of it like taste-testing recipes before serving a full meal.
5. Forgetting Mobile Users Exist
You know what’s wild? Most Facebook users are on their phones. But many businesses build their landing pages like they’re on a desktop. Slow loading, tiny buttons, cluttered layouts—ugh. We’ve all rage-quit a site like that.
How to fix it:
Test your landing page on a phone. If it loads slowly or looks like a hot mess, fix it before you run a single ad. Keep things clean, fast, and tap-friendly. Because if it’s not mobile-optimized, it’s invisible.
6. Neglecting the Follow-Up Game
Here’s where most small businesses lose money: they don’t retarget. Someone clicks their ad, browses around, and then bounces. And that’s it—they’re gone forever.
But guess what? You can follow up—without being annoying.
The solution:
Use the Meta Pixel to track website visitors and create retargeting ads. Show them a reminder, a special offer, or a customer review. People usually need to see you a few times before they buy—don’t waste the chance.
7. Ignoring Advice from People Who’ve Already Done It
Why reinvent the wheel when marketing pros are sharing their wins (and flops) for free? Seriously, you don’t have to guess your way through Facebook ad strategy.
One gem I recommend?
The Social Pros Podcast. It’s loaded with insights from actual marketers running real campaigns. It’s not fluff—just honest, useful takeaways you can apply immediately. I’ve learned more from one episode than I have in some $500 courses. Just sayin’.
8. Getting Discouraged Too Fast
Lastly, let’s talk about mindset. A lot of small businesses try one ad, don’t get results, and write off Facebook ads completely. But here’s the truth: even pros flop sometimes. It’s part of the game.
Think of it this way—ads are an experiment. Every failure is data. Learn from it, tweak your approach, and try again.
Keep this in mind:
You don’t need to be perfect. You just need to be consistent. The groups that stay with it, check new thoughts, and live curiously? They’re the ones who win ultimately.
Summary
Facebook and Instagram advertising aren’t magic—but they may be powerful when finished properly. And you don’t need a large price range or a full-time advert supervisor to get consequences. Just avoid the commonplace traps, stay curious, and don’t be afraid to test.
You’ve got this. And hey—if your ad doesn’t work the first time? No biggie. Learn, tweak, and try again. That’s how real marketing works.
Now go out there and make some noise.
