How NOT to use Facebook Ads

Let’s be real for a second: Facebook Ads can either be your business’s best friend… or that mate who eats all your snacks, drains your wallet, and leaves you wondering why you invited them over in the first place.

The difference? Knowing how not to use them.

Here are the most common mistakes businesses make with Facebook Ads — and how you can avoid them like the plague.

 
1. “Boost Post” Syndrome
That shiny blue “Boost Post” button looks tempting, doesn’t it? One click and you’re an advertising genius… except you’re not. Boosting posts without strategy is like throwing £50 into the wind and hoping it lands in your customer’s pocket. Real campaigns need targeting, tracking, and conversion goals — not just a boosted selfie.

 
2. Targeting Everyone (So You Reach No One)
“Let’s target all of the UK — that way we’ll get more sales!” Wrong. Facebook is clever, but it’s not magic. Broad targeting often results in wasted spend, because your ads are showing to people who don’t care. Nail down your audience: who they are, what they like, where they hang out. Think laser, not shotgun.

 
3. Forgetting the Funnel
Too many businesses expect someone to see one ad, fall in love, and buy instantly. In reality, most people need warming up. Awareness ads → engagement ads → conversion ads. Skip the funnel and you’ll skip the sales.

 
4. Dull Creative That Blends In
Facebook and Instagram are noisy places. If your ad looks like wallpaper, people will scroll straight past. Grainy photos, too much text, and boring stock images scream amateur. Invest in eye-catching creatives and sharp copy. Remember: you’ve got 3 seconds to stop the scroll.

 
5. Ignoring the Numbers
Running ads without checking the data is like baking a cake without ever looking in the oven. Metrics matter. Cost per lead, click-through rates, and conversions tell you what’s working and what’s burning your cash. If you’re not tracking, you’re guessing.

 
The Bottom Line
Facebook Ads aren’t a “set and forget” lottery ticket. Used wrong, they drain your budget. Used right, they’re one of the most powerful growth tools for small businesses.

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