Facebook & Instagram Ads for Coaches and Service Providers

5 Common Facebook & Instagram Ad Mistakes and How to Fix Them

Are you making any of these common mistakes when running Instagram & Facebook ads? 

If you are, don’t worry, you are not alone! The world of Facebook & Instagram Ads can be complicated and it’s always changing. But that is why I am here to help!

I have included some tips for each of these common mistakes. Even if you start with just one, you could see an immediate improvement in your performance!

1. Using the wrong campaign objective

The campaign objective that you choose is what tells Meta what you are aiming for from your ads and determines the type of people Meta will deliver your ads to.

For example, with a ‘Conversion’ objective, Meta will deliver your ads to people who are most likely to convert.

With a ‘Traffic’ objective, Meta will deliver your ads to people who are most likely to visit your landing page (but not necessarily those with the highest intent to convert).

With an ‘Engagement’ campaign, Meta will deliver your ads to people who are most likely to engage in your ad (but not necessarily take an action).

Can you see how a simple change to the objective could improve your ad performance?

2. Mixing warm and cold audiences

There are three reasons that mixing warm and cold audiences in your targeting can affect your ad performance:

  1. Facebook is likely to use most of the budget on one of those audiences. So if it decides to put all the money into your warm audience, you wouldn’t be reaching many new faces.
  2. You can’t see which one is performing best. Splitting them out allows you to monitor which audience gets the best results.
  3. You should be speaking differently to those two audience groups, because your warm audience already knows you, but your cold audience is brand new and needs a slightly different message.

3. Not speaking to your audience in a way that resonates

Messaging is SO important for successful ads these days. (If you’ve been on my list for a while now, you know I am always talking about the importance of your ad copy).

To attract your audience, and stop the scroll, the messaging in your ad must deeply connect with your audience. They should feel like you can read their mind and that you truly understand their pain points. Click here for my tips on strong messaging.

4. Not testing

You should always be testing when running ads, even if you are only running one ad on a low budget. There is always room for improvement, and it’s always sensible not to put all your ad eggs in one basket. Continue to test variations of your ad to learn what does and doesn’t work, and to continually improve your performance.

Click here for my tips on testing.

5. Not having a strategy

Something else I am ALWAYS talking about is the importance of a solid ad strategy to make the best use of your budget. I’m talking about strategy for your ads but also for your whole funnel because your ads are just one piece of your marketing puzzle. To see great results from your ads, you need a strategy for the whole customer journey, from first attracting them right through to becoming a client.

If you want help building a strategy designed specifically for your business, my Strategy Session would be perfect for you. Click here to learn more.

Got questions? Reach out on Instagram or Facebook, and I’ll be happy to chat.

Hi, I'm Corin

I help business owners like you to use effective digital ads to scale your business and serve more of your ideal clients and customers. Without needing a huge ad budget, and even if ads haven’t worked for you in the past.