If your Facebook ads aren’t performing the way you expected, there’s usually a reason, and most of the time, it comes down to the same few mistakes.
We regularly review ad accounts for businesses across Lafayette and the Acadiana region, and our Senior Ads Strategist, Blake, keeps seeing the same issues pop up that lead to wasted ad spend and disappointing results.
Over the past year, Blake has managed more than $100,000 in Meta ad spend and audited dozens of local ad accounts.
With a front-row seat to what works and what doesn’t, he breaks down the most common Facebook ad mistakes that could be costing you money right now.
Mistake #1: Choosing a Daily Budget Over a Lifetime Budget
One of the most common mistakes he sees is business owners defaulting to a daily budget just because it seems easier. But that “set it and forget it” mindset can seriously hold your campaign back.
When you choose a daily budget, you’re limiting Facebook’s ability to optimize your spend over time. It’s forced to spend the same amount every single day, whether your ads are crushing it or falling flat.
A lifetime budget gives Facebook more flexibility. It can spend more when your ads are performing well and pull back when things slow down.
It also allows Meta to spend more on high-traffic days—for example, more people are on Facebook on Saturdays than on Tuesdays.
Think of it like this: would you rather force yourself to spend exactly $20 every day, or have the freedom to spend $30 on high-opportunity days and just $10 on the slower ones?
That’s what a lifetime budget does, and it can lead to better results without increasing your overall spend.
Mistake #2: Using One Creative in Your Ad Campaigns
Blake still comes across campaigns running with just one ad creative: one image, one video, or one carousel.
That one-and-done approach doesn’t give Meta’s algorithm much to work with, and it doesn’t give your audience much to engage with either.
Meta performs best when it has options to test. And so do people. Some respond to video, some prefer bold, text-heavy images, and others are more likely to click through a carousel that shows multiple products or features.
If you only give the platform one version, you’re limiting its ability to figure out what works best.
When Blake adds creative variety to campaigns that were stuck with just one asset, he usually sees immediate improvements in both engagement and cost per result.
If your audience is made up of different types of people, your ads need to reflect that.
Mistake #3: Not Testing Enough Campaign Strategies or Optimizations
One of the biggest issues Blake sees is that local businesses only run awareness or engagement campaigns. These might feel like the “safer” options, but relying on them alone leaves a lot of opportunity on the table.
Think of your Facebook ad strategy like an investment portfolio. You wouldn’t put all your money into one stock, and you shouldn’t put all your ad budget into one campaign objective either.
A strong strategy mixes awareness campaigns to reach new people, traffic campaigns to drive clicks, and conversion campaigns to generate real leads or sales.
Each one plays a specific role in moving potential customers through your funnel. When Blake builds this kind of campaign mix for clients, the results usually speak for themselves.
Mistake #4: Ignoring Creative Optimization Across Placements
Most business owners don’t realize how many placements they’re missing out on by only uploading one version of their ad creative.
Meta’s ad network has over 22 placements, like Facebook feeds, Instagram Stories, Messenger, Audience Network, and more. If your creative isn’t sized correctly for each one, your ad won’t appear there.
The fix is simple. You need to optimize your creatives for different aspect ratios. Use vertical (4:5) for Facebook feeds, vertical (9:16) for Stories and Reels, and horizontal (16:9) for video placements.
This small adjustment gives your campaign more reach and often brings down your cost-per-result by less competitive placements most advertisers skip.
Mistake #5: Underutilizing Meta’s AI-Powered Features
Another thing Blake often sees during audits is how many businesses overlook Meta’s built-in AI tools.
These features are designed to boost performance by automatically testing different versions of your ad. That includes headlines, primary text, descriptions, and calls to action—all inside a single setup.
When you give the system options, Meta’s algorithm does the testing for you. It figures out what works best and delivers the top version to each user. It’s basically like having an optimization expert working behind the scenes 24/7.
The algorithm processes more data than any human ever could and makes real-time changes to improve performance. Not using this feature means you’re leaving easy wins on the table.
Stop Guessing and Start Growing
These mistakes might seem small on their own, but together, they can seriously hurt your advertising results. Our Senior Ad Strategist, Blake, sees these issues all the time.
They’re the difference between businesses that are guessing their way through Facebook ads and those that are strategically leveraging the platform’s full potential.
Facebook advertising doesn’t have to be a frustrating money pit. With the right strategy and execution, it can become one of your most reliable sources of new customers and revenue growth.
Ready to stop making costly mistakes and finally see real results from your Facebook ads? Schedule your free social media consultation today and let Blake and Klout 9’s team of social media strategists review your current advertising strategy.
During this session, we’ll help point out what might be holding you back and share clear, actionable recommendations to improve your campaign performance right away.
As a leading social media marketing company, Klout 9 helps local businesses get the most out of their social media advertising investment. Our team proudly serves businesses throughout Acadiana and Denver, Colorado, bringing tailored strategies to each market.