Don’ts Facebook Ads: Things to avoid to boost your ads

Welcome to this article in which we’re going to discuss not the “Do’s” but the “Don’ts” Facebook Ads and Social Ads in general. In other words, the things not to do when advertising on social networks. We’re convinced that well-designed advertising campaigns can take your business to new heights. However, to achieve optimal results, it’s crucial to know what mistakes to avoid.

In this article, we’ll share our expertise as a paid media agency to help you avoid the common mistakes that affect your social ads campaigns. You can focus on the opposite side of these points for a list of best practices to follow 😉

🚫 Duplicate campaigns for scaling 🚫

Duplicating campaigns is a common practice in an attempt to rapidly increase the reach of your advertising. However, this can lead to saturation and cannibalization problems.

Rather than simply duplicating your campaigns, we recommend scaling investments gradually and diversifying your campaigns thanks to the many typologies that exist. For example, you can add an Advantage+ shopping campaign. Or you can include a catalog campaign to your structure if your business is e-commerce. Don’t forget to include retargeting and Lookalike audiences in your structure, and that’s one way of increasing investment. For more information on how to scale your ad campaigns, take a look at our article Top 3 techniques for scaling Facebook Ads campaigns in 2023.

🚫 Launch a campaign with the bare minimum 🚫

We understand that time can be a limiting factor, but launching a campaign with the bare minimum can limit its ability to generate results and therefore, limit your ability to generate profit. A single audience and a single ad may not be enough to reach your target.

Take the time to segment your audience according to your brand’s personas (without being too precise to keep your audience segments broad) and create several ad variants to test what works best (different ad formats, different visuals and different copy). This will enable you to optimize your campaign over time and achieve better results.

Prioritize your Conversion Campaigns by adding a Broad audience and buyers Lookalike audience
Prioritize your Conversion Campaigns by adding a Broad audience and buyers Lookalike audience

🚫 Don’t renew ads 🚫

Nothing is more annoying for your audience than seeing the same ad over and over again. When your ads become redundant, users are more likely to ignore them. This is known as “ad fatigue”, and every marketer absolutely must avoid this happening.

So be sure to regularly renew your ads with fresh, engaging content to keep your audience engaged and interested.

🚫 Doing A/B Tests too quickly 🚫

A/B tests are essential for optimizing your advertising campaigns, but rushing can undermine their effectiveness.

Give each variant enough time to obtain meaningful data. A minimum period of 3 to 7 days is generally recommended to allow ads to run and gather meaningful results. Be patient and don’t jump to conclusions, as you could miss out on valuable learnings!

🚫 Not investing enough in creative parameters 🚫

Creative parameters, such as images, videos and copy, play a crucial role in the success of your social network ads. Don’t underestimate their importance and invest in attractive visual elements and compelling copy. In an increasingly competitive digital landscape, it’s essential to recognize the importance of creative elements in standing out from the competition. Users are constantly on the lookout for authentic, informative content, and it’s by investing in quality creative that you’ll be able to meet their expectations.

Don’t forget that trends evolve rapidly on social networks, and what was effective yesterday may no longer be so today. That’s why it’s essential to stay in touch with ongoing changes and constantly adapt your creative strategies accordingly.

By investing more in creative parameters, you’ll significantly increase your chances of success. Well-crafted ads generate interest and engagement from users, which can translate into increased traffic to your website, higher conversions and ultimately, growth in your business.

So never underestimate the importance of creativity in your advertising campaigns. Investing in visually striking content and persuasive copy is more than just an expense, it’s a wise investment that can open up new opportunities and maximize the potential for results for your business. Seize the opportunity to stand out from the crowd and reach your target audience in a more impactful way, thanks to carefully thought-out creative parameters.

Creative investment for the next operation

🚫 Don’t ask other consultants for advice 🚫

It’s sometimes tempting to manage everything yourself, but seeking advice from other consultants can be an invaluable resource.

Each expert has a unique perspective and can offer ideas and strategies you might not have considered. Working as a team with other marketing professionals will help you fine-tune your campaigns and achieve better performance. If you’re interested, we also offer one-off or regular consultancy services, click here to find out more or to request a Meta Ads audit of your accounts to continue with our Facebook Ads and Instagram Ads agency.

🚫 Make content solely for sale 🚫

Instead of only running sales-focused ads, think about creating entertaining and educational content that interests your audience. Providing value to your users will encourage them to engage more with your brand. Educational videos, informative articles, recipe carousels and interesting infographics can all help build brand awareness and attract new customers.

Make content solely for sale


By avoiding these special “don’ts” of social network advertising, you’re well on your way to creating effective, successful campaigns that will stand out from the competition. Take the time to diversify your campaigns, segment your audience, optimize your creative parameters and carry out thoughtful A/B testing. And don’t forget to seek advice from other experts in the field to gain insight and inspiration. Good luck with your future advertising campaigns!

Tiphaine Cognet
A graduate of ESCP with an MSc Marketing & Digital Media, Tiphaine uses her experience in sales and paid social for a portfolio of varied clients. Internationally, she takes care of e-commerce clients as well as B2B clients with expertise and attentive listening. On average, CPLs are down 32% and ROAS are constantly increasing from the first months of management on her accounts.

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