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5 Common Facebook Ad Mistakes (And How To Fix Them)

Posted on 9th January 2026
 
Facebook Ads can be an effective marketing practice for your business, but one that can be easy to get wrong – especially if you haven’t run ads before or aren’t familiar with the platform. It’s easy, if you’ve had a bad experience with Facebook Ads in the past to think that the platform simply doesn’t work for your business – but that’s not the case. 
 
Here are 5 common Facebook ad mistakes and how you can fix them to ensure your ads work best for your business. 

Mistake 1: Using Too Much Budget 

One of the biggest mistakes some businesses make is using too much budget too early on into their campaigns. Many believe they need a big budget for Facebook Ads to work for them, but Facebook needs time to gather data about your ad and who responds to it – allowing their algorithm to deliver it correctly. Using too much budget can see you burn through money you can’t afford to lose – resulting in your ad being switched off before it can really deliver. 
Fix: Starting off small with around £5 a day allows you to test and scale in tune with the results that are being delivered. Having a small budget doesn’t mean less results – it can in fact bring in a lot of business and a lot of money, allowing you to consider adding more budget to your ads overtime once they begin bringing in the numbers you desire. 

Mistake 2: Poor Targeting 

Targeting is often the ‘make or break’ part of your Facebook Ads – and it’s where business often fall in their strategies. You really need to familiarise yourself with your target audience before you begin running ads – if you go too broad or too niche, it can often leave you with little audience engagement. 
 
Fix: Instead, target what you know (and what Facebook has available) about your audience. If you’re targeting parents, but only those with young children for example, Facebook allows you to select those who are listed of having children in specific age ranges. From demographics to jobs and even such things as engaged shoppers, there is an abundance of targeting options that will work for your businesses – so elect the right people and let Facebook’s algorithm do the rest. When the data comes in, you can refine your targeting if needed – learning as you go where your core audience lies. 

Mistake 3: Choosing the Wrong Objective 

One of the main reasons that Facebook Ads often fail is due to the wrong objective being chosen. This is the beginning of any campaign creation – forming the basis of your campaign and helping Facebook to understand your desired outcome – if you want sales, then you’re looking for a sales campaign, not awareness or engagement. 
 
Fix: There are Traffic, Sales, Engagement App Promotion, Leads and Awareness objectives, all offering different goals to help bring in the best interaction with your ad. As an example, you’d use a Lead campaign if you want messages, calls, sign ups or an instant form whereas Traffic is good for link clicks and landing page views. Knowing exactly what outcome you need from your campaign will help select the correct objective, giving Facebook clear instructions and you clearer results. 

Mistake 4: Weak Ad Creative 

For some, the ad creative can be the part that trips businesses up with their Facebook Ads. Either you have a great creative but the setup is poor, or you have a great setup and the creative is poor. If you’re falling into the latter category, then this is where you’re making a mistake. Common issues with ad creative include: 
 
- Unclear or an absence of a call to action 
- No clear benefit conveyed to the audience 
- Generic images that don’t stand out 
- Confusing, overloaded graphic design 
- Multiple messages in one ad 
 
You have seconds to grab the attention of your audience member – remember they’re not on Facebook to buy, so your ad needs to stop them in their tracks whilst scrolling through posts from friends, family and pages they engage with regularly. 
 
Fix: Once you know what it is you want to promote, ask yourself 3 things: Who is the ad for? What problem does it solve? What benefit does it provide? 
Stick with one message, one offer and one goal – use high quality imagery, branded, simple designs and make your customer feel that they need your product or service. Touch on their pain points, solve them, and then direct them to exactly where they need to go. Pair this with a great set up, and you’ll be on track for success. 

Mistake 5: Ignoring Results 

You can’t build and run an ad and then ignore the results, leaving an ad that may be using a lot of budget but getting little results running in the background or stopping an ad that is bringing in results. Facebook Ads require regular results tracking, so you know what is and isn’t working so you can tweak and scale correctly. There’s also the case of focusing on the wrong data - likely you’ll be looking more towards likes, comments and shares, which, whilst important, are vanity metrics – you want to be looking more towards the things that actually matter such as your actionable metrics like conversions. 
 
Fix: From the start, make sure your tracking is set up correctly so that you don’t run into any issues, and then focus your attention on the metrics that will align with your goals such as – in a leads campaign – the amount of leads, the cost per lead, and even cost per link click and click through rate. Getting this data tracked on a weekly basis can help guide you with the future of your campaigns, giving you the chance to see how your campaigns improve over time and giving you an indication of when to make those crucial changes to allow your ad to perform at its best. 
 
Facebook Ad issues often aren’t often down to the complex or advanced settings but rather the simpler tasks, that whilst seemingly straightforward, also leave room for small errors that can change the way your campaign performs. By fixing these mistakes, you can run an ad that works for your business – allowing this to become a key part of your marketing strategy. 
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Facebook Ads: How To Get Your Campaigns Performing

Posted on 20th November 2025
 
 
 
Getting started with Facebook Ads? Once you’ve created your campaign, you’ll need to track and monitor its performance to ensure you’re getting a return on your investment, your campaign is being delivered and your target audience are interacting with your ad. 
 
But how do you get your campaigns performing? This blog will help you create an ad that works well for your business. 

Creating your Campaign: Essential Tips 

In order to give your ad campaign the best chance of performing, you need to ensure that you’ve created an ad that’s optimised and targeted correctly. Here are some essential tips for you to take note of when it comes to creating your campaign: 
Install The Meta Pixel: The Meta Pixel (also known as the Facebook Pixel) is a piece of code on your website that helps to track actions that have been taken by a visitor – such as adding to basket or simply visiting a page. You can track what actions are taken by visitors from Facebook or Instagram – which is really helpful not just for performance and results, but also for the future if you plan on creating any retargeting campaigns. 
 
Set Your Budget: You don’t need a big budget, contrary to popular belief. Small budgets can have a huge impact if your campaign is correctly created – and they don’t break the bank, leaving room for you to funnel more money into them if their performance is great, or keep the same budget whilst you make changes to improve performance. 
 
Choose The Right Objectives: You should have a goal for your ads, and this will help you to choose the correct objective. Your objective should align with the outcome you desire – with the options being: Traffic, Leads, Awareness, App Promotion, Sales and Engagement. 
 
Know Who Your Target Audience Is: Like anything with your social media marketing, your target audience is what can make or break your campaign. As Facebook allows you to target your audience manually, knowing everything about them will help you to create an audience that will be interested and will interact with your campaigns. You can also call your audience out in your copywriting – helping Facebook’s algorithms further figure out who your audience really is. 
 
Ad Creative: When it comes to your creative, make sure your copywriting is clear, concise and to the point – touch on your audience’s pain points and explain how what you’re advertising can solve them. Your image, carousel or video must stop people in their tracks when they’re scrolling – so make sure it stands out, use your branding and make it easy for your audience to understand exactly what it is you’re advertising. 

Ad Performance: Tracking and Optimisation 

When it comes to your ad performance, you need to understand what you’re tracking, and how to optimise your campaigns to help with it’s performance. 
First of all, when it comes to tracking your results, Facebook offers a plethora of options for you to take note of. Some of the most common ones to monitor are your cost per click, reach, impressions, purchases, link click through rate and budget. These things can all help to point you towards how well your campaign is doing – and if it’s not looking as good as you hoped, you can use the results to make changes to improve your results. For example, you may have a lot of reach and impressions, but no link clicks – this may mean you need to take a look at changing some elements in the creative part of your ad such as the copy or image. You may have a lot of link clicks and a high click through rate but no purchases – which means you need to take a look at your website to see how you can make it better and more enticing for your audience to take further action after visiting your page. You can think about using different variations in your creative as a test to see which one your audience prefers and interacts with most, or testing two different images or two different styles of copy. Keeping track of your performance week by week and tweaking your campaigns to make them more optimised can really help to push them forward, giving you a great campaign that brings in investment from your audience. 
 
Facebook Ads don’t have to be complicated – but getting your head around them can take some time. If you’re doing it alone, hopefully you’ll find these tips helpful to creating a campaign that performs for your business. 
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Video Ads vs Image Ads: What To Use on Facebook

Posted on 16th October 2025
 
When you’re creating your Facebook Ads, getting your creative right is key to getting your ad to catch the eye of your audience. But with both picture and video to choose from, how do you know which would be best to use for your Facebook Ads? 
 
Here’s all you need to know to help you decide on selecting the best ad creative. 

Video Ads: All You Need To Know 

Facebook Video Ads can be a powerful tool to bring in customers – and with social media in general becoming much more favourable and reliant on the power of video, using it for your Facebook Ads could be the perfect choice for you.  
 
First, lets look at ad placements and lengths. Facebook offers several ways to display your ad on their platform – but it’s important to be aware of their video length constraints: 
 
• Facebook Feed - 241 minutes max 
• Facebook in-stream video (mobile) - 5 seconds-10 minutes 
• Facebook in-stream video (desktop) - 5-15 seconds 
• Facebook Marketplace - 241 minutes max 
• Facebook Stories - 1-120 seconds 
 
Just because some placements provide you with a long length of time, you need to remember – you’re stopping people in their tracks from scrolling. If you take a long-winded approach, you’re relying on your audience sticking around to find out what you’re actually trying to sell them – and for many, they’ll want to know the facts straight away. Keeping things short, sweet and simple can be the crucial difference between hooking the audience in and waving them goodbye. 
 
A successful Facebook Video Ad tells a story – if you start strong, you can capture attention in the first few seconds. By using visuals, a question or directly addressing your audiences’ pain points you can create an add that resonates with your ideal audience member. Think about using captions for accessibility or for those watching with sound off, focus on the benefits of your products and services, ensure your branding is present and have a clear CTA. Avoid the hard sell, but make it clear that what you’re offering could be the key to solving your audiences problems. 
 
Finally, how do you know if it’s the right creative for you business? Facebook Video Ads can benefit everyone, but they can be really impactful for: 
 
• Businesses who really need to build trust with their audience, such as those in fitness, driving instructors, salon owners – make people really see the value in you, your expertise and how you can help them. 
 
• Those who have testimonials to hand – if you’ve already had success with customers, getting some video testimonials from the people that have used your business before can help to sell you and your business to the audience. 
 
• Those in creative industries that rely on visuals to impress audiences such as fashion or home décor companies. 
 
• E-commerce businesses that are showcasing new products, showing your audience exactly how they work. 

Single Image Ads: All You Need To Know 

If video ads don’t sound like something that will work for your business, then single image ads could be the right choice for you. One of the most effective ways to reach your audience, it can still help you make an impact without needing to invest in video content. 
 
Meta has the following recommendations for single image ads: 
 
• File type: JPG or PNG 
• Ratio: 1.91:1 to 4:5 
• Resolution: 
• 1:1 ratio: 1440 x 1440 pixels 
• 4:5 ratio: 1440 x 1800 pixels 
 
Competing with so many other image ads can feel like a big ask – but if you want to stop people mid-scroll, you must ensure your visuals are bold, bright and clear in order to catch the attention of your audience, include some short text to get your message across, is branded to your business including your colours and logo, includes a CTA and, most importantly, clearly puts the focus onto the products or services you are selling. These types of ads are perfect for local, small businesses, those who provide services like consultations or electricians, event organisers or e-commerce businesses who are announcing sales or promoting specific products. 

Make Your Visuals Stand Out 

Finally, we take a look at Carousel Ads. These ads allow you to display multiple products in a singular ad, linking specifically to each, or for explaining something to your audience. Carousel ads have the following placements: 
 
• Facebook Feed 
• Facebook Marketplace 
• Facebook video feeds 
• Facebook right column 
• Facebook Stories 
• Facebook search results 
 
If you’re using Carousel Ads, you can either include images of your products in a straightforward fashion, or make multiple, flowing graphics that have rolling information that lets your audience know a little more about what you have to sell. Tell a story, add value with each of the 10 cards you have available to you and end with a CTA, telling people what the next steps are. They’re designed for interaction and can be super effective for retargeting campaigns or highlighting collections – so if this is where you’re at, Carousel ads could be great for your business. They’re fantastic for pretty much all businesses – particularly for ones who focus on travel, fashion, food, or those in the property market. 
 
Whether you’re leaning more towards video or images are more your thing, creating ads that perform can take some time and tweaking – but by picking the right creative, you can create a campaign that stands out from the rest and wins you business every time. 
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Top Facebook Ad Tips For Small Business Owners

Posted on 18th September 2025
 
If you’re the owner of a small business, Facebook Ads can be a great way to get discovered by new audiences and bring in new business. 
 
Facebook Ads don’t have to break the bank, and can bring you a greater return on your investment when they’re optimised and run correctly. If you’ve never made one before, then don’t worry – these top tips will help you to get your head around Facebook ads so you can begin creating and running your own. 

Choosing the Right Ad Objective: How To Find The Right One For Your Campaign 

First of all, you need to select the right objective for your Facebook Ad Campaign. Ad objectives help to mould the outcome of your campaign, and should align with your goals for running a Facebook Ad. Here are the Ad Objectives you can choose from: 
Awareness – Awareness campaigns will help you reach people who are most likely to remember your ad, and can help if your business has rebranded or is just setting up – letting your audience become much more familiar with your business. 
 
Traffic – Traffic ads increase the traffic to something like your website, your page, app or another resource. You want to get as many people as possible to click through, visit and take action in the destination that you’ve sent them to. 
 
Engagement – This is when you’re looking for people who are most likely to engage with your business online, whether that’s something like getting them to start a conversation on messenger or take a specific action on your Facebook page or your ad itself. 
 
Leads – Using messages forms, phone calls or sign ups, lead campaigns let you get customers to enquire to find out more by helping to provide their information in some capacity. For example, you can get more sign ups to an email list, or attract them with a free trial or resource. 
 
App Promotion – Have an app you need to promote? App Promotions are great for targeting mobile users to install your app or, if they already have it, to make a purchase or visit something new that you’ve introduced within the app specifically. 
 
Sales – Finally we look at sales campaigns, which are essentially what they say on the tin. They’re campaigns designed to get people to make a purchase, but they can also be used to track things like adding to a basket (which can also be helpful when it comes to retargeting later on in your Ads journey). 

Set The Right Budget 

When setting up your ad, you’ll need to select the ad budget – this is the amount of money you’re willing to spend daily during the duration of your ads being run. Whilst you may think you need to put a substantial amount into running an ad, you also need to ensure that your spending will be financially stable for your small business. Starting with £5 or £10 can be enough to bring in significant results if you’ve correctly curated a campaign that attracts the correct audience to purchase from you. By starting small, you can continue to test and scale until you find the ad that works the best for your small business without the worrying of spending over the odds for an add that isn’t performing that you can’t afford to change. 

Ad Creative That Stands-Out 

Your creative is what hooks your audience in and helps you to stand out from the crowd and competition. There are multiple components to the creative stage of your ad, so here are the things you need to be looking out for: 
 
Text – Make sure your text is clear in it’s messaging, concise and gets to the point quickly. You need to let your audience know how your or services solves their problem and pain points, and intrigue them to click through and take some kind of action (depending on what the objective of your ad set out to achieve). Speak directly to your audience members, show them that you understand what they need and why your business is the one they need to buying from. 
 
Headlines – You headline should be clear and short, making it quick and easy for your audience to understand what you Ad is about. 
 
Call To Action – You need to direct your audience to the action they need to take, so select the most relevant call to action for your ad such as ‘Sign Up’, ‘Learn More’ or ‘Book Now’. 
 
Image & Video – When it comes to the image(s) and video that you use, there are things you need to consider. Whether you’re using a singular image or carousel format, make sure it’s branded, correctly represents what you’re advertising to your audience, and grabs their attention. With your images and video, ensure they’re high-quality and with your video, make sure it’s not too long and explains what it is that you are advertising to your audience. Your images and video are the things that need to be stopping your audience in their tracks – so spend time ensuring this area is perfected. 

Find Your Audience 

Finally, you can run a great ad but without the right audience seeing it, you won’t be bringing in any business. First, think about the person you want to see your ads – consider their demographics such as their location, age, gender, interests, job type, even things such as if they’re parents or what they earn. Don’t narrow your audience too much so that you get no leads, but don’t ignore it entirely so it’s shown to people who won’t have an interest in what you’re advertising. Having a good idea of your audience can even help with the creative side of things, so make sure you are absolutely certain on the traits and characteristics of your ideal audience member. 
Starting Facebook Ads can be daunting, but hopefully these tips can give you some guidance when it comes to creating your own. If you’re struggling, don’t have the time or just need help from experts then don’t hesitate to get in touch with 22:22 marketing – we can help get you started with your Facebook Ads. 
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How To Write Facebook Ad Copy That Converts

Posted on 7th August 2025
 
 
Thinking about expanding your marketing into Facebook Ads, but are approaching it for the first time? If so, then one of the most important things you need to know is how to create an ad that converts – and in this blog we’ll be looking at your ad copy. 
 
Ad copy is what helps to convey your message across to your audience – if your audience don’t know what you’re selling or don’t know how it’ll help them, then they won’t buy from you. So, if you’re getting started with ads here’s how to write ad copy that converts. 

Facebook Ads: General Top Tips 

If you’re starting with ads, here are some general top tips you need to know before you start: 
• Know who your audience are: It’s important to be aware of exactly who you’re marketing towards. You should already have a good idea of this, so take a look at who you’re already targeting and go for a similar audience with your ads. You can even get more specific if you wanted by considering the type of interests they have, income, relationship status – anything that helps you to understand the mindset of your audience member. 
 
• Brand Voice: You should have an adopted brand voice that carries you through all of your business social communications. Is it corporate? Humorous? Relatable? Friendly? Your brand voice is what represents your business and gives you a cohesive online presence through your digital marketing efforts. 
 
• Graphics: Decide what graphics you want to use. Is it a carousel ad, single image or video format? Having this in mind will help to aid what you include in your text. 
 
• Be aware of what placements, formats and objectives that are available to you and select the correct ones for your business. 
 
Now we have these points considered, let’s look closer into writing your Ad copy. 

Speak Directly To Your Audience 

One of the key things you must do when writing your copy is speak directly to members of your audience. Put yourself in their shoes and consider what issues they may be having, and what product or service they need to solve this problem. For example, if you’re an ethical clothing brand, your ideal customer may be looking to buy good-quality items that aren’t considered ‘fast fashion’, and may be wanting to be eco-friendlier and more sustainable with their purchases. You know your product solves this, so use this to your advantage in your copy by directly pointing this out. You can ask at the top of your copy a question related to their problem which can act as an instant hook, or, even better, speak as your audience. You can look at any reviews you may have to see common themes and problems mentioned that your product has solved, but if you don’t have this available to you then you can come up with your own problem. Sticking with our example, you could begin your ad with a statement such as “I want to be sustainable with my clothing choices, but I keep coming across fast-fashion instead” or “I’m concerned about the impact my fashion choices are having on the environment”. Whoever it is you’re targeting, really get to know what it is that they’re looking for and include it in your messaging. You can use these pain point quotes in your graphics too for an instant impact. 

Capture Attention Fast 

In today’s fast paced social media world people will keep scrolling until they see something that captures their attention – Samba Recovery reports that the average internet user has an attention span of 8.25 seconds, so not only are you battling with grabbing their attention you’re tasked with retaining it too. Therefore, get your point across – there isn’t a lot of room to pad out what you’re trying to say, so make sure you’re concise, and that the information you provide can be consumed quickly. Your graphics can also aid with grabbing attention – if this stops someone in their tracks, your copy should be would keeps them engaged and wanting to click through to find out more or purchase what you’re selling. 

Add Value 

Don’t sell, sell, sell – add value instead. People aren’t on Facebook to buy – you need to warm people up to purchasing. After all they’re often passively scrolling through content, and the last thing they’re looking for is someone demanding sales. This why you need to have value in your copy – show that you understand your audience, their wants and needs, and most importantly, speak their language. If they relate to what you have to say in your copy and feel like your business could be the answer to their problems, they’re much more likely to click your link and take action than if you went straight in with an immediate sales pitch. Finding the right balance between sales and value is the key, and when approaching your copy think about answering two important questions: Why would someone want to use my product? & How will it help my audience? 

Call Out Your Audience 

Facebook has some great targeting options available for you to use within it’s own platform, but you can also help to push the algorithm even more by directly mentioning your target audience in your copy. Looking for football fans? Fashion lovers? Animal lovers? Frequent travellers? Call them out in your copy. Using Facebooks in-built targeting system within ad manager, not only are you giving yourself the best chance of reaching the audience you want to be engaging with your business, but you’re also ensuring they’re hooked in from the get go as they recognise themselves instantly in your ad copy. 
Whilst ad copy isn’t the only thing you need to focus on if you’re running Facebook ads, it is a key component to forming the rest of your set up by complimenting multiple aspects of your campaign. If you’ve been struggling with writing copy that converts, then hopefully these tips will help you create copy that wins you business. 
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The Basics Of Running An Ad Campaign

Posted on 17th July 2025
 
If you’re starting out with running an ad campaign, then you need to know the basics before your start delving into the more detailed elements. Learning these basic components allows you to build on them as you grow more confident with campaign creation and management. 
 
Here’s what you need to know when you start running an ad campaign. 

Consider Your Budget 

Knowing how much you’re spending on ads is crucial to planning and running a campaign – but how do you know what you should be spending? 
Facebook allows you to select your budget – this is either your lifetime budget (what you’re willing to spend for the entirety of your campaigns run time), daily budget (what you plan to pay daily), campaign budget (run by Advantage+ to simplify your set up) and Ad Set budget (allowing you to change how much you spend on each ad set individually). 
Look at your ad goals and your current financial situation, which can help you to determine your ad spend. Don’t spend too much – starting out small helps you to control your finances, and when you’ve got all the elements right, you may find that a small budget can bring you great results and a big return on your investment. 

Targeting  

Don’t underestimate the power of targeting – knowing who your target audience are is crucial for ensuring your ads are delivered to the right people. If you target your ads wrong you could end up wasting money and time on an Ad that doesn’t perform, so get a good idea of who it is you want interacting with your business and clicking on the links you have included within your ads.  
 
You want to consider such things as: 
 
• Where your audience are located – if you have a physical location, you may only be looking for people who live around the area your business is in. If you offer an online course, or sell online, you may choose to target multiple cities, the entire country or a global audience. 
 
• Their age – knowing how old your audience are will allow you to tailor other elements of your campaign such as your copy and graphics. Facebook typically lets you target users from the ages of 18 – 65+. 
 
• Their gender – Whether your business is created for everyone or you create products or courses specifically for women or men, you can use this to design your ad creative and target the correct people. 
 
• Their interests – What does you audience like? What personality traits do they possess? For example, if you run a sports company, you can target people who are interested in fitness or a specific sport. This can help to narrow your audience to those most likely to show interest in your ad. 

Visual Elements 

Next, you want to consider creating your visual elements. These must convey the message of your ad, stand out from the crowd and help to capture the attention of those scrolling through their feed. Your ad must be branded so it can be easily recognisable alongside your business – helping with building brand recognition too – using your logo, colours, fonts and tone of voice in your visual elements to create a cohesive campaign. You can use an image in a single or carousel format, or if you’d rather, use a video to help convey the message of your campaign – however, keeping these videos short, sweet and to-the-point can be much more powerful at retaining interest from your audience than a longer video. A/B testing can be helpful too – creating different variations of you visuals or using a video, single image and carousel and testing them to see which works better can help to shape your future campaigns. 

Copywriting 

Now, you need to think about writing your copy. Your copy must be compelling, answers the pain points and wants of your audience by providing value to them, and encourage them to take the next steps via your call to action. Be direct with your messaging, get to the point and don’t make it too long – like your visuals, your copy must grab the audience’s attention straight away.  
 
Ensure it’s written in your brand voice, and works with the visual elements you’ve created. You can also decide to A/B test your copy, using different styles, lengths and messaging to see what your audience best responds to. 
Once you get these basic things set into place, you can begin to consider such things ad formats, placements, and reviewing each element of your campaign. If you’re creating ads, then these four things are key to know and get right before you begin running your campaigns. 
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Are Your Ads Suffering From Ad Fatigue?

Posted on 3rd July 2025
 
If you’re running ads but have noticed that they’ve stopped performing, there’s a chance that they could be suffering from ad fatigue. 
 
But what is ad fatigue, and how do you fix it? In this blog, we’ll take a look at how your business can discover if your ad is suffering from this issue, and give you the tips you need to ensure you can maintain it’s performance. 

What is Ad Fatigue? 

Whether you watch TV, use social media or listen to the radio, you’ll have noticed certain ads that just pop up over and over again. Often, you then get tired of seeing these ads and stop paying attention, or if you’re seeing them online, skip or scroll past them – this is what we call ‘ad fatigue’. When an audience gets bored with ads, campaigns begin to become less effective and bring in less revenue. Whilst they may still be bringing in conversions, these conversions are likely to be lower in volume and slow down over time. 

How To Spot Ad Fatigue 

Worried that your ad is suffering from fatigue? There are some signs that you need to keep an eye on when ad fatigue begins to present itself. Here’s what to look out for: 
 
Drop In Engagement - If you’ve noticed your ads or even your business is getting fewer engagements on social media, that can point to people getting tired with your offerings. If less people are liking, commenting, sharing, talking about your business or interacting with ads, then your audience are likely getting fatigued - and you need to look into where you're losing your audience's interest in order to get them engaging with you again. 
 
Click Through Rate – Depending on your goal, a drop in clicks can point towards ad fatigue. If you previously started with a high volume of clicks (and conversions), but you’ve noticed a steep decline, then it’s clear that changes need to be made so you can continue bringing in a steady flow of new customers. 
 
Impressions – Ads are shown to your target audience, but the less they engage with it over time the less likely it is that your audience will see them. This has an impact on your impressions, and when these begin to fall you need to re-think your current ads and strategy to ensure you’re getting the best results and avoiding fatigue. 

Combatting Ad Fatigue: What Changes You Can Make 

If you think your ads are affected by fatigue, then here are a few things that can be done to fix it… 
 
Change Your Creative – People can get bored looking at the same image or video multiple times when it appears on their feed, so making small changes can be beneficial to stopping your audience in their tracks when they’re scrolling. Whether it’s freshening up images, changing colours or fonts, re-designing your graphic, adding new footage into videos or simply adding onto the graphic that there’s currently a sale or offer taking place, updating your ad can be hugely important in recapturing the attention of audience members. 
 
Rotate Your Ads – Having multiple ads that you rotate are helpful to preventing ad fatigue. Once you notice one ad is beginning to drop engagement, run the other (which should have some slight differences, even if your offer is the same). This allows you to deliver fresh ads to your audience, and you can use A/B testing to ensure you’re only delivering the highest-performers to guarantee good engagement and clicks. 
 
Look At Your Analytics – As with anything you do on social media, your analytics play a key role in explaining how your ads are doing. Tracking your ads performance allows you to see trends over time, notice when a decline starts to happen and take the needed steps to rectify any problems. When fatigue begins to set in, you’ll see this in your analytics – giving you the opportunity to make changes to boost your engagement back up. 
 
Stay Up-To-Date With Current Industry Trends – Key word research and insights into current trends within your industry or audience can be useful to know when tackling ad fatigue. Rewriting your copy to include terms that your audience are currently searching for and ensuring your copy is rich with key words will help to make your messaging more relevant and valuable to your target audience. 
If you’ve noticed ad fatigue starting to affect your performance, don’t worry – making tweaks and changes can help to reignite your campaign and spark more interest with your audience. By following these tips, you should now be able to know what to look out for and how to fix any issues you're having with ad fatigue. 
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Is AI The Way Forward For Digital Marketing?

Posted on 22nd May 2025
 
The 2020s has seen a huge increase in the development and usage of AI – and in 2025, the majority of social media platforms and search engines, especially Google, have made sure to implement AI features in some way. 
 
But is AI the way forward for digital marketing? Whilst there are benefits to the AI boom, there’s also concerns about the impacts it will have on digital industries, as well as ethical and environmental issues that may arise. 
 
In this blog, we’ll look at the pros, cons and future of AI in the world of digital marketing. 

Pros Of AI In Digital Marketing 

Predictive Analytics: AI can have valuable impacts on your analytics, by predicting future outcomes of campaigns by collecting and analysing your current data quickly. It will allow you to make faster, better decisions about the content you’re creating and boost your response to future trends. 
Time-Saving: Starting with the pros, AI can be a time saver for businesses who are looking to post on social media but don’t have enough hours in the day to sit down and create content themselves. Whilst there are drawbacks to this (which we’ll get to later), AI can provide a helping hand to those who want to create a digital presence online quickly. Giving some information about your business and style of post to an AI system such as ChatGPT will help it to create a post that’s relatively branded to your business’ message – and can speed up the launch of your campaigns. 
 
Customer Experience: AI Chat Functions allows your audience to get instant answers 24/7 to frequently asked queries, but also with a chance to provide human interaction if it’s still required towards the end. On Meta platforms, simply set up Business AI in Meta Business Suite, select which topics you want AI to help with, connect your business portfolio and set up AI. You can then add further recommended information to make responses more accurate – when using Messenger, you can view and manage AI chats in your inbox in Meta Business Suite, and will be able to see when an AI chat is happening as it will be labelled as AI active. Messages will also be labelled as "Generated by AI". 
 
Ad Campaigns: Struggling with Ads? Sites like Facebook offer something called Advantage+, which is made to ‘improve efficiency’ and help you reach your business goals by applying AI across your campaigns. Whilst this can be helpful for businesses looking to quickly put out an ad campaign, it can have it’s set backs if you’re not familiar with how to use it alongside human-created campaigns. 

Cons With AI In Digital Marketing 

Personalisation: Whilst AI can be great for creating content, it also removes authenticity and personalisation – which can get you lost in a sea of other businesses using the same AI methods to create their content. Being able to produce content yourself, whether you do it in house or outsource it, can help you stand out from the crowd and attract an audience who are looking for a business that genuinely is talking to them, understanding their needs and helping to provide a solution to a problem that they’re having. Adding a little human emotion can aid in making content feel less generic, and can be the thing that hooks in an audience member, rather than leaving them scrolling on by. AI driven content can save time, but that doesn’t always mean it’s the best available option. 
 
Ad Campaigns: We’ve spoken about the pros of using AI in ad campaigns, but what are the cons? Well, ad-campaigns have been able to be successful prior to the roll out of AI applied systems and sometimes, these systems may not get things 100% correct. You should know your audience demographics the best, and if you already have a content style that matches with your business’ branding then you shouldn’t need to use AI at all, or too much, when you’re creating an Ad. There’s also the ethical concern of trust – when it comes to your ad creative, you need to ensure that your graphics and accompanying text represents your business 100% truthfully, and makes no false claims or shows no false or enhanced products. Your audience need to be able to trust that what they’re being sold is the real deal. 
 
Brand Voice: Heavy reliance on AI for your content can dilute your brand voice – making you fall behind other businesses in your industry. What makes you different? What makes you stand out? Your brand voice can help to assert this to your audience, giving your content a unique style and personality in a highly competitive digital landscape. 
 
Environmental Concerns: People are becoming more environmentally conscious – and AI systems use a lot of energy and creates electronic waste, which can have significant impacts on the environment. Sustainability has risen in recent years, with PwC research finding four fifths or people are willing to pay more for sustainable goods – so, if your products are sustainable, using AI can directly go against potential practices that your pride your business’ products or services upon. 
AI isn’t going anywhere anytime soon, and as more and more platforms begin to introduce it into daily social media habits, creation and searches, it can be difficult to avoid it altogether. Whether you fully lean into using AI, decide against it completely or want to find a happy medium – there is a role for it building in the digital marketing space, but where it will end up is yet to be seen in the future. 
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How AI is Changing Social Media Marketing

Posted on 20th March 2025
 
 
 
 
AI is rapidly transforming the way businesses approach their social media marketing. Artificial Intelligence has become a key tool on social media platforms and for many businesses it’s now a necessity for them if they want to continue to be competitive. 
 
The use of AI is evident across social media platforms – whether that’s through chatbots or content creation itself. Each platform is racing to become the leader in AI usage, testing and introducing features at a fast pace to put themselves at the forefront of the market. 
 
Here’s more about how AI is changing Social Media Marketing. 

Automating Customer Interactions 

Chatbots powered by AI are changing the way businesses interact with consumers on social media. Acting as virtual assistants to your business, these chat bots can provide help, answer questions and, if needed, connect people to a live chat agent when required. Unlike a regular customer service agent, AI chatbots are available 24/7 – ensuring that customers receive instant, timely support whenever they require it. Businesses of all sizes have started to adapt to AI chatbot models, which can be used to guide a customer’s journey and give them a more seamless, faster experience. Facebook Messenger and WhatsApp are just two places that use AI chatbots on social media to help audiences and businesses speed up their processes. 

Enhanced Advertising 

Advertising is one of the biggest areas where AI is making a difference in social media marketing. Traditional advertising often requires trial-and-error processes if you’re just starting out. AI features, like Metas Advantage+, combines what customer knowledge you have with AI to ensure you’re reaching relevant audiences and have highly optimised campaigns. If you aren’t looking to use something like Advantage+, then ensure you turn the feature off at each step of your campaign where Facebook has toggled the usage of it on - allowing you to design and set up your campaign the usual way. 
 
Marketers have also started to use generative AI to create their campaigns – but there are ethical issues that can arise here. Whilst not necessarily required, not disclosing where AI has been used can actually harm businesses in the long run – you have to make sure what you’re presenting, whether visually or in the copy, is true to what you’re advertising – which is why using generative AI is still a divisive topic, even if the platform you use offers generative AI features itself. If you do choose to go down this route, make sure you keep a close eye on what is being generated. Meta will add a label to images they deem to be made with AI, and noting where it has been used yourself will give audiences transparency, helping them to decide whether they want to take a chance on an AI generated Ad campaign image. 

AI Generated Content Creation 

Content-creation can be time consuming, especially for small businesses with a few employees all focusing on different tasks. AI powered tools can now help to create post copy, blog wording, closed-captions and more, becoming a useful tool for businesses looking to hold a consistent posting schedule whilst putting the majority of their focus onto other tasks that require their full attention. However, whilst using AI can speed up the process, it has its limitations. Audiences appreciate authenticity and a human touch, and AI shouldn’t be solely used in place of creating the posts yourself. You can combine the efficiency of an AI tool with your own ideas – using AI to form the post but letting yourself reword and rewrite sections where they don’t align with your brands style or voice – adding a little bit of personality into an otherwise computer-generated approach. 

SEO Usage 

AI is also having a big impact on SEO, with algorithms now analysing user behaviour, trend an engagement to decide which content get displayed. AI makes things more user-centric, helping search engines tailor their algorithms to the most relevant content online It can also help businesses make their content more SEO-friendly, helping to discover where key words can be used, monitor backlinks and allowing you to continue to shape your SEO and AI strategies to be more user-friendly and aligned with the current scope of SEO. 

What Are the Issues With AI? 

Whilst AI on the surface sounds like a great thing to introduce to your marketing strategies, and whilst its being pushed to the forefront of digital marketing, it doesn’t come without it’s concerns and issues. Firstly, the use of AI comes with environmental issues – especially with generative AI, which has been a controversial topic when it comes to it’s power usage and energy consumption. There’s also concern over the job market, and whether the growing popularity of AI will eventually end up taking over digital jobs – again, hindering the human element that has managed to produce engaging content for years prior to the AI boom. We’ve already discussed concerns regarding transparency and the disclosure of AI content, which could affect brand trust from audiences if they would rather shop or engage with a business that isn’t using AI. Forbes Advisor research found 59% of Brits had concerns about the use of AI – 37% had issues over the ethical implications and potential misuse, 42% were concerned about dependence on AI and 39% had concerns over AI being used to make decisions without human involvement. 
AI has become an ingrained part of social media and digital marketing, and whilst there are many positives to its continuing rise, there’s also understandable hesitation towards embracing it entirely. Whatever you choose to do, AI is becoming difficult to ignore in the digital field – and it’s only likely to gain more prominence in the coming months and years. 
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Social Media & Digital Marketing February 2025 Roundup

Posted on 27th February 2025
 
2025 is well underway, and now we’ve reached the end of February - which means it’s time for another social media and digital marketing roundup! 
 
Here are all the stories from this month! 

Meta Updates Advantage+ Ads 

Meta have revealed new features and updates to their Advantage+ Ad campaigns, continuing to grow their focus on AI tools and solutions. They’re currently testing a streamlined Advantage+ campaign setup to help shopping and app campaigns benefit from AI optimisation. They’re also introducing an Advantage+ leads campaign, which now lets advertisers find the highest-quality leads using AI. Opportunity score will be expanding to more advertisers, letting users improve their campaign performance using recommendations from Facebook, including AI optimisations. 

Threads Performance 

Threads has reached 320 million monthly users, and with ads being slowly tested and rolled out on the platform the site’s growing audience is certainly something to keep an eye on. A survey by Sprout Social discovered that 53% of marketers are using Threads, with 23% looking to add it to their upcoming strategies. In Buffer’s analysis of 10 million posts on both platforms, Threads actually drove more engagement than X – with a 6.25% engagement rate compared to 3.6% on X. 

Text-To-Speech Introduced on Shorts 

Don’t want to do your own voiceovers? YouTube have rolled out text-to-speech on IOS for Shorts, currently allowing 4 different voice options for users. The feature has been popular on TikTok for some time, with YouTube quickly optimising their Shorts feature to continue to challenge the popularity of the platform – especially during a turbulent few months for TikTok, especially over in the USA. 

TikTok Marketing Calendar 

TikTok have released their 2025 marketing calendar, allowing users to see key dates, events and trends that are currently ongoing so they can leverage engagement and take advantage of the current landscape of the platform. TikTok provides quarterly overviews, but you can print out an overview of the whole year with important dates highlighted. 

Instagram Adds New Metrics 

Instagram has added new metrics to their system. Called Views Over Time and View Rate, Instagram now lets you see how many views your content is getting compared to your average viewership, if your views are coming from followers or non-followers and what percentage of people continue watching after the first 3 seconds. They are also providing tips to users, letting them know about their reels performance and if it’s resonating with viewers – helping to shape your marketing plans for Instagram going forwards. 

Introducing Edits 

Edits, a new app by Instagram, was introduced last month – and now we have more information on what you can actually do using the app. Designed essentially to be a CapCut competitor, Edits works in a very similar way – allowing users to streamline the process, turn static images into videos using AI, add captions and have enhanced video quality. They’re also teasing a future feature, allowing collaborators to leave comments in real time to help improve videos before they're posted. 
That’s all for February! Have a great March and remember to keep an eye out for any updates over the next month…. 
 
Finally, your social media tip is: One of the biggest misconceptions I hear is that Facebook ads should start delivering instant results the moment they go live. It’s like expecting to plant a seed and have a tree grow overnight—it doesn’t work that way. 
 
Here’s the truth: ads need testing and optimisation to perform. When I run campaigns, the first thing I focus on isn’t instant sales—it’s gathering data. 
 
➡️ Is the targeting right? 
➡️ Are people engaging with the ad creative? 
➡️ Is the message connecting with the audience? 
 
This testing phase is where the magic happens. It’s where you figure out what works and, more importantly, what doesn’t. Then you tweak, adjust, and refine. 
I’ve seen campaigns that started slow but, after a few tweaks, turned into major wins. The key is patience and a willingness to dig into the numbers. Ads are a process, not a quick fix. 
 
So, if your first ad doesn’t deliver instant results, don’t panic. It’s not about the quick win—it’s about building a campaign that delivers sustainable, consistent results over time. 
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How To Generate Leads On Social Media

Posted on 20th February 2025
 
 
If you’re looking for leads, you need to have a quality strategy in order to generate them. Social networks all require different forms of engaging, compelling pieces of content and ads that hook in audiences and bring you the leads you require to take your business and social media marketing to the next level. 
 
In this blog, we’ll discuss how you can generate leads on social media… 

What Is Lead Generation? 

Lead Generation is where you use marketing strategies to retrieve information about your audience – such as through forms or signups – which can help you identify interested audience members and contact them, building your relationship and potentially finding you brand new clients. 

Optimise Your Profiles 

Your pages are the first point of contact for potential customers, and therefore you need to make sure your profile communicates what your business is, what you offer and how people can reach you. Here are a few things you can: 
 
• If you have a logo, use this in your profile picture; if you have a headshot, use this. Either way, your images need to have a high quality, professional appearance. 
• Write a compelling bio that uses relevant keywords, communicating to your audience what you do and your business' tagline. 
• Link to your websites landing page or a form. 
• Include your contact information so potential leads can easily reach you; this should include your location (if you have a physical store), your phone number and your email. 

Engaging Content 

How will you generate leads if you’re not posting? Your content is key to attracting an audience and keeping them engaged – the more value your content has, the more likely it is that people will want to purchase from you or work with you. The type of content you produce will have to align with your business’ style, goals and brand voice: you can try educational content, go behind the scenes, share user generated content, carry out polls and surveys or host live videos or webinars that get your audience interacting in the moment. Eye catching visuals and compelling copy will help to draw in new leads. 

Use Lead Magnets 

A Lead magnet is a free incentive that encourages a user to share their contact details with your business in exchange for something that will, as mentioned, provide them value. Examples of a lead magnet include e-books, exclusive discounts, free trials or demos, webinars or giveaways. You can promote these through your posts and ads to drive sign-ups. 

Run Targeted Ads 

Ads can be staple of your lead generation campaigns when done correctly. On Facebook, you can create lead generation campaigns by directing audiences to a form, to message you or to call you. Meta says that in 2023 over 1 billion instant forms were submitted through ads – so, if you weren’t considering it before, you definitely should now. 
 
If you’re directing them to a landing page like your website, make sure it’s user-friendly, professional and easy to navigate. You’ve managed to get someone interested enough to click on your call-to-action, so don’t fall at the last hurdle with a website that’s not up to the same standard as your social media accounts. 
Generating leads on social media requires time, a good strategy, consistency and lots of valuable content. By optimising your profiles, creating engaging content, leveraging lead magnets and targeted ads, you can turn your followers into loyal customers. Start practicing these ideas today and watch your business grow! 
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5 Things You Can Do To Improve Your Facebook Ads

Posted on 13th February 2025
 
Are you currently running a Facebook Ads campaign? 
 
If you are, but it’s not working out well, or if you think you could make improvements but don’t know where to begin, then this blog is for you. 
 
Facebook Ads can be a huge source of success for your business if they’re optimised right. Here are 5 things you can do to improve your Facebook Ads. 

1. Audience Targeting 

Your target audience is the key to getting your ads working. If they’re not seeing your ads, then you won’t be getting the sales or clicks you’re looking for. Check to see who your ads are being targeted towards against your ideal customer, and see if they match up. If they don’t, then use Facebook’s targeting options to ensure you’re reaching the right people. 
You can choose their gender, location, age, interests, job titles etc – anything that aligns with your target customer. If they do match up however, it could mean your audience size is too small. Whilst it’s better to be specific with your targeting, it can also be an issue if you’re too specific. Shrinking your audience size down too much will mean your ad won't be shown to enough people - impacting your click through rate and sales. By taking advantage of Facebook’s targeting options, you will be able to fix any issues with your ad’s audience, improving your reach, impressions, click through rate and sales. 

2. A/B Testing 

If your ad isn’t performing, then A/B testing is a great option for ensuring you’ll get a return on your investment. With A/B testing, you’ll change one ad variable and run separate ads at the same time – analysing the results afterwards to see which worked the best (or if you use Facebooks A/B test function, they’ll select the best performing one at the end of your test period). Changing anything like the graphic, wording, headline, audience etc might be the key for taking an ad that currently isn’t working at its best to an ad that brings in more clicks and sales than you predicted. You can’t assume which ad will be successful, which is why A/B testing is such an important step in running Facebook Ads. To read more about A/B testing, click here. 

3. Set Your Goals 

It may sound simple, but knowing what you want to achieve from your ad makes the entire process easier, and more likely to bring you your desired results. Aimlessly going in and setting up an ad with no plan, no idea what you want from it and minimal understanding on how Facebook Ads actually work will not work out for your business. Instead, set your goals before you go into creating an ad, which will help you with each step of the process. The type of campaign you select has to align with your goals – want website visits? Use a Traffic campaign. Sales campaigns are great if you want someone to buy a product or service. Awareness campaigns are good for brand recognition. Having a clear cut idea of your needed outcome will also help you with tailoring the right message to your audience and creating a suitable visual component to go alongside it. 

4. Be Concise 

Your copy needs to be concise and to the point. You need to grab the audience’s attention instantly – telling them that you have a solution to their problems. Having great, eye-catching graphics and a clear message that work well together can make a great impression, and if you have the option, using video allows you to get even more of your points across outside of a long stream of text. Speak to their pain points, explain how you can fix it, and then tell them what they’ll gain from using your products. This gives your audience a straightforward overview of what you’re offering them, and is much more attention-grabbing than lots of text that takes a long time to get to the main point of the subject. 

5. Measure Your Analytics 

Your analytics are telling you how your ad is doing, but if you don’t pay attention to them then you’re just putting money into something that might not be bringing you anything back. This links to you knowing your goals – if you wanted sales for example, you can use your analytics to see how many sales are being brought in by the ad you’re running. If you want link clicks, look at how many you’re getting and what this is costing you. You analytics relate to everything we’ve already discussed – strengthen your targeting if your ad isn’t working, run an A/B test and compare your analytics, ensure you are getting a concise message across and set your goals so you know exactly what to look for. Keep a track of your metrics, so you can see when things begin to improve. 
Facebook Ads often are a game of testing and changing things until they work – you can hope something sticks, but that’s not always going to be the case. If you’re thinking of making changes to your campaigns, hopefully you’ll find these tips useful in turning a poor campaign into a winning one. 
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