Running Meta ads for clients and not getting the results you hoped for? You’re not alone. Many social media managers find themselves boosting posts, tweaking settings, and crossing their fingers, hoping something clicks. But we all know hope isn’t a strategy.
If your Meta ads aren’t working, there’s always a reason. And the good news? You can fix it. This guide walks you through how to fix underperforming Meta ads and make the right adjustments to get better results without wasting more budget.
Step 1: Diagnose the Problem (Before You Change Anything)
Before making tweaks, figure out what’s actually broken. Is it the creative? The targeting? The landing page? Your budget? Check Meta Ads Manager and look at these key performance indicators:
- CTR (Click-Through Rate): Low CTR means your ad isn’t grabbing attention or isn’t relevant.
- CPC (Cost Per Click): A high CPC suggests your audience isn’t engaged, or your creative needs work.
- Conversion Rate: If clicks aren’t leading to conversions, your landing page might be the problem.
- Thumb-Stop Ratio (For Videos): If people aren’t stopping to watch, your first few seconds need improvement.
WTF is the Thumb-Stop Ratio? 🤔
Thumb-stop ratio measures how many people pause to watch your video instead of scrolling past. A low ratio means your hook isn’t strong enough.
📌 How to check it:
- Go to Meta Ads Manager and select your campaign.
- Click Breakdown > By Action > Video Engagement.
- Look at 3-second Video Views vs. Impressions.
- Calculate: (3-Second Views ÷ Impressions) × 100.
If your thumb-stop ratio is low, it’s time to fix it.
Step 2: Fix Your Creative (Because If It’s Not Stopping the Scroll, Nothing Else Matters)
People scroll fast. If your creative doesn’t make them pause, you’ve already lost them. Here’s how to fix that:
✅ Make it look like content, not an ad: People HATE ads! They moan about them allllll the time – so it stands to reason that ads that look less like ads and more like organic content will usually perform better. Test UGC (User-Generated Content) style videos, behind-the-scenes clips, and casual visuals tend to perform better than polished, overly branded graphics.
✅ Use bold, eye-catching elements: High contrast, bright colours, and movement work. Look at what others are doing and learn from it, but avoid doing the same if you want to stand out.
✅ Refine your visual hook: Using video? The first 3 seconds must be compelling enough to make people stop.
✅ Use captions: Most people watch videos without sound. Don’t lose them because you’ve not added captions or other on-screen text.
✅ Test different formats: Videos, carousels, GIFs, static images—see what works.
📌 Action Step: Compare your underperforming creative with your best ads. What’s missing? Adjust accordingly.
Step 3: Check Your Copy (It’s More Important Than You Think)
Your ad creative might grab attention, but it's often the copy that seals the deal, guiding potential customers to click, sign up, or buy.
It needs to be clear, persuasive, and speak directly to the audience's needs and desires. Without the right words, even the best visuals won’t drive conversions.
- Does your first line hook them in? (Use curiosity, pain points, or a bold statement.)
- Are you speaking to their needs? (Make it about them, not you.)
- Is your CTA clear? (Tell them exactly what to do next.)
- Does it sound human? (Ditch the corporate speak—talk like a real person.)
📌 Action Step: Read your ad copy out loud. If it sounds awkward or unclear, rewrite it.
Step 4: Fix Your Targeting (Even the Best Ad Won’t Work on the Wrong People)
Great creative means nothing if you’re showing it to the wrong audience. Here’s how to improve targeting:
✅ Use warm audiences first – Retarget people who have interacted with your business.
✅ Leverage lookalike audiences – Find new potential customers based on your best ones.
✅ Refine interest-based targeting – If results are weak, test different audience segments.
✅ Exclude irrelevant audiences – Prevent wasted spend by narrowing down who shouldn’t see your ad.
📌 Action Step: Check audience overlap in Meta Ads Manager to ensure you’re not targeting the same people multiple times.
Step 5: Make Sure Your Landing Page Isn’t Killing Conversions
Sometimes, the issue isn’t your ad—it’s what happens after the click. If your ads drive traffic but conversions are low, your landing page might be the culprit.
✅ Fast load time – If your page takes longer than 3 seconds to load, you’re losing people.
✅ Clear, compelling headline – Does it match your ad’s promise?
✅ Simple layout – No distractions, no fluff.
✅ Strong CTA – Is it obvious what they should do next?
✅ Mobile-friendly – Most users are on mobile, does your page look good on small screens?
📌 Action Step: Use Google PageSpeed Insights to check your site speed and A/B test different CTA placements.
Step 6: Optimise Your Budget (More Spend ≠ Better Results)
Worried your ads aren’t working because you’re not spending enough? It’s rarely that simple. Scaling up isn’t about spending more, it’s about spending smart.
Here’s how:
✅ Start small, test first, then scale. Don’t commit to big budgets until you know what works.
✅ Focus your spend. Running too many campaigns at once waters down results.
✅ Know your numbers and pay attention to your CPA in relation to your daily budget to ensure you are spending enough to have an impact. Then consider your cost per result vs. what a customer is worth (LTV) to justify your ad spend.
📌 Action Step: Review your budget allocation and adjust based on results, not gut feeling.
Related blog → Facebook Ads: How to get results with small budgets.
Step 7: Keep Testing (Because Even Great Ads Have an Expiry Date)
Even your best-performing ads won’t work forever. Testing is essential to maintaining performance.
What to Test:
- Different creative formats (Images, video, GIFs, carousels)
- Short-form vs. long-form copy
- CTA variations (Shop Now vs. Learn More vs. Sign Up)
- Colour and design tweaks
This list could go on and on… but start simple and test one tweak at a time.
Wondering if you should manage ads for clients? Read this 👇
Want to master Meta Ads?
Check out Ads Manager Academy, where we teach you everything you’ll need to know to be a paid Meta Ads Manager.
