Mistakes and fixes
| Mistake | Fix |
|---|---|
| Boosting for engagement | Use the leads or sales objective |
| No pixel events | Track Lead, Schedule or Purchase |
| Tiny stacked audiences | Go broad in your area, let creative filter |
| Daily edits | Batch changes and let learning finish |
| One creative for months | Refresh angles every few weeks |
| Slow lead replies | Call or text within minutes |
The learning phase trap
Big edits to budget, audience or creative restart learning. Meta expects roughly 50 optimization events a week before an ad set exits learning. Edit every day, and the campaign never settles.
The follow-up gap
Social leads often forget they filled in a form, especially instant forms. A call within minutes reaches them while the ad is fresh. A call the next day often reaches someone who does not remember asking.
Restricted categories
Housing, employment and financial products ads must use special ad categories. Skipping that step gets ads rejected or paused. Health businesses face limits on custom audiences too.
Good example. A home cleaner runs a leads campaign with broad targeting, three fresh videos a month and a text reply within five minutes.
Bad example. A home cleaner boosts posts, tweaks the audience daily and calls leads two days later. The account looks busy, and few jobs come from it.
Read Meta ads starting budget. If your current agency is not delivering, talk to our Facebook and Instagram ads team.