If you’re running Facebook (Meta) ads and not seeing results, you’re not alone. In 2025, even seasoned marketers are struggling to turn impressions into conversions. The truth is: the ad landscape has changed—and so must your strategy.

At SOBR Digital, we specialise in performance marketing that focuses not just on visibility, but profitability. If your Facebook ads are underperforming, here’s why—and what you can do to fix it.

1. You’re Targeting Too Broad—or Too Narrow

Many brands either go too wide hoping to “catch more fish” or too narrow, limiting their reach. With Meta’s evolving algorithm and tighter privacy controls, audience precision matters more than ever.

What to do:

• Use lookalike audiences based on high-value customers, not all past visitors.
• Layer interests with behaviours to refine intent.
• Regularly refresh custom audiences to avoid ad fatigue.

2. Your Creatives Are Skipping the Scroll Test

If people aren’t stopping to look at your ad, it doesn’t matter how great your offer is. In a content-heavy feed, your visual and copy need to demand attention in 1 second.

Ask yourself:

• Is your video thumbnail strong enough to pause scrolling?
• Is your ad headline benefit-driven?
• Are you using mobile-optimised formats like Reels or vertical carousels?

At SOBR, we test creatives as aggressively as keywords, because even small changes in visuals can make or break performance.

3. You’re Pushing Too Hard, Too Fast

Many campaigns skip the awareness and consideration stages, jumping straight into “Buy Now.” That’s like proposing on the first date.

Instead, build a full-funnel Meta ads strategy:

• Awareness ads: Tell your brand story and Recalls 
• Engagement ads: Educate or entertain.
• Conversion ads: Present offers to warm audiences.
• Retargeting ads: Nudge undecided users with urgency or social proof.

4. Your Landing Page Is Killing the Conversion

Your ad may be flawless, but if it leads to a slow, cluttered, or confusing landing page, you’ll lose the user. Remember, Meta ads are just the entry point—the real sale happens after the click.

Audit your page for:

• Load speed (<3 seconds)
• Mobile responsiveness
• Clear CTA above the fold
• Minimal distractions (pop-ups, too many links)

Consider using dedicated ad-specific landing pages instead of sending traffic to your homepage.

5. You’re Not Testing—You’re Guessing

Running one version of an ad and hoping for the best? That’s no longer enough. Facebook’s machine learning thrives on volume and variation.

What to test:

• Multiple creatives (static, video, UGC)
• Different headlines, Primary Text and CTA copy 
• Audiences by location, interest, and behaviour
• Placements (Reels, Stories, In-Feed, Messenger)

Use A/B testing inside Meta Ads Manager and avoid making changes too early—let the data speak.

6. Your Metrics Don’t Match Your Goals

Not every ad needs to convert into a sale—some are meant to nurture. But if you’re only watching clicks and ignoring what’s happening after, you might be chasing the wrong results.

Track metrics that matter:

• Cost per lead (CPL)
• Cost per acquisition (CPA)
• Add to carts, purchases, and ROAS (Return on Ad Spend)
• Engagement-to-conversion ratios

At SOBR Digital, we design campaigns where every ad speaks to a stage in the buying journey—measured and optimized with precision.

Final Thought: It’s Not the Platform, It’s the Plan

Facebook Ads are still work in 2025—but only when approached with strategy, structure, and constant optimisation. Instead of boosting random posts or copying what competitors do, build a plan that speaks directly to your customer’s intent, behaviors, and problems.

Need help fixing your Meta ad performance?
Let SOBR Digital turn your ad spend into sales—not scrolls.