The Top 3 Paid Ads Mistakes Small Business Owners Make (and How to Avoid Them)
Running Facebook or Google ads can feel a little like trying to assemble IKEA furniture without the manual, frustrating, overwhelming, and somehow you always end up with extra pieces (aka wasted dollars).
After managing ads for dozens of small business owners over the years, I’ve spotted the same three mistakes popping up time and time again. The good news? They’re all fixable! With the right strategy.
Let’s break them down:
Mistake #1: Poor Targeting
What it looks like:
Your ad is showing up to people who aren’t even close to your ideal customer. Think: handing out vegan recipes at a Texas BBQ cook-off.
Why it matters:
When your audience isn’t right, even the most beautiful, clever ad won’t convert. You’re paying to reach people who scroll right past.
How to fix it:
- Get crystal clear on your ideal client.
- Use Meta’s audience tools to hone in on interests, behaviors, or even create custom audiences from your email list.
- Want to level up? If you’ve got an email list that’s over 1,000 people, use lookalike audiences to find more people just like your best customers.
Mistake #2: Unclear Objectives
What it looks like:
You’re running an ad… but you’re not really sure what you want it to do. Get sales? Grow your email list? Build awareness?
Why it matters:
If you don’t know the goal, the ad won’t either. That confusion leads to underperforming results and wasted ad spend.
How to fix it:
- Decide on ONE clear objective before you create your ad: leads, sales, clicks, page views, pick one.
- Align your creative, copy, landing page, and CTA with that single goal.
- Bonus tip: If you’re not ready to sell yet, start with lead generation to grow your email list.
Mistake #3: Not Tracking the Right Metrics
What it looks like:
You’re measuring success by how many likes or impressions your ad is getting. Spoiler alert…those don’t pay the bills.
Why it matters:
Vanity metrics don’t tell the full story. You need to look at the numbers that actually move the needle in your business.
How to fix it:
- Track metrics that align with your goal:
- For awareness: reach, impressions, video views
- For engagement: CTR (click-through rate), cost per click
- For conversion: ROAS (return on ad spend), cost per lead or sales
- Look at results on a weekly basis—not daily—and always compare to your goal.
Final Thoughts: Strategy Beats Luck
If you’ve made any of these mistakes, you’re not alone. Most business owners do when they’re first getting started, and that’s okay. The key is to stop guessing and start strategizing.
Want to take the guesswork out of your next campaign? Grab my [Free Ads Strategy Guide] and feel more confident every time you hit “Publish.”