Why Facebook Ads Haven't Worked For Your Business - Not Using The Correct Campaign Objective
Choosing the wrong objective in Facebook Ads Manager can be the difference between running a winning ad and a dud.
You can put identical ad creatives next to each other with different campaign objectives and you will see massively different results in some cases.
Depending what action you want somebody to take the objectives will change slightly. For capturing contact details quickly for a quote or special offer use Lead Generation or Messenger as these will keep users in Facebook and capture details easily and quickly.
If you are running ads to a website or landing page Conversion or Traffic objective objectives will work best.
For warm traffic ads or retargeting you can use Reach and Brand Awareness to increase frequency at a lower cost.
When running ads to a website or landing page always make sure your page is well optimised for speed and layout so you don't get any people drop off between the click on the ad and landing page loading.
Changing your objective when the ads start to burn out can also give the campaigns an extra boost.
How To Fix This Problem
Check inside the campaign level of your ad campaign and make sure you are using one of the recommended objectives. If not duplicate the campaign and change to a new objective.