Businesses who want to expand their reach online primarily use Facebook among other social media platforms. But while Facebook ads are generally cheaper compared with other advertising tools, some businesses find their FB ad campaigns failing. And this can be attributed to several causes, like not consulting with an FB advertising agency.

In this article, we are rounding up eight top reasons why your ads on Facebook are not converting.

Your target audience is not properly defined. Like any other forms of advertising, you have to know who your target audience is. As cliche as it may sound, you have to tap into those people who might be interested to avail of your products or services — consider their age, gender, and other demographic profile. As recommended by any FB advertising agency, it's best to have a target range of 5 to 10 million people (too-specific targeting can leave your ads unnoticed).

You’re not able to send your message clearly. Advertising is not just about targeting the right audience. You also have to make sure that your ad itself conveys your message well. For it to work, you have to use a compelling copy and a strong call-to-action.

Your ads’ visuals are not appealing. To further help you send your message across, you have to use images and videos that can make your ad material more appealing. After all, these are the very elements that can entice and pique the interest of your audience. Bear in mind that you're competing with a lot of other contents, so make sure that yours is attractive enough to grab your target people's attention.

You’re using the wrong type of Facebook ads. From single image and video to carousel and collection, there are different types of FB ads you can run. To make sure your ad campaigns are optimised, choose the type/s of ad that is/are appropriate for your business — and the one/ones whom your target audience reacts to the most.

Your landing page is not optimised. If you ask an FB advertising agency, an ad campaign will only be complete and fully effective if you have an appropriate landing page. Make sure that the page where your audience is being redirected to has the needed information about your products or services.

You did not test your ad campaigns first. Running ads on Facebook can be a trial-and-error procedure. And oftentimes, especially if you're new to this platform, doing test runs first is essential to know which ads work best for your products and services.

You did not consult an FB ads agency. Anybody with a budget can run an ad on Facebook, but not all can make it successful. This is why partnering with a Facebook ads agency is beneficial — especially for those who are not familiar with this advertising method.

You’re too focused on short-term results. You should bear in mind that Facebook is primarily a platform for socialisation — not for buying stuff or availing services. Therefore, you must understand that it can take some time before you see conversions brought forth by your FB ad campaigns. The key is monitoring the performance of your ads and rethinking your strategy based on your ads’ results.