Five Reasons Your Facebook and Instagram Ads are Not Converting

John Ajayi
3 min readOct 4, 2021


It’s true. Facebook ads can be a total pain in the neck. You thought you’ve done everything right, but all you get are a few likes and comments, no sales. What the heck?!

I’ve been there. I made a couple of mistakes in the beginning as well. Here are the reasons:

  1. Your campaign was not optimized for conversions

Facebook has the data of about 2.5 billion people. They know people who have bought something on Facebook or click ads to make purchases. They also know people who would like anything and just comment on any post.

So, what do you want? Someone who has a higher chance of buying or someone who likes everything that looks nice? I bet you want the first one. That’s why when you’re setting up your ads, optimize for conversions.

By optimizing for conversions, you’re telling Facebook or Instagram that you want people who are more likely to buy. Facebook or Instagram, using their data, would decide almost accurately who is most likely to buy.

2. Stop boosting posts when you want to make a sale

Like I mentioned in the previous point, you need to be intentional about making a sale. Yes, you may have set up that post and that ‘Boost Post’ button looks quite attractive. If you click on it, your post will only appear to the wrong people.

When you boost posts, your objective is automatically set to engagement. You are only going to get to people who are most likely to like and comment.

3. Use the right button, please.

If you want to sell, then show it. Why run an ad for a product and still say ‘Learn More’? What happened to ‘Shop Now’? Are you scared to tell people to shop? On Instagram, people do the most annoying sales ad.

You’re running an ad to sell a particular pair of sneakers and your button says ‘View Instagram Profile’? Of course, it makes sense to show me your collection of sneakers, but you already wrote the price and the mode of delivery in the caption. Am I supposed to start looking for that pair again in the collection?

4. A proper daily budget

I learnt from painful experiences that people hardly buy the first time they see an ad, many people take action after seeing it about 6 to 7 times. That’s why you should let an ad run for three days at least.

When you run an ad once, you only introduce people to your product, you’ve not let them feel like the reason why they keep seeing it is because they need to get it.

5. Your creatives matter

I don’t need to say this, but it is a known fact that attention is the currency of the internet. If you know how to get attention, people will check your product out.

One trick I realized on Facebook is to set the ad delivery to ‘Landing Page View’. What this does is that when people click to see the video ad on Facebook, the landing page starts to load automatically. By the time they are done or in the middle of the video, they are most likely going to scroll through the landing page, increasing the chance of landing sales.

Use videos to sell courses. They work better. Having a face in an ad picture also works.

So, there are the five tips. Let me know what’s working for you in the comments.

Day 2 of 100 Days Writing Challenge.



John Ajayi

Walking through this adventure called life. Am I the only one who thinks this way or life is just like Jumanji without dinosaurs?