How to Fix Facebook Ads That Aren’t Converting

TL;DR

Film fresh content with new actors and locations to refresh underperforming ads, then test new desires, avatars, and market awareness using research, comments, and reviews. Align the ad message with landing pages and offers, and optimize your strategy through iterative testing across content, targeting, and creative approach.

Transcript

Oh my god, Nick. I'm testing a ton of creatives here and none are converting. What can I do? Well, you're in the right place. Now, today I'll be going over kind of common things I see of why Facebook ads are not converting. Kind of a variety of different things that I do when Facebook ads are not are converting and basically what we can do to impro... Read More

Key Insights

• Ais a dense optimization rule, filming fresh content with new actors and locations yields a perceptible lift in ad performance by creating a distinct enough difference from existing creatives to catch attention.
• Testing multiple avatars and demographics helps identify higher quality buyers and improves targeting efficiency by aligning the message with the right user segments.
• Desire pivots based on feedback from reviews and comments can unlock new value propositions, expanding the potential market and increasing conversion likelihood when content reflects real user language.
• Market awareness and TAM considerations guide scale decisions, helping determine how far up the funnel to push the message for larger audiences and potential revenue pools.
• New content should be paired with equally fresh messaging that reflects the new desire, ensuring the creative and copy align to the audience’s current needs.
• Landing pages must match the ad’s message to build belief and reduce drop-off, creating a seamless transition from ad to conversion with coherent storytelling.
• Performance improves when offers are optimized with urgency, bonuses, and appropriate AOV strategies, aligning the product-market fit with consumer expectations.
• Iteration is key: if initial changes fail, revert to the top of the process and test new content, actors, or locations to refresh signals and spark performance again.
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Questions & Answers

Q: What is the first step to improve underperforming Facebook ads?

The first step is to film fresh content, changing actors and locations to create a noticeable difference from existing creatives. This refresh helps wake a stagnating account, making the ads feel new and more relevant to viewers, which can improve engagement and conversion rates.

Q: How should you test new content to avoid stale creatives?

Test new content by varying the actor, gender, age, and ethnicity, and film in different locations like a bedroom or outside by a pool. The goal is to create distinct, noticeable differences that viewers can perceive as fresh and relevant compared to the prior content.

Q: What should you consider when changing the core desire in ads?

When changing the core desire, rely on data from reviews, comments, and research to identify what people actually want. Then film new content around that desire to ensure the message resonates and drives conversions instead of relying on the same message with minor tweaks.

Q: How can reviews and comments influence ad strategy?

Reviews and comments can reveal new angles, such as gifting contexts or social proof, that resonate better with viewers. By incorporating these insights into the creative and messaging, ads can shift from a generic pitch to a more compelling, context-specific appeal.

Q: What is the benefit of testing different avatars in ads?

Testing different avatars helps identify which customer archetypes respond best to the product. By exploring variations in demographics and personas, you can target more precisely and craft messages that speak directly to those groups, improving engagement and conversion.

Q: How does market awareness affect scaling Facebook ads?

Market awareness affects scaling by indicating how close the audience is to the product and the overall size of the market. Understanding this helps decide when to push into larger audiences and allocate budget for broader exposure while maintaining relevance.

Q: Why should landing pages match the ad message?

Landing pages should match the ad message to build belief and reduce friction. A coherent transition from ad to landing page reinforces the value proposition, aligns expectations, and increases the likelihood of conversion by delivering a seamless experience.

Q: What role do offers play in improving conversions?

Offers should be structured with urgency, bonuses, and appropriate value to improve conversions. Aligning offers with the product-market fit and the ad’s core promise helps move prospects toward purchase and can increase average order value by presenting compelling incentives.

Summary & Key Takeaways

• A refreshed creative approach starts with filming new content, changing actors and filming locations to create noticeable differences that reset performance. This step is crucial to combat fatigue in underperforming campaigns and to inspire new audience engagement. It sets the foundation for further testing and optimization.

• Testing new desires, avatars, and market awareness helps identify higher impact angles and audiences. By using research, comments, and reviews, advertisers can uncover fresh messaging that resonates and drives conversions, rather than piling on incremental tweaks to existing content.

• Aligning landing pages and offers with the ad message and testing for urgency, bonuses, and upsells ensures a coherent path to conversion, reducing friction and increasing the likelihood of scale when the core value proposition is clear and matched across touchpoints.