Facebook ads not delivering? Find out the main causes of your Facebook ads’ failure and how to fix them in this post.
The saying “good things come to those who wait” is true, but for people whose Facebook ads aren’t working, a second can seem like an eternity.
Fortunately for you, we’re about to go over the top six reasons why your Facebook ads aren’t working, along with advice and tactics to help you decipher even the trickiest messages and launch your campaigns quickly.
Table of Contents
What Does “Facebook Ads Not Delivering” Mean?
“Facebook ads are not delivering” means that active ads are not being served to the target audience you specified — and, consequently, they’re not generating any impressions. This may occur with recently-placed ads as well as with older, inactive ads.
To check if your ads are delivering or not, head to Ads Manager and look at the Delivery column.
The “Not delivering” status can appear for many reasons. If a technical issue is preventing the ad from being sent out, the sub-status will be “Update required”.
There is always a simple solution, no matter what the cause.
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13 Common Reasons Your Facebook Ads Are Not Delivering
Below are 13 reasons and how to fix.
1. Your Ad Has Been Disapproved
It might have been rejected if you’re not seeing any ads. Before displaying an advertisement, Facebook makes sure it complies with all applicable rules. If it doesn’t, they’ll send you a notification and email with the reason for disapproval (you can also check an ad’s status in Facebook’s ad manager):
Your ad could be disapproved for any number of reasons including:
- Illegal products or services
- Discriminatory practices
- Tobacco/drug related products
- Weapons, ammo, explosives
- Adult content, products, or services
- Third-party infringement
- Grammar/punctuation issues
Check the post-click landing page it’s linked to to see if it complies with all the requirements, as Facebook’s bots will also crawl it before approval if you’ve verified your ad itself complies. Your advertisement might also be rejected if the headline or any other page content you use promotes any of the subjects Facebook forbids.
How to fix it
There are two options to troubleshoot:
- Edit your ad — You can make changes to your ad or make a new one that is compliant using the details and justification provided in your disapproval notification, save your changes, and then resubmit it for review.
- Appeal the decision — If you feel it was a mistake your ad was rejected (which is possible since AI reviews the ads), you can appeal the decision with Facebook’s Request Review form.
2. Your Ad is Still in Review
You should not assume that your advertisement has been rejected because it hasn’t been approved yet. An additional reason why Facebook ads aren’t working at all is that your ad might be stuck in review.
If you’ve recently made changes to targeting, creative, optimization, or billing, the ad platform makes clear longer review times.
How to fix it
Editing your ads will restart the approval process, so wait until it is finished before making changes.
3. Low-Quality Ad
Contrary to options #1 and #2, it’s also possible that your Facebook ads are running but not producing results. Therefore, even though your ad may have been accepted, it may not be showing to many users because of its low quality.
Facebook may deem your ad low-quality if it falls within any of these 3 categories (or #4 in the list next):
- Engagement bait — Ads that compel viewers to engage with it (through likes, shares, comments, tags, etc.)) to artificially boost engagement and reach:
- Withholding information — Ads that fail to provide important details intentionally to entice users to click through for the full context:
- Sensationalist language — Ads containing exaggerated headlines or commanding a reaction from people to a degree that could create an unexpected or disappointing post-click landing page:
How to fix it
Avoid all of the language used in the aforementioned examples to avoid this problem, which is a straightforward solution. If you’ve already written an advertisement that fits into one of those three categories, change it to be compliant.
4. Low Ad Relevance
Facebook takes into account how relevant each ad is to a person before delivering it to them because people prefer to see ads that are specific to them. As a result, low relevancy may be the cause of your ad’s poor performance.
How to fix it
Facebook’s ad relevance diagnostics can help you figure out whether a specific ad was relevant to the audience it reached if it’s not achieving your advertising goals. If not, what changes to your ad copy, post-click landing page, or target market might boost performance.
The following relevance diagnostics assess each ad’s past performance in the ad auction over the date range you’ve selected:
- Quality Ranking — how your ad’s perceived quality compared to ads competing for the same audience
- Engagement Rate Ranking — how your ad’s expected engagement rate compared to ads competing for the same audience
- Conversion Rate Ranking — how your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience
5. Spending Limit Reached
A spending cap on an account can help ensure that campaign expenses stay within the budget that was initially set aside for them. However, even after you set the limit, it’s simple to forget about it. Facebook will, of course, stop showing your ads once the cap is reached.
How to fix it
To rerun your ads, change, reset, or remove your spending limit:
6. Bid is Too Low
You decide what actions you pay for (link clicks, for example) when you set up your bidding strategy.), and how much you want to pay for them based on lowest cost or lowest cost with bid cap.
Choosing “Lowest cost” allows The best price for your chosen action will be chosen by Facebook, and it will place a competitive bid (which is ideal for most advertisers because it ensures that the bid price won’t ever be set too low and under deliver).
Too-low bids could affect your ad delivery, so adding a bid cap lets Facebook know the most you’re willing to pay for an action.
How to fix it
Consider raising your bids gradually if your ad delivery declines over a number of days in order to find a balance between good delivery and a reasonable bid.
If you are using a bid cap and experiencing delivery problems, either increase your bid or switch to lowest cost without a cap, and let Facebook bid aggressively on your behalf.
7. Too Much Text
This unwritten rule, also known as Facebook’s 20% Rule, might also be the cause of your Facebook ads’ failure to generate results.
According to Facebook’s research, ads with less than 20% image text typically cost less and reach more people. Ads with more image text are therefore viewed as being of lower quality and may not be delivered or may suffer in auctions (resulting in a lower reach for the same budget).
The different image text ratings include:
There are some exceptions to the 20% rule:
- Book & album covers
- Product images
- Games
- Event posters
- Charts & graphs
- Magazine & newspaper covers
- Movie & TV show posters
Ads that contain them may be an exception because each of them may need an image with necessary text.
How to fix it
The majority of the text should be in the body text rather than directly on the advertisement’s image to ensure that it runs normally. If you must still use image text, keep it to a minimum and/or scale back the font size.
8. Optimization Goal is Hard to Reach
By choosing an optimization goal, you’re telling Facebook what action you want your audience to take, allowing for more accurate targeting.
By optimizing for link clicks, you’re telling Facebook to target those more likely to click on links based on user value signals (or their history of interaction with similar ads):
To focus your audience, choosing the right optimization goal is essential. However, when you optimize for conversions, delivery issues frequently arise.
This is due to the fact that Facebook uses your conversion optimization to help it identify the most relevant target audiences. However, without any conversions, there would be insufficient data to work with and no way to identify potential campaign participants.
How to fix it
Change the optimization goal from conversions to link clicks to start. In this manner, conversions can still be tracked, and Facebook can also determine who is interested in your ads based on who has clicked.
9. Overlapping Audiences
Facebook tries to stop your ads from going up against one another during the ad auction when the audiences across your campaign’s ad sets are almost identical.
How to fix it
Use Facebook’s Audience Overlap tool to make sure your audiences aren’t overlapping:
- Go to your Audiences
- Check the boxes next to the audiences you want to compare (up to 5)
- Click Actions > Show Audience Overlap
10. Scheduling Issues
Facebook will only show your ads during the time you specify, and several scheduling issues could prevent your ad from delivering:
- Your campaign is set to run in the future
- The end date already passed
- Your ad, ad set, or campaign is paused
How to fix it
Change your ad schedule if your advertisement is scheduled to run in the future but you want it to begin right away.
If the end date has already passed, choose a new one.
Restart your campaign if it has been put on hold.
11. Audience is Too Narrow
Overly specific targeting will prevent your ads from appearing at all, even though it helps to avoid spending money on people who aren’t interested.
There are tools to assist, but it’s a fine line.
How to fix it
Allow the Meta Pixel to gather some data before launching your retargeting campaign to avoid creating an audience that is too small.
Use Lookalike Audiences, a Facebook tool that uses a seed audience (website visitors, email subscribers, Facebook page engagement, etc.), when prospecting and targeting new audiences.) to find similar prospects based on their behaviors and interests:
12. Low-Quality Post-click Landing Page
Equally significant to getting the click is the post-click landing page. In order to expedite approval, Facebook crawls post-click pages.
How to fix it
Design your dedicated post-click landing page with complete message match to the ad and be sure it doesn’t include any of the following elements:
- Lack of substantive or original content
- Disproportionate volume of ads relative to content
- Pop-up or interstitial ads that disrupt the user experience
- Experiences with unexpected content, such as: spreading an article’s content across multiple pages and requiring someone to click and/or load multiple pages
- to read through the full article)
- Misleading experiences
- Sensational, adult, or controversial content
- High bounce rate or dwell time
13. You’re Having Scheduling Problems
Only the period you specify will see your ads on Facebook. So if you have one (or more) of these scheduling issues, your ad might not deliver:
- Your ad, ad set, or campaign is paused
- Your campaign is set to run at a later date
- The end date has already passed
How to Fix It
Schedule revisions are the answer to this problem. Set a new end date if your original one has already passed. Start your campaign again if it is paused. Additionally, you can edit the start and end dates if your campaign is scheduled to run at a later time but you would prefer it to begin right away.
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Conclusion on Facebook Ads Not Delivering
The top 13 strategies for restarting your campaign are covered in this guide. The majority of your problems can be fixed with minor adjustments to your budget, audience setup, or optimization.
You can avoid delivery problems by keeping in mind these pointers and techniques. Want to learn more about Facebook ads, read our post on what is a link click on facebook ads.
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