Process Flow
Animated overview of the full workflow
TL;DR
Common Facebook Ads problems and fixes: ads not delivering (check approval, billing, audience size, bid), high CPA (test new creative, expand audience, check landing page), ad fatigue (frequency above 3, refresh creative), learning phase stuck (increase budget or consolidate ad sets), account restricted (check Account Quality, submit appeal), pixel not tracking (use Pixel Helper, verify installation).
Step-by-Step Guide
Follow these 5 steps to complete this guide
- 1
Ads Not Delivering
**Check ad approval:** Go to Ad level and check status. If rejected, review the reason and fix. **Check billing:** Ensure payment method is valid and has sufficient funds. Check for billing threshold issues. **Check audience size:** If too narrow (under 100,000), Meta may not find enough users. Broaden targeting. **Check bid/budget:** If budget is too low for the target CPA, Meta cannot deliver. Increase budget or relax CPA target.
- 2
High CPA
Test new creative — creative fatigue is the most common cause. Expand targeting to give the algorithm more room. Check landing page experience (speed, relevance, mobile optimisation). Ensure conversion tracking is working correctly.
- 3
Ad Fatigue
Monitor frequency (average times each person saw your ad). Above 3 per week, performance typically declines. Refresh creative every 2-4 weeks. Expand audience to reach new people.
- 4
Learning Phase Issues
Ad sets need approximately 50 conversions in 7 days to exit learning. If stuck, increase budget, consolidate ad sets, or switch to a higher-funnel optimisation event temporarily.
- 5
Account Restricted
Check Account Quality in Business Suite. Review specific violations. Submit an appeal with detailed explanation. Avoid creating new accounts to circumvent restrictions — this can result in permanent bans.
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