Facebook Ads: five mistakes that drain your budget

We regularly take over badly configured ad accounts. The same mistakes keep coming back.

1. Targeting too broadly

An audience of two million people in Benin does not cost less — it simply dilutes your message.

2. Not installing the pixel

Without a tracking pixel, the platform optimises blind. That is the first thing to fix.

3. Changing creative every two days

The algorithm needs a learning phase. Let it run for at least seven days before judging.

4. Confusing reach with results

Fifty thousand people reached and zero orders is not a success.

5. Leaving the account with the supplier

Always open the ads manager in your own name. That way you keep your audiences and your history.