Why My Ads Aren’t Performing: How to Fix Facebook Ads & Google Ads

why my google ads and facebook ads aren't performing

A solid digital marketing strategy is vital to a B2B’s growth, yet a common phrase in the marketing world is, “Why aren’t my ads working?” This question looms, especially after the initial excitement accompanying a new campaign’s launch. Anticipation of rising graphs and a flood of leads is palpable, yet it prompts questions when the expected results don’t materialize. Was it the keywords, the landing page, or the ad copy that missed the mark?

Before, we blame Facebook ads or Google ads for not working. Let’s dive into this guide to explore the intricate world of ad campaign troubleshooting, armed with a comprehensive checklist to sidestep common pitfalls that may undermine your paid search and social campaigns.

We’re highlighting potential missteps and providing actionable insights to navigate your campaigns toward success. From ensuring your keywords are relevant and high-converting to optimizing your landing page beyond a mere placeholder to a potent conversion tool, we’ll guide you through each step with precision.

Let’s roll up our sleeves, delve into the possible disconnects in your campaigns, and strategize on effectively bridging those gaps.


The Significance of Paid Ads in B2B Marketing

In B2B marketing, paid ads catalyze your brand into the spotlight and drive targeted traffic to your offerings. It’s not merely about visibility but strategically placing your solutions in front of decision-makers and influencers within the same audience, industries, and companies that align with your business objectives. The potential for generating qualified leads and converting them into loyal customers is immense, but only if the campaigns are sculpted with precision and insight.

Unraveling Misconceptions About Ad Performance

It’s common to encounter narratives about ad fatigue that blanketly declare, “Ads don’t work.” But beneath the surface of non-performing ads lies myriad factors that often go unnoticed. It’s crucial to debunk the myth that the channel is always the culprit and shine a light on the multifaceted aspects of a campaign that could be the bottleneck. From misaligned keywords to incongruent landing pages, the devil is in the details, and these nuances often dictate a campaign’s fate.

facebook ads manager targeting custom audience

Navigating Success with a Checklist Approach

Embarking on a journey to rectify and enhance Facebook ad campaign performance necessitates a structured approach. This guide introduces a checklist methodology meticulously crafted to evaluate each pivotal juncture of your ad campaign. It’s not merely a tool for evaluation but a roadmap to navigate the intricacies of campaign optimization. From the initial click to the final conversion, this checklist will be your companion, ensuring no stone is left unturned in pursuing ad campaign excellence.

The Misalignment Between Clicks and Conversions

Navigating through the digital advertising space often presents marketers with a perplexing dilemma: the disparity between clicks and conversions. While clicks indicate interest or curiosity, conversions are the true north, reflecting genuine customer engagement and purchase intent. Let’s delve into the critical aspect of aligning clicks with conversions by focusing on keyword and ad alignment.

Overview of the Importance of Keyword and Ad Alignment

In paid advertising, the harmony between keywords and ad content isn’t merely a best practice; the linchpin holds the user journey together. The keywords and ad sets you bid on should mirror the user’s search intent and seamlessly guide them through the ad content and onto the landing page. This alignment is pivotal in ensuring the user’s expectations are met, and their pathway from curiosity to conversion is clear and direct.

Checklist for Ad Click-Through Evaluation

Navigating through the click-to-conversion pathway necessitates a meticulous evaluation at every step. Here’s a checklist to ensure your ad click-throughs have the best chance of morphing into valuable conversions.

1. Ensuring Search Term and Ad Alignment

  • Reflect User Intent: Ensure that the ad copy directly addresses the user’s search intent, as indicated by the keywords.

  • Consistency is Key: Maintain a consistent message and offer from the search term through the ad copy and onto the landing page.

  • Relevance: Ensure the ad provides a relevant solution or answer to the user’s query or need.

2. Bidding on the Right Keywords

  • Competitive Analysis: Identify which keywords your competitors are finding success with.

  • Cost vs. Value: Evaluate the cost-per-click (CPC) against each keyword’s potential value or conversion likelihood.

  • Search Volume: Consider each keyword’s search volume and competition to gauge its viability.

3. Conversion-Focused Keyword Selection

  • High-Intent Keywords: Prioritize keywords that indicate a higher purchase or conversion intent.

  • Alignment with Offerings: Ensure keywords tightly align with your product or service offerings.

  • Avoiding Ambiguity: Choose unambiguous keywords reflecting your offerings and value proposition.

4. Targeting: Ideal Customer Profile (ICP) vs. Total Addressable Market (TAM)

  • Define and Understand Your ICP: Clearly define and understand the characteristics, pain points, and needs of your ICP.

  • TAM Awareness: Know your total addressable market and understand how your ICP fits.

  • Tailored Messaging: Ensure that ad messaging speaks directly to your ICP while still being relevant to your broader TAM.

  • Segmentation: Consider segmenting your campaigns to address the specific needs and pain points of different subsets within your TAM.

landing pages are one of the reasons your facebook ads ad creative are ineffective

Landing Page Consistency and Clarity

The landing page is a pivotal moment in the customer’s journey, a make-or-break instance that can either propel them further down the funnel or see them bounce away, never returning. Ensuring this page captures, retains, and converts the visitor is paramount. Let’s explore the integral role of landing pages and establish a checklist to ensure they are optimized for clarity and consistency.

The Role of Landing Pages in Conversion

Landing pages act as the bridge between initial interest (clicks) and conversion. It’s where the promises made in your ad copy must materialize and where the visitor decides whether to take the next step in their journey with your brand. A well-orchestrated landing page doesn’t just provide information; it persuades, reassures, and guides the visitor toward conversion, ensuring that the transition from ad clicks to conversion is seamless and logical.

Checklist for Landing Page Evaluation

Crafting a landing page that converts requires a meticulous approach, ensuring every element, from copy to visuals, works cohesively to guide the visitor toward conversion. Below is a checklist to evaluate and enhance the efficacy of your landing pages.

1. Ad and Landing Page Message Consistency

  • Unified Messaging: Ensure that the message and offer presented in the ad are consistently reflected on the landing page.

  • Visual Consistency: Maintain visual consistency in colors, images, and branding between the ad and landing page.

  • CTA Alignment: Ensure that the Call to Action (CTA) on the landing page aligns with the promise or offer in the ad.

2. Clarity in Offerings and Pricing

  • Transparent Pricing: Display pricing and ensure easily understood variations or options.

  • Distinct Offerings: Delineate different offerings, ensuring visitors can easily identify and select the option that suits them.

  • Value Proposition: Ensure the value proposition is clear, compelling, and prominently displayed.

3. Showcasing Relevant Social Proof

  • Testimonials: Feature testimonials relevant to the product or service promoted on the landing page.

  • Case Studies: If applicable, include brief case studies or success stories relevant to the ad campaign.

  • Trust Badges: Display any awards, certifications, or recognitions that enhance your credibility.

4. Easy Navigation and User Experience

  • Simplicity: Ensure the landing page is not cluttered, and that information is easy to digest.

  • Navigation: Make sure any navigation is intuitive and does not distract from the primary CTA.

  • Mobile Optimization: Ensure the landing page provides an equally compelling and user-friendly experience on mobile devices.

  • Loading Speed: Check the page loads quickly to prevent drop-offs and enhance user experience.

improve target audience in facebook ads campaign objective

Conversion Optimization Strategies

In the digital marketing funnel, conversion is the pivotal moment prospects transition from interest to action. It’s where the meticulously crafted pathways of marketing efforts are meant to lead to, culminating in a tangible action, be it a form submission, a scheduled meeting, or a direct purchase. Let’s delve into the essence of conversion optimization and establish a checklist ensuring every conversion path aspect is streamlined and compelling.

Significance of a Smooth Conversion Path

The conversion path is not merely a step in the customer journey; it’s the gateway to customer acquisition. A smooth, frictionless conversion path is quintessential to ensure that the interest garnered through your ads and landing pages translates into actionable, measurable outcomes. It’s about minimizing hurdles, clarifying the journey, and transitioning from prospect to lead as intuitive and enticing as possible.

Checklist for Conversion Optimization

Ensuring your conversion paths are optimized involves meticulously evaluating and refining various elements. Below is a checklist that guides you through the pivotal aspects that warrant attention and optimization to enhance conversion rates.

1. Simplifying Form Filling Process

  • Minimize Fields: Only ask for the necessary information to proceed in the customer journey.

  • Assure Privacy: Communicate that the information provided is secure and will be handled with utmost confidentiality.

  • Progressive Disclosure: If more information is needed, consider using a multi-step form that doesn’t overwhelm the user at first glance.

2. Easy Scheduling of Meetings or Demos

  • Accessible Scheduling Tools: Implement tools that allow users to easily schedule meetings or demos directly from the landing page.

  • Clear Instructions: Ensure the scheduling process is straightforward, and the user knows the next steps post-scheduling.

  • Immediate Confirmation: Provide instant confirmation and follow-up details upon scheduling to reassure and engage the user.

3. Clear and Compelling CTAs

  • Visibility: Ensure that CTAs are prominently displayed and easily located on the page.

  • Clarity: Ensure that the action you want the user to take is clear and compelling.

  • Consistency: Ensure the CTA is consistent with the ad and landing page messaging and offerings.

4. Addressing Objections Proactively on the Page

  • FAQs: Include a section that addresses common questions or objections that might hinder conversion.

  • Reassurances: Provide reassurances regarding common concerns, such as contract terms, pricing transparency, and data security.

  • Live Chat: Consider implementing a live chat feature to address objections or queries in real time.

deciding between google ads and facebook ad campaigns

Lead Hand-Off and Follow-Up Mechanisms

Navigating through the nuanced phases of lead hand-off and follow-up mechanisms is pivotal in ensuring that the momentum gained through conversion is not lost but rather amplified. Here, warm and engaged leads must be nurtured and guided further down the sales funnel precisely and tactfully. Let’s explore the criticality of timely and relevant follow-ups and establish a checklist to ensure that leads are handed off and followed up effectively.

Importance of Timely and Relevant Follow-Up

The period immediately following conversion is critical in solidifying the interest and engagement of a lead. Timely and relevant follow-up is not merely a courtesy; it’s a strategic move designed to keep the lead engaged, valued, and guided toward the next steps. It’s about striking while the iron is hot, ensuring that the interest and commitment demonstrated by the lead through conversion is met with equal enthusiasm and value from your end.

Checklist for Lead Hand-Off and Follow-Up

Ensuring that leads are effectively handed off to sales teams and followed up with requires a structured approach considering the lead’s intent, challenges, and expectations. Here’s a checklist to guide you through this pivotal phase, ensuring no lead is left unattended or undervalued.

1. Speed of Setting Up Meetings Post-Conversion

  • Automated Scheduling: Implement automated scheduling tools to allow leads to book meetings instantly upon conversion.

  • Immediate Acknowledgment: Ensure that leads receive an immediate acknowledgment and confirmation of their action.

  • Follow-Up Communication: Send a follow-up communication, providing meeting details and expressing appreciation for their interest.

2. Aligning Follow-Up Strategies with Lead Intent

  • Lead Segmentation: Categorize leads based on their intent and engagement level to tailor follow-up strategies.

  • Personalized Communication: Ensure that follow-up communications are personalized and reflect the lead’s intent and interest.

  • Relevant Content Sharing: Share content and information that aligns with the lead’s intent and potential challenges.

3. Offering Value in Initial Meetings (e.g., demos)

  • Preparedness: Ensure that sales teams are well-prepared to address the specific needs and interests of the lead.

  • Demonstrating Value: Ensure that the initial meeting or demo demonstrates the value and applicability of your solution.

  • Addressing Queries: Be prepared to address queries and provide further insights into how your solution addresses their pain points.

4. Identifying and Addressing Core Problems of the Buyer

  • Active Listening: Ensure that sales teams are adept at active listening to understand the core problems of the buyer.

  • Solution Mapping: Map and communicate how your solution addresses the buyer’s specific challenges.

  • Objection Handling: Be prepared to handle objections by providing data, case studies, and reassurances to alleviate concerns.

using facebook ads manager to lower cost per lead

Navigating Through the Sales Cycle Effectively

The sales cycle, a critical pathway from lead acquisition to customer conversion, demands strategic navigation to ensure potential customers remain engaged, valued, and progressively guided toward purchasing decisions. It’s a journey that requires strategic planning, customer understanding, and value demonstration. Let’s delve into understanding the buyer’s journey post-conversion and establish a checklist to manage the sales cycle effectively.

Understanding the Buyer’s Journey Post-Conversion

Once a lead converts, their journey through the sales cycle becomes a delicate dance of maintaining interest, building trust, and progressively moving them toward a purchasing decision. Understanding this journey involves recognizing their pain points, anticipating their objections, and consistently demonstrating the unique value that your solution brings to their specific challenges. It’s about being a guide, an expert, and a reliable partner in their decision-making process.

Checklist for Sales Cycle Management

Managing the sales cycle effectively involves strategic planning, continuous value addition, and meticulous follow-through at each stage. Here’s a checklist to ensure your sales cycle management is adept, strategic, and consistently aligned with the buyer’s needs and expectations.

1. Developing a Close Plan

  • Define Milestones: Establish clear milestones that guide the lead progressively toward a purchasing decision.

  • Anticipate Hurdles: Identify potential hurdles and develop strategies to navigate them effectively.

  • Clear Timelines: Establish and communicate timelines to ensure the sales cycle progresses smoothly.

2. Involving Key Decision-Makers

  • Identify Stakeholders: Recognize and engage with all key stakeholders involved in the purchasing decision.

  • Tailor Communications: Ensure communications are tailored to address each stakeholder’s interests and concerns.

  • Build Relationships: Develop relationships with decision-makers to understand and align with their expectations and criteria.

3. Adding Value Throughout the Sales Process

  • Continuous Education: Provide continuous insights and education regarding your solution and its applicability.

  • Address Evolving Needs: Stay attuned to the evolving needs and challenges of the lead and address them proactively.

  • Demonstrate ROI: Consistently demonstrate your solution’s ROI and unique value to their specific context.

4. Ensuring Clear Next Steps and Agendas in Meetings

  • Define Objectives: Ensure each meeting has clear objectives and expected outcomes.

  • Follow-Up Promptly: Check that follow-ups and next steps are communicated and executed promptly post-meeting.

  • Maintain Momentum: Ensure the momentum is maintained by progressively moving towards the next steps in the sales cycle.

5. Differentiating from Competitors and Status Quo

  • Unique Value Proposition: Clearly articulate and demonstrate your unique value proposition.

  • Competitor Comparison: Be prepared to showcase how your solution stands out against competitors.

  • Challenge the Status Quo: Demonstrate how your solution provides enhanced value over maintaining the current status quo.

Case Study/Real-World Scenario

Real-world scenarios provide tangible insights into the practical application of strategies and their resultant impacts. Let’s delve into two distinct case studies highlighting the challenges, strategies, and outcomes of ad campaigns in the B2B SaaS space, providing a concrete perspective on the theoretical approaches discussed earlier.

Sharing a Story of a B2B SaaS Brand’s Experience with Ad Campaigns

Performio, a performance management software company, faced the challenge of expanding into the US market and raising equity. The case study reveals a multi-faceted approach that included rebranding, simplifying messaging, and a strategic focus on SEO and LinkedIn Organic Posts. The strategy, which leveraged the expertise of Performio’s Founder, David Marshall, to produce unique and authoritative content, resulted in significant growth over three years, reaching numerous B2B decision-makers across key platforms.

Key Takeaways:

  • Rebranding and Messaging Simplification: Ensuring the brand and messaging were internationally appealing and straightforward.

  • Content Production: Utilizing in-house expertise to produce unique and authoritative content.

  • SEO and LinkedIn Strategy: Focusing on these channels as primary platforms for content consumption by Performio’s buyers.

Crew Talent Advisory: LinkedIn Ads Success Story

Crew Talent Advisory, a tech recruitment firm, experienced a 200% growth in revenue through a meticulously crafted LinkedIn Ads campaign. The case study showcases how understanding customers’ pain points and accurately targeting them to custom audiences on LinkedIn with precise messaging can yield substantial results. The founder, Simon, leveraged his communication skills and industry knowledge to produce engaging and authentic content, while the strategic use of LinkedIn facilitated reaching the target audience effectively.

Key Takeaways:

  • Content Generation: Utilizing the founder’s strengths to produce engaging and authentic content.

  • LinkedIn Focus: Leveraging LinkedIn as a platform congruent with the target audience’s presence and needs.

  • Brand and Messaging: Ensuring consistency and coherence between the brand, messaging, and content.

Insights Gained and Adjustments Made for Improved Performance

Performio and Crew Talent Advisory provide valuable insights into a few campaigns and the practical application of the checklists and strategies discussed in the previous sections. The insights gained and adjustments made during these campaigns underscore the importance of alignment, clarity, and strategic focus in the ad campaign and sales cycle.

  • Targeting ICP, Not TAM: Both clients adjusted their strategies to target their Ideal Customer Profile (ICP) rather than the Total Addressable Market (TAM), ensuring their campaigns aimed precisely at entities most likely to convert.

  • Landing Page Improvements: Adherence to the checklist ensured that the ad message was consistent with the landing page and offerings were clear, with relevant social proof and easy navigation.

  • CRO Strategies: Both clients implemented Conversion Rate Optimization (CRO) strategies, ensuring that forms were simple, meeting scheduling was straightforward, CTAs were clear, and objections were proactively addressed on the page.

  • Marketing and Sales Alignment: Ensuring that marketing strategies were in sync with sales processes, ensuring a smooth transition for leads through the sales cycle.

These real-world scenarios underscore the practicality and impact of the checklists and strategies discussed, providing a tangible perspective on their implementation and outcomes. The insights gained from these case studies can be instrumental in refining and optimizing future ad campaigns, ensuring alignment, clarity, and strategic focus across all campaign and sales cycle facets.


Managing paid advertising campaigns in the B2B sector entails a holistic, strategic, and meticulous method for a triumphant outcome. The journey from click to conversion through the sales cycle is punctuated by numerous critical touchpoints that can significantly influence the campaign’s outcome. Let’s recap the essence of our discussion and ponder upon the final thoughts that encapsulate the core philosophy behind successful ad campaigns.

Recap of the Importance of Evaluating Each Stage of the Campaign

The journey through this guide has underscored the pivotal role of strategic evaluation at each stage of the ad campaign. From ensuring alignment between keywords, ads, and landing pages to optimizing conversion paths and meticulous lead hand-off and follow-up mechanisms to adept navigation through the sales cycle, each stage demands thorough scrutiny and strategic alignment.

The case studies of Performio and Crew Talent Advisory have provided tangible insights into the practical application and impact of these strategies, highlighting the tangible outcomes of strategic alignment, clarity, and focus across the campaign and sales cycle.

Encouraging a Holistic View Rather Than Blaming the Channel

A recurring theme through the guide has been encouraging a holistic view of the ad campaign, urging marketers to look beyond the superficial tendency to blame the channel for underperformance. The intricacies in crafting a successful ad campaign extend far beyond channel selection, delving deep into the alignment, clarity, and strategic focus across various facets of the campaign.

It’s a call to marketers to delve deeper to scrutinize each stage of the campaign and sales cycle, ensuring that the ad engagement strategy is coherent, aligned, and meticulously crafted to guide the lead seamlessly from awareness to conversion and through the sales cycle.

Final Thoughts on Balancing Budget and Channel Selection

Balancing budget and channel selection is a nuanced decision that demands a thorough understanding of your ICP, a clear insight into where they spend their time, and a meticulous evaluation of the alignment between the channel, message, and offering.

It’s about recognizing that pausing or reducing the budget on a channel to refine your sales process, or maintaining the same ad budget to provide the team with more practice, are both valid and strategic decisions contingent upon the specific context and insights gained from ongoing evaluation. It’s a call to ensure that every dollar spent is strategically invested, ensuring alignment, clarity, and focus across the campaign and sales cycle.


A successful conversion through paid ad campaigns involves a meticulous strategy that aligns the ad, landing page, and conversion path with the needs and expectations of the target audience. Ensure that your keywords, ad content, landing page messaging, and conversion strategies are coherently aligned and strategically crafted to guide the lead seamlessly through the conversion path.

Aligning ad content and the landing page involves ensuring that the messaging, offerings, and call-to-actions (CTAs) are consistent and coherent across both platforms. Utilize a checklist approach to evaluate the consistency of the messaging, the clarity of the offerings, and the compelling nature of the CTAs to ensure strategic alignment.

The sales cycle is pivotal in guiding a lead from conversion to becoming a customer. It involves strategic navigation through various stages, ensuring the lead is engaged, valued, and progressively guided toward purchasing decisions. Effective sales cycle management involves strategic planning, continuous value addition, and meticulous follow-through at each stage.

Balancing the budget involves thoroughly understanding your Ideal Customer Profile (ICP), insights into where they spend their time, and meticulously evaluating the alignment between the channel, message, and offers. It may involve strategic decisions to pause, reduce, or maintain budgets on specific channels to refine sales processes or provide teams with more practice, ensuring strategic investment of every dollar spent.

Effective lead hand-off and follow-up ensure that leads are acknowledged, valued, and guided through the next post-conversion steps. Utilize a checklist to ensure that scheduling tools are accessible, instructions are clear, immediate confirmations, follow-up communications are personalized, and objections or queries are addressed proactively to ensure leads are nurtured effectively through the sales cycle.

Involving key decision-makers ensures that your communications and offerings are presented to individuals with the authority and influence to make purchasing decisions. It involves tailoring communications to address their interests and concerns, building relationships, and ensuring that your solution meets their specific challenges and needs.

Picture of Bryan Philips
Bryan Philips
I'm Bryan Philips from In Motion Marketing, where we turn B2B marketing challenges into growth opportunities. I create marketing strategies and deliver clear messaging, working closely with CEOs, marketers, and entrepreneurs. We're known for our precision in messaging, creating impactful demand generation, and producing content that drives conversions, all tailored to each client's unique needs.
Join our newsletter
Get the best tips and tricks
Free Competitor Analysis
Let us evaluate your website against your top two competitors. Receive a comprehensive audit, on us.