Are You Using These Outdated Meta™ Ad Strategies?

If you’ve been running Meta™(Facebook™ and Instagram™) ads and wondering why things suddenly got so expensive or stopped working altogether, you’re not alone.

The Meta™ ad platform has changed a lot over the past year. What worked six months ago? It’s already outdated.

And if you’re still using those old tactics, chances are your leads are costing more, your sales have slowed down, and your confidence is a little shaken.

So let’s fix that. In this post, I’m walking you through five common mistakes I see with Meta™ ads right now—and how to turn them around.

These tweaks could be the difference between $8 leads and $3.12 leads (yes, that happened to one of my clients).

Let’s dive in…

Mistake #1: Micro-Managing Your Targeting

Back in the day, we’d create separate ad sets for each detailed interest—meticulously narrowing down who saw our ads.

But in 2025? That level of control is doing more harm than good.

Meta’s algorithm is smarter than ever. Trying to outsmart it with overly detailed targeting just restricts its ability to find the right people.

Let’s take Bec as an example, a health & wellness coach who came to me with ads that had generated 48 leads and zero sales – after spending $800.

When I took over, I didn’t even touch the ad creative. All I changed was the campaign objective and simplified the targeting.

We spent $1200 and got 404 leads and 4 sales. Same ads. Just a better setup. That then gives us a better starting point to optimise the entire funnel further.

Broad targeting lets the algorithm optimise for the best results.

Mistake #2: Your Messaging Isn’t Sharp Enough

Social media (and the internet as a whole) is a noisy place. If your ad doesn’t grab attention immediately, it gets scrolled past.

This is where your messaging comes in – your hook, headline, and overall offer positioning.

It’s not just about “what you offer,” it’s about the specific problem you solve and why your audience should care now.

I worked with a business coach who was getting leads for over $8. We tested a new title for her lead magnet – same resource, just repositioned with a clearer problem-focus.

And straight away the leads dropped to $3.12 each. That’s a 61% improvement just from changing a lead magnet title.

If your cost per lead is creeping up, it might not be the ad – it’s quite possibly your messaging.

Mistake #3: Blindly Accepting Meta™’s Recommendations

When you set up a campaign, Meta™ will suggest all sorts of “optimisations.”

Sounds helpful, right?

But here’s the thing: Meta doesn’t know your client, your offer, or your business model.

Those suggestions? They often prioritise reach or engagement, not actual lead quality or sales.

I’ve tested Meta’s suggestions across many campaigns, and most of them hurt performance more than they help – like dropping lead quality or inflating ad spend without better results.

Be intentional. Understand those recommendations before you accept them and always base your decisions on data, not defaults. Think about what would make you take action on an ad and use that as a starting point. If it doesn’t look or sound right, don’t use it.

Mistake #4: Tweaking Too Soon

We’ve all been there. You launch a new campaign, check results after two hours, and freak out because nothing’s happening.

So, you pause it. Or worse – start changing everything.

But here’s the truth: Meta’s algorithm needs time.

Don’t panic. Be patient.

And when you do decide to make changes, make them strategically:

• Is it your objective?
• Does your audience targeting setup need to be changed?
• Is your creative or copy not resonating?
• Is your landing page turning prospective leads away?

If you’re not sure what to tweak, grab my Ad Profit Formula Cheatsheet to diagnose what’s really going on in your campaigns.

Mistake #5: Treating Ads Like a Standalone Tactic

Your ads are not your marketing strategy—they’re just one part of it.

If you’re running ads without a bigger plan, you’re likely wasting money.

The Webonize Marketing Framework is built around a holistic, journey-based approach:

1. Attract cold audiences with value-led visibility ads.
2. Ignite interest through strategic retargeting and content.
3. Activate leads with sales-focused messaging that converts.

When your ad campaigns are aligned with your funnel and nurture systems, everything works better.

Your audience warms up. Your lead quality improves. Your conversion rates go up.

Ads don’t work in a silo. They need to be part of a bigger journey.

Ready to Stop Wasting Money and Start Getting Results?

Meta™ ads are still one of the best ways to grow your business – if you use them correctly.

Avoiding these 5 mistakes can save you hundreds (if not thousands) in wasted ad spend and missed opportunities.

Want expert eyes on your campaigns?

Inside Abundant Ads Academy, I walk you through what’s working right now, how to fix underperforming campaigns and how to build a strategy that actually converts.

Plus, you get monthly ad audits so you’re never guessing.

Learn more and join us here → Abundant Ads Academy