Running Facebook ads in 2025 feels harder than ever. Costs are rising, privacy updates are changing the platform, and brands are fighting for attention. But the surprising truth is this: most Facebook ad failures don’t happen because ads don’t “work” — they happen because 20 common mistakes keep destroying results.

After reviewing dozens of 6-figure and 7-figure eCommerce ad accounts, experts have repeatedly found that the same problems appear over and over again. If your ads aren’t profitable, the reason is very likely on this list.

1. You Aren’t Spending Enough Per Ad Set

If an ad set doesn’t get around 50 conversions per week, it doesn’t exit learning phase. Without budget, Meta can’t optimize.
A simple formula:
Daily Budget ≈ CPA × 7.14

2. Your Data Is Too Spread Out

Running too many ad sets = not enough conversion signals.
One strong campaign beats five weak ones.

3. You Change Things Too Often

Every change resets learning.
Sometimes the smartest move is to wait 3–5 days before touching anything.

4. You’re Still Running Traditional Remarketing

Post-iOS, remarketing audiences are weak.
The recommended approach:
Acquisition Campaign + Broad Targeting + Exclude Purchasers Only

5. You Optimize for View-Through Attribution

7-day click + 1-day view makes ROAS look fake.
Click-only attribution gives clearer data.

6. No Purchase Exclusions

If you don’t exclude customers, Meta wastes budget retargeting old buyers.
That kills new customer revenue.

7. You Aren’t Using Dynamic Catalog Ads

Tools such as:

• DABA (Dynamic Ad for Broad Audiences)
  
• DPA (Dynamic Product Ads)
  …bring cheaper conversions with less ad fatigue.
  

8. You Keep Turning Ads Off

Turning ads off too fast ruins data.
Meta’s algorithm needs time to stabilize.

9. No Advanced Pixel Matching

Turn on advanced matching settings to improve tracking and signal health.

10. Wrong Content Inventory Filtering

Using “Limited Inventory” restricts placements and hurts scaling ability.

11. Your Conversion API Is Misconfigured

Your pixel + CAPI data lines must match closely.
Mismatch = wrong reporting + wasted money.

12. Mixed Products Inside One Campaign

Different products = different margins.
Without SKU-specific campaigns, ROAS becomes unpredictable.

13. Unrealistic ROAS Targets

If business math is broken, ads can’t fix it.
Sometimes the P&L is the real enemy.

14. Operational Costs Too High

If OPEX is 40%+ of revenue, profitability becomes impossible even at good ROAS.

15. Poor Inventory Planning

Running out of stock during peak demand kills scaling opportunities.

16. Low Creative Output

Facebook in 2025 = a creative platform.
More creative testing = more conversions.

17. No Creative Variety

Five ads that look the same will fatigue instantly.
You need:

• Different hooks
  
• Different formats
  
• Different messages
  

18. Using Only Highest-Volume Bidding

Highest volume ignores CPA.
Cost caps and bid caps help control profitability.

19. You Don’t Diagnose the Right Metrics

Winning ads rely on tracking:

• CTR
  
• AOV
  
• Conversion rate
  
• CPM
  
• Spend
  

Fix the weak piece instead of panicking over ROAS alone.

20. No Marketing Calendar

Seasonal planning drives monthly revenue.
Data + events + storytelling = stronger conversion rates.

Final Thoughts

Success on Facebook today is NOT just about pressing launch.
It’s about:

Smart budgeting
Strong creative
Technical setup
Cost control
Audience structure
Business math

If your ads are struggling, review this list carefully and fix issues one by one.

Working Facebook ads in 2025 are absolutely possible — but only when the system behind them works correctly.