When I first started running Facebook ads, I was working for a fast-moving software startup—and we were totally winging it. No one really knew what made an ad work.
We didn’t understand copywriting, targeting, images, or budgets. We wrote what we thought sounded good and hit “Publish,” hoping magic would happen.
It didn’t.
We wasted time, money, and a whole lot of mental energy trying to figure out what we were doing wrong. But I was fortunate: the company eventually began investing in proper training. That opened the door for me—and sparked something I didn’t expect. I fell in love with the psychology and process behind what makes ads convert.
By the time I left the startup, I’d gone all-in—studying not just the tactics, but the strategy behind successful campaigns. And I haven’t stopped since.
If you’re just starting out—or struggling to get your ads to convert—here are 5 things I wish someone had told me before I ever spent a single dollar.
1. Good Copywriting Isn’t Optional
We thought our ads sounded great. They were clever. Polished. Full of buzzwords. But they didn’t connect—because they weren’t written for the people we were trying to reach.
Good ad copy isn’t about sounding smart. It’s about sparking emotion and making people feel seen.
It needs to grab attention, build desire, and make the next step obvious.
If your copy doesn’t stop the scroll or stir curiosity, your ad won’t get clicked.
Need help writing copy that actually converts? Check out the Copy Confidence Kit for headline formulas, subhead strategies, and plug-and-play templates.
2. Targeting Is Everything When Running Facebook Ads
Even the best ad will flop in front of the wrong people.
In our early days, we ran broad audiences—sometimes even targeting everyone aged 18–65 in multiple countries—because we didn’t want to “miss out.” But the reality? We were attracting people who had no interest in our offer.
Once I learned how to build audiences around specific pain points, behaviors, and buying signals, everything changed.
Great targeting isn’t about casting a wide net—it’s about placing your ad in front of the right eyes at the right time.
If you’re unsure where to start, grab my free guide: 50+ Ways to Find Clients Online and Offline—it includes audience brainstorming prompts that help clarify targeting fast.
3. Budget Without Strategy = Burnt Budget
We thought spending more would fix the problem. When results were low, we threw more money at it.
But here’s what I know now: No amount of ad spend can save a broken strategy.
Instead of guessing and “boosting” posts, I learned how to test small, measure results, and scale what was working. Strategy first. Spend second.
If your budget feels like it’s disappearing into the void, this might be why.
Not sure what kind of strategy to use? My article on how to use emotion in marketing without manipulating covers the psychology behind results-driven messaging.
4. Metrics Aren’t Just Numbers—They Tell a Story
Early on, we barely knew what a CPC was—let alone what our CTR or cost per lead should be. We watched the numbers come in but didn’t know how to interpret them.
Here’s what I’ve learned:
Your metrics from running Facebook ads will always tell you what’s wrong—if you know how to listen.
- Low CTR? Your hook or creative isn’t catching attention.
- High clicks but no conversions? Your landing page or offer might be off.
- Poor relevance score? Your targeting is likely off.
Once I started reading metrics like a story rather than a spreadsheet, optimization became way easier—and a lot more fun.
You can also learn how to set up your own metrics tracker in Google Looker Studio to monitor trends and fix problems faster.
5. Your Offer Has to Be Irresistible When Running Facebook Ads
This one’s big. We had a decent product and ran ads to a free demo—but conversions were terrible.
Why? Because the offer itself wasn’t clear, compelling, or urgent.
There was no reason to click now. No trust built. No promise of transformation.
Running Facebook ads should be amplifiers. If your offer is weak, your results will reflect it.
High-converting offers show the value immediately. They position your solution as the bridge from “where I am now” to “where I want to be.” They reduce risk, build belief, and create urgency.
Want to know if your offer is built for conversion? Read: What Makes a High-Converting Offer? It’s Not What You Think
Final Thoughts
If you’re just getting started with ads, I want you to know: there is a learning curve—but you don’t have to waste your budget figuring it out alone.
Everything I’ve learned—from that scrappy startup to managing five-figure monthly ad spends—has been rooted in one truth: strategy backed by psychology gets results.
Want to skip the guesswork?
Grab one of my free ad strategy guides, like the Targeted Ads Toolkit
Or book a free discovery call and let’s talk about what’s not working in your ad strategy.
About the Author
Jenn MacQueen is a digital marketing strategist who believes great marketing starts with psychology, not pressure. After running her first Facebook ads at a scrappy software startup (and learning everything the hard way), she became obsessed with what really drives conversions. Today, she helps small business owners and course creators build sustainable marketing systems that actually work—without wasting time, budget, or sanity. When she’s not testing ad copy or teaching client funnels how to behave, you’ll find her wrangling grandchildren, brewing strong coffee, or belting ‘80s music in the kitchen.
Learn more at macqueensolutions.ca or grab a free marketing guide here.