Facebook Ads Active But Not Spending? Here’s Why!

You’ve finally started the new Facebook ad campaign for your business, but you just discovered that your Facebook ads are active but not spending well. It’s because they are not doing well. When we say “not performing,” we mean that your campaigns have received relatively few to no interactions. 

Facebook ads active but not performing can also happen to advertisements that have efficient delivery!

There are multiple factors why an ad may fail to perform. In this blog, we’ll go over the most traditional instances of why this probably happens, as well as what you should be doing if it does.

Let’s get this ball rolling! 

Table of Contents

Reasons Why Facebook Ads Active But Not Performing

If your Facebook ad campaign is active at the strategic and tactical level, but not spending, there may be some campaign implementation error either at the campaign, ad set, ad level, or somewhere else in the cycle. 

This is why we’ve compiled a list of all the various reasons why your Facebook ads may have suddenly stopped running.

Quick Fixes for Active But Not Performing Facebook Ads:

  • Launch the ad power editor. 
  • Save your ad information. 
  • Open the advertisement post. 
  • Change the ad’s name. You do not need to change it entirely. Just modify it a little.
  • Upload the new ad. 
  • Allow some time for your new ad to be approved. 

Let’s get into the details.

Ad is Under Review

Major reason why your Facebook ads active but not spending is before any ad in Facebook’s platform goes live, it is reviewed. Facebook verifies that the ad meets Facebook’s ad criteria (copy, design, and targeting). 

Facebook approves an ad between 2 to 72 hours. During the weekends, the timeframe can range from 2 to 3 days. So, allow your ads some breathing room.

Fix

  • Launch the ad power editor. 
  • Download your ad information. 
  • Open the ad that needs fixing. 
  • Change the ad’s name. 
  • Upload the new, edited ad.. 
  • Allow some time for your new ad. 

Ad is Inactive

An explanation for your Facebook ad being active but not working is that it has been set to inactive mode. You may have unintentionally set it off. The best part is it won’t terminate and your advertising will not be deleted. 

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Fix:

If you believe that your advertisement is invalid, you can reactivate it by taking these guidelines: 

  • Click on the ad in the advertising manager. 
  • To enable it, click the button next to it. 
  • Unless otherwise specified, your ad should now begin running.

Ad is Violating a Facebook Ad Policy

Once you post an advertisement, Facebook will examine it to comply with its advertising regulations. Facebook leverages automatic systems to guarantee that every aspect of your ads corresponds to the standards. 

Fix:

If your ad breaches these regulations, it will be rejected by Facebook. To revive your ads, just address the faults.

Ad Has Low Customer Engagement

Your Customer Satisfaction Score is below average: The Customer Satisfaction Rating, which goes from 0 to 5, is awarded to all Facebook Pages that run ads. A small estimate signals bad user feedback, which can have an influence on a page’s ad performance measurement and, as a result, charges. 

Fix:

Try increasing your ranking to ensure that your ads are delivered to your targeted users. 

Other Fixes That May Be Restricting Your Ad Performance

In addition to the most common reasons mentioned above, there are other subtle factors that can limit your Facebook ad spending.

To ensure your Facebook ad reaches out to your target audience in the most effective way, consider the following fixes.

Landing Page Optimization

If your ad links to a landing page to close a deal, your landing page’s quality is a big factor in how your ads are going to perform.

Basically, if your landing page lacks original content, displays too many ads, or offers misleading content, Facebook may flag your landing page as low quality and your ad will subsequently not spend well.

Expand audience

Limiting your Facebook audience can be a good thing if you want your ads to target only your relevant market, but too many limitations can end up narrowing your reach. 

This could be a reason your ad is not being well received.

Fix Payment issues

Make sure your payments are not blocked. If you’re using a credit card, a maxed-out credit card may be the reason your ads are not spending.

Similarly, your payments can also be blocked if you have set an account spending limit on your Facebook ad campaign which has reached its limit.

Optimize Facebook Customer Satisfaction Score

Once you start making sales, Facebook gets feedback from your customers. If this feedback happens to be negative and your customer satisfaction score is below 2.0, your ad reach will be limited.

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Remove Audience Overlaps

If you have multiple ads that are being targeted to similar audiences, they will start posing competition to each other and Facebook will start limiting the ad which doesn’t perform well.

How To Create A Successful Facebook Ad Campaign

If you’re sure your business ad is properly active, the reason your ads may not be performing could be that your ad campaign is poorly executed.

Facebook ads offer one of the biggest online platforms to share an ad on. Still, since the platform is a social media scrolling app, it is essentially difficult to attract your target market to convert through Facebook ads.

This is why your Facebook ad campaign needs to be attractive and efficiently executed.

Let’s discover some tips on how to create a Facebook ad that converts effectively and performs well.

Analyze your competition

Before running a Facebook ad campaign, analyze your competitor businesses’ Facebook pages on the platform and take a look at how they’re running their ads.

The likes and comments on each ad should give you an idea of your target market’s likes and dislikes and will help you towards the right track of advertisement.

If you’re unsure about how to find your competitors, why not try using Facebook Boolean search operators?

Start targeting your ads

Before running a Facebook ad campaign, you need to have a good idea about what your target market is, and the goal should be to target ads directly to them.

For example, if your business sells beauty creams for young women, instead of targeting your ads to potentially all women of the US in hopes of getting better reach, you should target them to women under 30 in the US.

While this may limit the views on your ad, your ad should convert more leads when you’re targetting the customer directly.

If different products of your business have different target markets, you should create unique ads for each target market and target them to the relevant niche to make the best out of your Facebook ad campaign.

Your ad copy and images should go together

Facebook ad posts are created with a section of copywriting that explains the purpose of the ad to the viewer along with a section of images that catch the attention of the viewer and attract them to your ad.

To ensure this approach works to its best potential, your copy and images should always go together and follow a theme. If the copy is professional, the images should be professional as well. If the caption is friendly and informal, the images should be light and colorful.

This also means whatever is offered in the copy should be visually presented in the images as well. For example, if your ad claims to have a sale on handbags, your images should feature attractive handbags.

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Follow the Facebook 20% Text Rule

The Facebook 20% Text Rule is a rule of thumb derived by professional social marketers after thorough research that the best ads on Facebook always feature no more than 20% text on their images.

This creates a guideline for Facebook marketers that whenever you’re creating images to run as ads, always keep the text overlay on the image to 20% of the picture’s size, while the rest of the 80% should only be the image.

Since Facebook is a social media platform, your ads are always heavily reliant on their graphics to attract a visitor rather than the copy that it reads.

Include a CTA

Your Facebook ad has an objective to fulfill and it’s always best to push your target market to take an action in relation to that objective by including a CTA.

A Call To Action creates a sense of urgency in a viewer’s mind and increases the chance of them clicking on your Ad.

So if you’re selling a product, include a Shop Now CTA, or if you’re conducting informative advertisement, go for a Learn More CTA.

Keep it short and simple

Advertising on social media will require you to convey your message in the most concise way possible. Long texts or featureful images tend to just be scrolled away by the reader as they require a lot of effort.

This is why your ad copy should always be short and straight to the point. 

And make sure you use simple vocabulary in your copy.

Include the price if you can

You could promise the lowest prices in the market in a caption yet most viewers will still not go through the effort of clicking your ad and visiting your website assuming it to be clickbait.

This is why you should always include the price of your product in the copy or the ad images in an upfront manner and ensure clicks on your ads.

How Well Should My Facebook Ad Do?

The success of Facebook ads is measured by their conversion rate i.e. how many potential leads are converted to sales after viewing the ad.

The general rule of thumb in Facebook SMM is that for a successful Facebook Ad campaign, the conversion rate should at least be 9%.

Takeaway

You know all the possible reasons why your Facebook ads active but not spending. A tip at the end is to set a good budget. Facebook will examine your business’s market, bid approach, currency, purchasing type, timeline, and efficiency to establish your ad budget requirements. So, to initiate a successful campaign, you should stick to Facebook’s budget suggestions. 

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