Your Facebook ad campaign has been created and published. The ad creatives have all been approved and don’t violate any of Meta’s policies. However, for a few hours or even a full day, your ad has no spend, no clicks, and no impressions. You’re feeling frustrated, annoyed, and are frantically looking for a solution. You are not the first to encounter this issue. In fact, hundreds and thousands of our clients have come to us with a similar problem, seeking a solution.
There are many reasons why Meta stops spending your Facebook ad budget. This article will outline the main reasons your Facebook ads aren’t spending money and how to fix them. The solutions in this blog post won’t be theoretical or verbose; they’ll get straight to the point so you can apply them right away.
7 Reasons your Facebook ads aren’t spending money
I want to show you 7 common reasons why Meta stops spending Facebook ad budget. These are the reasons hundreds of thousands of customers face, and our team is here to help you solve them.
Manual bidding (Cost Cap) is too low
The first reason I want to mention for why Meta stops spending Facebook ad budget is manual bidding, also known as Cost Cap. Cost cap allows you to control the amount of money you spend on ads per conversion. Here’s an example: if you have a fashion store and are advertising clothes and shoes, you can set a cost cap per purchase to maintain profitability. If you set the cost cap too low, Facebook will not deliver your ads to potential customers.
For example, if you are selling an outfit for $20 to $30, I would set the cost cap between $20-$25. If I set the cost cap at only $5-$10, there’s a high chance the ad will not deliver or will deliver to very few people.
Remember that advertising costs have increased significantly over the past few years, so you may need to exceed your desired cost per conversion to get your ad account to start spending money. I have set a higher cost cap than my desired cost per conversion, but Facebook can still deliver a reasonable cost per conversion. For example, if you set the cost cap at $50, Facebook may still bring you a cost per conversion higher than that, so keep that in mind.
So, the advice I want to give you is to set a reasonable cost cap. This will help you generate conversions and help your Facebook ad spend its budget. If the budget cap you set is too low, you can try increasing it by 10-20% as a test.
The target audience is too small
When setting up your campaign, pay attention to the target audience you’re aiming for. If your target audience is not large enough, there is a high chance your Facebook ads will not deliver and spend money. This is a very basic reason that very few advertisers know and fix. We recommend combining some of your audiences or not targeting at all to make the ad set or campaign audience larger.
New ad account
That’s right, this is an extremely common reason for all advertisers. Facebook uses a daily spending limit to control ad spend based on an ad account’s history. To get a larger spending limit, you need to prove to the Meta Business Manager that you are a credible advertiser. There are many ways to build trust with Meta, such as making timely payments, running policy-compliant campaigns, and completing advertiser verification. If you’re using a new account, you’ll have to accept that your account won’t spend much for the first few weeks, even if your ads have a good quality score.
The solution we want to tell you is to start campaigns with a low budget, pay your invoices on time, and avoid making too many changes at once. Facebook needs time to establish your credibility as an advertiser. If you’re looking for accounts with a high trust score and a clear spending history, contact the Optimal Agency team immediately.
At Optimal, we are proud to be Vietnam’s leading provider of Facebook ad accounts. Our Facebook ad account rental service will help you solve every problem, such as:
+) Accounts not spending
+) Campaigns are being frequently paused
+) Accounts are unable to spend large budgets
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Payment method
A common reason your Facebook ads aren’t spending is a payment error. Your ad account will pause spending if your credit card or other payment methods run out of funds or have exceeded their credit limit. When you create an ad, you should be mindful of whether your card has funds and what its credit limit is.
For this issue, we recommend always having multiple payment methods or different credit cards prepared. This will prevent your ads from being paused and unable to reach users.
Low-quality score
This is a problem most new advertisers face when creating Facebook ads. The setup will vary depending on the campaign type, so you should read the requirements carefully to get the best quality score for your ad creative. If your ad’s quality score remains low, it won’t be shown to many people and will have a very low click-through rate.
For this reason, we offer the following solution: Update your creative content to achieve the desired action from your audience. Try sharper images, a simpler message, and a stronger Call to Action (CTA). Don’t be afraid to A/B test a few versions to see which one is truly effective. When creating ads, avoid using generic images and wordy content.
Poor landing page experience
Most sellers create landing pages to introduce their products. When a customer clicks on your ad and immediately exits the page, Meta considers this a poor user experience. This will cause your ad to be deprioritized by Facebook and shown to fewer potential customers.
For this issue, I have the following solutions for you: Fix any landing page errors, especially regarding page load speed, and ensure it works well on all devices. The content on the landing page should also give customers the most authentic feeling about the product.
Conflicting targeting
The Facebook algorithm has changed, so adding too many filters to your target audience—such as age, language, behavior, etc.—can prevent your ads from being delivered correctly. You should simplify your targeting. Start with a broad range and then narrow it down based on performance. Target only one or two key characteristics per campaign to maintain an effective reach. After the machine learning has collected data from the ad, you can build lookalike audiences instead of stacking dozens of filters. This is a more effective way to scale without disrupting delivery.
Conclusion
As this blog post has shown, there are many reasons why Meta stops spending Facebook ad budget. However, with just a few practical solutions, you can easily solve these problems. Follow the articles on our website regularly to get the latest knowledge on Facebook advertising as quickly as possible.
