Why Your Social Media Ads Aren’t Working and What to Do Instead
If you’ve been running ads on Facebook, Instagram, or TikTok and you’re not seeing results, you’re not alone. Many Ethiopian business owners boost posts or launch ads with high hopes—only to end up with no sales, no leads, and a lot of confusion.
The truth is: if your ads aren’t working, it’s not because social media doesn’t work. It’s because something in your strategy needs fixing.
Let’s break down the common reasons why your ads fail—and what you can do to turn things around.
1. You’re Not Testing Your Ad Creatives
One of the most common mistakes we see is relying on a single image or video ad and expecting it to work. But the truth is: you don’t know what works until you test.
What to do instead:
Create 3–5 variations of your video or image ad. Try different:
- Headlines
- Captions
- Hooks (the first 3 seconds of your video)
- Visual styles or colors
Run these versions against the same audience to see which one performs best. Testing gives you data—not just guesses.
Most of the time, the ad you think will win isn’t the one that actually converts best. Let the results guide you.
2. You’re Targeting the Wrong Audience
You could have the best video in the world—but if it’s shown to the wrong people, you’ll waste money.
In Ethiopia, many businesses simply “boost” posts without narrowing their audience. That means their ads are going to random users instead of potential buyers.
What to do instead:
- Build custom audiences based on interest, behavior, or location.
- Use lookalike audiences based on past customers.
- Retarget people who have interacted with your page, watched your videos, or visited your website.
Effective advertising is about showing the right message to the right person at the right time.
3. Your Ad Strategy Has No Funnel
Social media is not just about “selling” in one step. You need a funnel—a sequence.
If you run a single ad saying “Buy now,” people will scroll past. They don’t know you yet.
What to do instead:
- Step 1: Educate with valuable content (tips, how-tos, behind the scenes)
- Step 2: Retarget with testimonials, benefits, or special offers
- Step 3: Close with a clear CTA (Buy now, DM us, Click to shop)
This builds trust over time. People buy from businesses they know, like, and trust.
4. You’re Not Tracking or Analyzing Your Results
A big reason why ads underperform is because the business isn’t tracking what’s working.
If you don’t check your:
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per result
- Video watch rate
Then you’re flying blind.
What to do instead:
Use the Ads Manager (not just boost post). Set clear goals. Analyze results weekly. Kill what’s not working and scale what is.
Final Thoughts: Start Testing, Stop Guessing
If your social media ads aren’t working, it’s time to get smarter—not louder.
Test your creatives. Narrow your audience. Build a real funnel. And track every step.
You don’t need to spend more—you just need to spend better.
Get a Free Starter Video
At Awaj Ads, we help Ethiopian businesses sell more online using smart ad strategies and content that converts.
Get a Free Starter Video Ad or contact us to manage your next campaign.