When you're running Facebook ads, you probably focus a lot on targeting the right audience or managing your budget. But here’s the thing — if your ad creative isn't grabbing attention and getting people to take action, all that effort is wasted.
One of the biggest mistakes you can make is neglecting your ad creatives. Poor creatives are the number one thing that can tank your Return on Ad Spend (ROAS). No matter how good your targeting is, if your creative doesn't hit the mark, your results will fall flat.
Why Ad Creatives Are the Key to Better ROAS
Your ad creative is what people see first. If it’s not visually appealing or interesting, they’ll scroll past it without a second thought — even if your targeting is perfect. So why is it such a big deal for ROAS?
It’s the first thing people see
Think of it like a storefront window: if it doesn’t look attractive, people won’t stop to check it out. Your ad creative needs to grab attention right away.
Example: Imagine you’re scrolling through Facebook and you see an ad for running shoes. One ad shows a person running on a beautiful trail, smiling, and wearing the shoes. Another ad just shows a static image of the shoes on a white background. Which one would make you stop?
It drives engagement
If your creative is interesting and relevant, people are more likely to click, like, or comment. More engagement leads to a higher CTR (click-through rate) and ultimately better ROAS.
Example: Let’s say you run an ad for a fitness program. One version has a motivational quote with a plain background. The other version shows a short video of someone doing the workout, sweating and feeling energized. Which one do you think would get more engagement?
It tells your brand’s story
Your creative is the perfect opportunity to show what your product or service is all about. Without a clear message, people won’t understand why they should care.
Example: If you’re selling eco-friendly water bottles, your creative should highlight not just the product, but also why it’s better for the environment. A picture of the bottle with a message like, “Help reduce plastic waste while staying hydrated” is much more compelling than just a picture of the bottle itself.
It’s easy to test and improve
The great thing about Facebook ads is that you can test different versions of your ad creatives to see what works best. If one creative isn’t performing well, you can easily adjust it and try something new.
Example: You could test two different headlines — “Get Fit with Our New Program” vs. “Join Thousands Who’ve Transformed Their Lives with Our Program” — and see which one gets more clicks. Small changes in your creative can lead to big improvements in your ROAS.
Signs That Your Ad Creatives Are Hurting Your ROAS
You might not always notice it, but your ad creative could be the reason your ROAS is low. Here are some signs that your creatives need a refresh:
High impressions, low engagement
If you’re getting lots of impressions but very few clicks or interactions, your creative is probably not connecting with your audience.
Example: You’re running an ad for a new tech gadget, but even though tons of people are seeing your ad, no one is clicking. Maybe the ad copy or image isn’t doing enough to spark interest.
Low conversion rates
People may click on your ad, but if they don’t take action, it could be because your creative isn’t making a strong case for why they should convert.
Example: A user clicks on your ad for a discount on a product, but they don’t buy. It could be because your ad doesn’t clearly explain why your product is the solution to their problem.
Ad fatigue
If your ad’s performance drops after a few days, it might be time to update your creative. Audiences can get tired of seeing the same thing over and over again.
Example: If you’ve been running the same ad for weeks, people who have already seen it might ignore it the next time. Switching up the creative will help keep it fresh.
How to Improve Your Ad Creatives for Better ROAS
If you’re not seeing the results you want, improving your ad creative is one of the best ways to boost your Facebook ROAS. Here’s how to make your creatives more engaging and effective:
1. Use high-quality visuals
People respond to clear, professional-looking images and videos. Poor-quality visuals won’t grab attention or build trust. Your creative should look polished and appealing.
Example: If you’re selling a fashion item, show it in real-life situations, like someone wearing the clothes at a party or out on the street. High-quality images help your audience picture themselves using your product.
2. Keep your message short and sweet
In the world of Facebook ads, less is more. Your message should be clear, concise, and straight to the point. Tell your audience why they should care and what action they should take.
Example: Instead of a long paragraph, try a simple headline like: “Get 20% off your first order — limited time only!” People are more likely to take action when they know exactly what the deal is and how to claim it.
3. Create a sense of urgency
People love to feel like they might miss out on something. Using urgency in your ad creative can push people to act sooner rather than later.
Example: Add phrases like “Hurry, only a few items left!” or “Last chance to save 30%!” to encourage immediate action.
4. Test different formats
Don’t just stick to one type of ad creative. Facebook offers a variety of ad formats, including single images, carousel ads (multiple images), and video ads. Experiment with them to see what works best for your audience.
Here are some key ad formats:
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Single Image Ads — simple and effective for showcasing a single product or message. Great for direct calls-to-action.
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Carousel Ads — show multiple images or videos in one ad. Perfect for displaying different products or features.
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Video Ads — engage users with videos that tell a story or show how a product works. They’re memorable and dynamic.
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Slideshow Ads — a lightweight video alternative, using images to create a video-like experience. Faster to load and cheaper to produce than videos.
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Collection Ads — great for e-commerce, allowing users to browse a group of products in one ad and shop directly.
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Instant Experience Ads — full-screen, interactive ads that provide an immersive experience for your audience.
Example: Run a carousel ad that lets users swipe through different features of your product, or try a video that shows how your product solves a specific problem. Different formats keep your ads fresh and engaging.
5. Use a clear call-to-action (CTA)
Your ad should tell people exactly what you want them to do. Whether it’s “Shop Now,” “Learn More,” or “Sign Up,” make sure your CTA is easy to find and action-oriented.
Example: “Get Yours Today!” or “Join the Movement!” are simple, clear CTAs that encourage people to click.
6. Keep testing and refining
Don’t assume your first creative will be the one that works. Always test different headlines, images, and calls to action. Track how each version performs and optimize accordingly.
Example: Test one version with a video and another with a static image. See which one gets more engagement and better ROAS, then adjust your future creatives based on that data.
Why Targeting Strategy Matters
Even with great ad creatives, targeting still plays a crucial role in driving the best results. Facebook Ad Targeting 101: How to Reach the Right Audience and Custom vs Lookalike Audiences: What Works Best for Facebook Campaigns? are important resources to help you refine your targeting and maximize your ad’s potential.
If you’re seeing low engagement or struggling with conversions despite great creatives, it's time to revisit your audience targeting. Using Facebook's detailed targeting can help you fine-tune who sees your ads, improving your chances of connecting with the right people who are more likely to take action.
Don't Let Poor Creatives Kill Your ROAS
If you’re seeing low ROAS despite having great targeting and budget management, your ad creatives are probably the problem. A good creative can help you stand out, drive engagement, and convert your audience into paying customers.
Take the time to optimize your creatives. Make sure they’re high-quality, engaging, and clear. Test different versions, and keep refining until you find what works best. Your Facebook ROAS will thank yo
