Meta Ads Not Working? 46 Real Questions Answered (2026)

Q: Anyone else seeing CPMs spike on Meta? Why are my CPMs so high?

Partly the season, partly your ad. Expect some of it: the median Meta CPM was $15.06 from August 2025 to July 2026, up 13% on the year before, and the last quarter of the year is usually dearer. Check your click rate. If it fell at the same time, the ad is the likelier cause, so make a fresh one. Meta’s auction rewards relevant ads, so a better ad can win against higher bids.

Q: Meta ignores my placement and age value rules. Why?

Value rules don’t block anyone. They only raise or lower your bid for a group, so Meta can still show your ad to people outside it. Treat a rule as a nudge: it raises a bid up to 1000% or lowers it up to 90% for a group. Put your key rule first. If two rules fit one person, Meta uses only the first. Check your bid strategy. Meta says value rules don’t work with manual bids such as ROAS goal or bid cap. To keep an age group out completely, limit age in the audience settings instead.

Meta spending 120% of my budget by 10am? Why did Meta spend more than my daily budget?

Short answer: That’s allowed. Meta can spend more on good days, as long as the week evens out.

Do this

Judge spend by the week (Sunday to Saturday), not by the morning.
Meta’s limits: up to 75% over your daily budget in one day, and never more than 7 times your daily budget in a week.
If a day at 175% would hurt you, lower the daily budget. Don’t switch ads off and on.
Check your own numbers with the free Meta overspend checker.

Proof Meta: About daily budgets

Sales campaign "Active" but $0 spent and 0 impressions. What am I missing?

Short answer: Something under the campaign isn’t running. Check every level, not just the campaign.

Do this

Open the ad set and the ad, and read the Delivery column on each.
Look for In review, Processing (Meta says some updates take up to 8 hours), Rejected, Scheduled, Ad set off, Ads off or No ads.
If everything says Active, check for a cost goal or bid set too low, a very small audience, or a payment problem.
Hover over any warning in Ads Manager. Meta shows the reason there.

Proof Meta: View delivery status · Meta: Troubleshoot ad delivery

Go deeper: Meta ads approved but not spending

Why did my Meta CPA jump right after I increased the budget?

Short answer: A big budget jump makes Meta start learning again, and sales cost more while it learns.

Do this

Raise the budget in small steps. Meta’s own example: $100 to $101 is fine; $100 to $1,000 can restart learning.
Make the change in the morning. Meta notes that doubling a budget at 22:00 leaves two hours to spend it, so the next day swings.
Wait a few days before you judge it. (Our rule of thumb, not Meta’s rule.)

Proof Meta: Significant edits and learning phase · Meta: Troubleshoot ad delivery

Go deeper: Why results drop after a budget increase

What's a reasonable starting budget for Meta Ads?

Short answer: Enough to run for at least a week and get some sales in that week.

Do this

Meta’s minimum: at least $5 a day, running for more than six days.
To learn properly, Meta needs about 50 results a week per ad set. Multiply 50 by what you expect a sale to cost.
Example: at $38.99 a sale (the 2026 median across 40,000+ brands), that’s about $1,950 a week. Spending less is fine; just judge results over a longer period.

Proof Meta: Ads pricing and budgets · Meta: About the learning phase · Triple Whale: Facebook ad benchmarks 2026

Go deeper: How much Facebook ads cost in 2026

When scaling, do you duplicate the ad set or raise the budget in place?

Short answer: Raise the budget in place, in small steps. A copy starts learning from zero and can compete with the original.

Do this

Raise gradually. Meta’s example: $100 to $101 won’t restart learning; $100 to $1,000 may.
A duplicated ad set is a new ad set, so it goes through learning again.
Running the copy beside the original can overlap. Meta says overlap can stop ad sets spending fully or finishing learning.
In a campaign with Advantage+ campaign budget (CBO), adding a new ad set doesn’t restart learning for the others.

Proof Meta: Significant edits and learning phase · Meta: Understand auction overlap · Meta: Combine ad sets and campaigns

I have a business with thousands of sales. Is it time to add a bid cap?

Short answer: Only if you know your conversion rates well. Meta says bid caps are for advertisers who can work out the right bid; set it too low and your ads stop spending.

Do this

Want cheaper sales on average? Use a cost per result goal instead. It controls the average cost; a bid cap only limits each bid.
Goal-based bidding works best with 50 to 100 or more conversions a week, Meta says.
If you try a bid cap and see “Bid limited” in Ads Manager, the bid is too low. Raise it or remove it.

Proof Meta: About bid strategies · Meta: Best practices for bid cap

How should I set up a cost cap: what goal, what budget, and how long should I wait?

Short answer: Set the goal a little above what a result costs you now, give it enough budget, and judge it by the week. (Meta now calls a cost cap a “cost per result goal”.)

Do this

Start 10 to 20% above your average cost per result. Meta’s example: $20 a purchase over the last 30 days means a $22 goal.
No history yet? Run the Highest volume strategy for at least 2 weeks, then use that cost.
Wait at least 7 days after setting or changing the goal before you judge it. Meta suggests 3 weeks before you scale.
It works best with 50 to 100 or more conversions a week.

Proof Meta: Best practices for cost per result goal

Anyone else seeing CPMs spike on Meta? Why are my CPMs so high?

Short answer: Partly the season, partly your ad.

Do this

Expect some of it: the median Meta CPM was $15.06 from August 2025 to July 2026, up 13% on the year before, and the last quarter of the year is usually dearer.
Check your click rate. If it fell at the same time, the ad is the likelier cause, so make a fresh one.
Meta’s auction rewards relevant ads, so a better ad can win against higher bids.

Proof Meta: About ad auctions · Triple Whale: Facebook ad benchmarks 2026

Go deeper: CPM calculator

Does turning Meta ads off every night and back on in the morning hurt performance?

Short answer: It can hurt. Meta says frequent pauses interfere with how it spends your budget.

Do this

Leave ads running, or use time-of-day scheduling on the ad set instead of switching by hand.
Pausing an ad set for 7 days or more restarts learning.

Proof Meta: Troubleshoot ad delivery · Meta: Significant edits and learning phase

Meta ignores my placement and age value rules. Why?

Short answer: Value rules don’t block anyone, so Meta can still show your ad to people outside them.

Do this

Treat a rule as a nudge: it raises a bid up to 1000% or lowers it up to 90% for a group.
Put your key rule first. If two rules fit one person, Meta uses only the first.
Don’t pair them with manual bids such as ROAS goal or bid cap. Meta says they don’t work there.
To keep an age group out completely, limit age in the audience settings instead.

Proof Meta: About value rules in Meta Ads Manager · Meta: Age and gender targeting

Go deeper: Meta removed placement controls: what to do now

If I only want profit on a small budget, is it safer to target only cheaper (tier-2) countries?

Short answer: Not automatically. A cheap country can still cost more per sale, because Meta shows ads to people it expects to act, not just people who are cheap to reach.

Do this

Pick countries by where your buyers live, can pay, and can be served. Do not pick by cheap views. (Our rule of thumb, not Meta’s rule.)
Judge by cost per sale, not CPM or clicks. Meta says its auction weighs your bid, how likely a person is to act, and ad quality.
Test it small: run the same ad in one cheap country and in your main one, then compare cost per sale. (Our rule of thumb, not Meta’s rule.)

Proof Meta: About ad auctions

How many creatives would you test at once on a small daily budget?

Short answer: Two or three ads that are really different from each other. Fewer than you think.

Do this

On a small budget, every extra ad gets less money and teaches you less.
Make them truly different: a different idea, not the same video with a new colour or headline.
Meta’s Creative test runs 2 to 7 test ads and suggests using no more than 20% of your budget on tests.
Check your versions with the free similarity checker before you spend.

Proof Meta: Set up a creative test

Go deeper: How many creatives to test at $50 a day

On what basis do you consolidate your ad sets in CBO, and how many ads do you usually keep in an ad set?

Short answer: Fewer ads and fewer ad sets than you’d think. Meta says too many make each one deliver less and learn slower.

Do this

Merge ad sets that share the same goal and ads but split the audience by small interests, regions, placements or languages.
Need results per audience? Keep one ad set and use Breakdown in Ads Manager.
Cut the number of ads but keep variety inside each one: one ad can hold up to 10 images or videos.
Meta gives no magic number of ads per ad set. Our rule of thumb: start with 2 or 3 truly different ones.

Proof Meta: About managing ad volume · Meta: Combine ad sets and campaigns

Every time I add more creatives, should I increase the budget so they aren't starved of spend?

Short answer: Not automatically. New ads share the same budget, and adding one restarts learning in that ad set.

Do this

To test new ads without disturbing your winners, use Meta’s Creative test, which sets aside part of the budget for them.
Or put new ideas in their own ad set.
Raise the budget when results earn it, not because you added ads.

Proof Meta: Significant edits and learning phase · Meta: Set up a creative test

How do you give every creative a fair shot without burning cash?

Short answer: Set aside a fixed slice of budget for tests, and keep each test small.

Do this

Use Meta’s Creative test: 2 to 7 test ads, a share of budget you choose (Meta suggests up to 20%), and winners keep running in the same campaign.
It only works with the Highest volume bid strategy.
It doesn’t tell you how sure the result is, so don’t crown a winner on a handful of sales.

Proof Meta: Set up a creative test

Go deeper: Creative testing tools for Meta

How many days should I give a new ad set or test? (e.g. with a €20 average CPA)

Short answer: At least 7 days, and longer if you get fewer than about 50 sales a week.

Do this

Work it out: 50 times your cost per sale is the weekly spend that lets Meta finish learning. At €20 a sale, that’s €1,000 a week, about €143 a day.
Below that, the ad set will likely say “Learning limited” and results will jump around. That’s normal, not broken.
Judge cost per sale over the whole period, not one good or bad day.

Proof Meta: About the learning phase

What's your kill rule if ROAS drops below 2 by evening?

Short answer: Don’t decide on one afternoon. Compare cost per sale with your break-even over several days.

Do this

Spend moves around: a daily budget can run up to 75% over, or well under, on any day.
Sales arrive late: with 7-day click attribution, a sale up to 7 days after the click still counts, so today’s numbers keep changing.
Pausing and restarting costs you: Meta says frequent pauses interfere with how it spends.
Get your break-even number from the ROAS calculator.

Proof Meta: About daily budgets · Meta: About attribution settings · Meta: Troubleshoot ad delivery

Go deeper: How much to spend before killing an ad

Meta keeps spending everything on one ad. What should I do?

Short answer: Often that’s fine. Meta says it’s normal for some ads to get less, as long as the campaign meets your goals.

Do this

If the ad getting the money performs well, leave it.
If you want the others tested properly, give them a reserved budget with Meta’s Creative test.
If your ads are near-copies, Meta may treat them as one idea. Make them truly different.

Proof Meta: Troubleshoot ad delivery · Meta: Set up a creative test

Go deeper: Why Meta spends everything on one ad

Am I competing against myself with multiple ad sets?

Short answer: Not in the bidding, but overlap can still hold you back.

Do this

When two of your ad sets could reach the same person, Meta enters only one of your ads in that auction, so you never bid against yourself.
But Meta says overlap can stop an ad set spending its full budget or finishing learning.
The fix: combine similar ad sets, or switch off the overlapping ones with the fewest results and move their budget.

Proof Meta: Understand auction overlap · Meta: Combine ad sets and campaigns

Do you test your ads in ABO or CBO, and scale in the same campaign?

Short answer: Either works. What matters is that new tests get guaranteed spend.

Do this

CBO is now called Advantage+ campaign budget. It moves money to the ad sets Meta expects to do best, so new tests can get very little.
Good news from Meta: in a CBO campaign, adding or editing one ad set doesn’t restart learning for the others.
A common setup: test in a separate campaign with ad set budgets (ABO) and move winners across. Or use Meta’s Creative test inside the same campaign.

Proof Meta: Significant edits and learning phase · Meta: Set up a creative test

Go deeper: Meta CBO vs ABO

How should I structure app install campaigns?

Short answer: Keep it simple: one Advantage+ app campaign for each goal, lots of creative, and no bid cap.

Do this

Run one campaign per goal, such as installs or a purchase inside the app. Meta says not to run several campaigns at the same audience, because overlap can hurt delivery.
Pick Lowest cost and skip the bid cap. Meta says caps can limit your results.
Upload plenty of creative (up to 50 at once) and refresh it a few times a month.
Want buyers, not just installs? Optimize for an app event. You must have app events turned on.

Proof Meta: Best practices for Advantage+ app campaigns · Meta: Optimize your app ads

Is a full funnel on Meta worth it: a video awareness campaign, then a traffic campaign, then a sales campaign?

Short answer: No, not for most small accounts. Meta now lets you run awareness and sales ads together in one campaign, and it optimizes for sales.

Do this

Start with one sales campaign. Meta built the sales objective to find people likely to buy, so it is the place to spend first.
Want awareness too? Pick Awareness, then “Combine Awareness and Sales”. Meta splits your budget between them for the best cost per sale, with no minimum budget.
Skip the three-campaign chain unless you have a big budget and the time to test it. (Our rule of thumb, not Meta’s rule.)

Proof Meta: Create Combined awareness and sales campaigns in Meta Ads Manager · Meta: About the sales objective in Meta Ads Manager

Go deeper: Full-funnel ad strategy: top, middle and bottom

Platform says 4x ROAS, margin math says 1.2x. How do you check before scaling?

Short answer: Meta’s ROAS counts revenue by Meta’s rules, not your profit. Trust your own numbers.

Do this

Work out your break-even ROAS: 1 divided by your margin. A 40% margin means you need 2.5. The ROAS calculator does it for you.
Compare Meta’s ROAS with total sales divided by total ad spend for the same days. If Meta’s number rises and yours doesn’t, trust yours.
They differ because Meta credits a sale up to 7 days after a click or 1 day after a view, and your store counts differently.

Proof Meta: About attribution settings

Go deeper: Why high ROAS can still lose money

I’ve spent €460 on Meta ads and barely got any sales. What am I missing?

Short answer: Usually one of three things: Meta has too few sales to learn from, tracking isn’t counting them, or the targeting is fighting the system.

Do this

Check your pixel data in Events Manager and make sure purchases are actually recorded.
Meta needs about 50 conversions a week to learn. Far from that? Aim the ad set at something more common, like add to cart or landing page views, while you build traffic.
Keep targeting simple: where you ship and the language your customers read. Meta says over-complicated targeting can hurt.
Then check the ad and the page with the free ad analyzer.

Proof Meta: Troubleshoot conversion optimization

How do I see new versus returning customers in Ads Manager?

Short answer: Use the Audience segments breakdown. It splits results into new audience, engaged audience and existing customers.

Do this

First, define your engaged audience and existing customers in your ad account’s advertising settings. Meta says the feature may not be available to everyone yet.
Then in Ads Manager: Breakdown, then By demographics, then Audience segments.
New audience means people who haven’t interacted with you. Existing customers means people who already bought or signed up.

Proof Meta: Use audience segments for breakdown reporting

Is Meta performance down for everyone right now, and when will it be fixed?

Short answer: Check Meta’s own status page first. If it shows no issues, the dip is most likely the normal day-to-day swing, not an outage.

Do this

Open metastatus.com/ads-manager. It shows any known problem with creating ads, delivery or reporting.
Judge the week, not the day. Meta says spend can run up to 75% over your daily budget on some days and under on others.
Look at the whole campaign without hourly breakdowns, and at the cost of the result you chose, not CPM.
Don’t make big changes during a dip. A big edit restarts learning.

Proof Meta: Understand fluctuations in ad performance · Meta: Significant edits and learning phase · Meta Status: Ads Manager

Does Facebook ads work? Or TikTok? Do Facebook ads actually work for small businesses?

Short answer: They work when what you earn per sale is more than what a sale costs you.

Do this

Work out the most you can pay for a sale with the ROAS calculator.
Run one campaign for at least a week, with a budget you can afford to learn from, and compare.
For a rough idea: across 40,000+ online stores in 2026, the median cost per sale on Meta was $38.99.
Meta, TikTok or Google? Google catches people already searching. Meta and TikTok show your product to people who weren’t. Start with one.

Proof Meta: Ads pricing and budgets · Triple Whale: Facebook ad benchmarks 2026

Where do I start with ads? Which platform should I use first?

Short answer: Set up tracking, know your numbers, then run one simple campaign for a week.

Do this

Install the Meta pixel (and the Conversions API if you can). Place a test order and check it shows up in Events Manager.
Work out your profit per order and the most you can pay for a sale.
One campaign, one ad set, the Sales objective, broad targeting, and 2 or 3 clearly different ads, sized 4:5 for feeds and 9:16 for Stories and Reels.
Leave it alone for a week, then read cost per sale, not likes.

Proof Meta: Ads pricing and budgets · Meta: About the learning phase

Go deeper: Facebook and Instagram ad sizes

Boost post or Ads Manager: which is better?

Short answer: Boosting is the quick, simple option. Ads Manager gives you more control and more goals, such as sales on your website.

Do this

Boost when you want an existing post or reel to reach more people, get messages or get engagement fast.
Use Ads Manager when you want website sales, app installs or video views, or more placements and targeting.
Either way you pay for an ad. Meta bills a boosted post as an ad.
Selling online? Start in Ads Manager with the Sales objective. (Our rule of thumb, not Meta’s rule.)

Proof Meta: The difference between boosted posts and Meta ads

My app install campaign gets clicks but no installs are tracked. How do I check the Meta SDK works?

Short answer: Meta can only count installs after the Facebook SDK is added to your app. Until it counts one, it aims your ad at link clicks instead.

Do this

Ask your app developer to confirm the Facebook SDK is set up in the app, then start a new app installs campaign. Meta says to do it in that order.
Check the app with Meta’s App Ads Helper. Meta lists it as a tool for verifying your app.
Remember the 28-day rule: with no installs in the last 28 days, Meta can’t optimize for installs. It optimizes for link clicks until one install is counted.

Proof Meta: Troubleshoot optimizing for mobile app install tracking · Meta: Integrate app events with the Facebook SDK

My Meta ads are barely generating any inquiries on Messenger. What could be the problem?

Short answer: Meta’s advice for message ads is to say clearly that a click opens a chat, greet people fast, and wait long enough to judge.

Do this

Say it in the ad, for example “Message us to learn more”, and use a Send Message or Chat Now button. Meta recommends this wording.
Turn on a greeting and instant replies, so people get an answer the moment they message.
Link your Facebook, Instagram and WhatsApp accounts. If you use more than one, you can pick several message destinations in one campaign.
Let the campaign run 7 or more days before you judge it. Meta recommends this for stable results.

Proof Meta: Best practices for ads that click to message

How do I avoid targeting Hispanics in the USA?

Short answer: You can’t pick or block people by race or ethnicity. Meta’s rules against wrongful discrimination still apply, and its own tool tells you to avoid sensitive topics such as race.

Do this

Don’t try to include or exclude a group by race. Meta says its Advertising Standards against wrongful discrimination still apply to detailed targeting.
Use the settings Meta does allow, such as location, age range and gender, and see which of them bring buyers.
Let your own sales lead you. Make an ad for the people who do buy, and test it against your current one. (Our rule of thumb, not Meta’s rule.)

Proof Meta: Use detailed targeting · Meta: About reaching new audiences

Meta says I got fewer sales than my store shows. How do I know if Meta isn’t counting my conversions?

Short answer: Meta and your store count sales in different ways, so the numbers rarely match exactly. A big gap usually comes from a setting or a tracking mistake that you can check.

Do this

Match the attribution window first. In Ads Reporting, compare Meta’s results over 1-day click, 7-day click and other windows.
Check the time zone and conversion date. Both tools need the same time zone, and the same way of dating a sale.
Check the Meta Pixel in Events Manager and compare its fires with your store’s orders. Meta says fewer sales can come from a badly set up tag manager, and more sales from double pixel fires.

Proof Meta: Troubleshoot common reporting differences between Meta Ads Reporting and third-party reporting tools · Meta: Compare attribution settings in Meta Ads Reporting

How often should I add new creatives?

Short answer: When Meta says the ad is tired, and ideally a little before.

Do this

Watch the Delivery column. “Creative limited” means the ad costs more per result than your past ads, but less than twice as much. “Creative fatigue” means twice or more.
Add a new ad that is clearly different, not a small edit.
Keep the old winner running beside it. Meta notes that can get more results.

Proof Meta: Creative fatigue recommendations

Go deeper: Creative fatigue on Meta ads

Should I turn on Meta's AI (Advantage+) settings? Why is Meta changing my ads?

Short answer: That’s Advantage+ creative, and you can switch it off.

Do this

Before you publish each ad, open the creative enhancements section and check what’s on. Meta says some are on by default.
They can add music, overlays, animation, image touch-ups, text changes, translations and subtitles.
If your logo, claims or exact wording matter, switch off the ones that change images or text.
Want to know if they help? Run the same ad with them on and off.

Proof Meta: About Advantage+ creative

Do negative comments hurt ad performance? Should I hide them?

Short answer: Meta’s advice is to reply to comments, good and bad, and hide only the ones you find inappropriate. (Meta’s pages don’t say whether negative comments change delivery.)

Do this

Reply to negative comments when you can. Meta says it shows your brand is listening.
Hide inappropriate ones in Ads Manager (open the ad, then More options, then Manage comments). The writer still sees a hidden comment; nobody else does.
Turn on the profanity filter and blocked words for your Page (Hidden Words on Instagram). They cover your ads too.
Report spam and comments that break Meta’s rules.

Proof Meta: Manage comments on your ads · Meta: Best practices for comment moderation on your ads

Should my best organic posts become my ads?

Short answer: Yes, you can turn a Page post into an ad, and it is a quick way to test what people already like.

Do this

In Ads Manager, pick your objective. At the ad step, choose “Use existing post” and select the post.
Check the post’s button first. Meta says a post with a call to action that doesn’t fit your goal can’t be used. A “Shop now” post can’t become a call ad, for example.
Remember that changing the ad, such as adding a phone number, also changes the original post. Meta says so.
Start with posts that got real comments, shares and saves. (Our rule of thumb, not Meta’s rule.)

Proof Meta: Create ads from existing posts in Meta Ads Manager

Why are my carousel ads showing up cropped?

Short answer: One carousel runs in many places, and a card that isn’t the right shape can look cut off. Square is the safest shape.

Do this

Make each video square (1:1). Meta recommends this for carousel videos.
Use square images too, and keep the main subject in the middle. (Our rule of thumb, not Meta’s rule.)
Use cards that look alike, ideally from the same shoot. Meta says this keeps the ad cohesive and engaging.

Proof Meta: Best practices for carousel ads · Meta: About carousel ads

How do I boost an Instagram Live as an ad? The boost option doesn’t show when I go live.

Short answer: Meta runs an Instagram Live as an ad that you set up in Ads Manager, not from a boost button. Set it up before you go live.

Do this

Create an Instagram live video ad in Meta Ads Manager at least 3 hours before the live starts. Meta says this gives the best impact.
Pick one goal: traffic, sales, leads or engagement.
Schedule the ad ahead of time. Once Meta approves it, it starts delivering by itself when you go live.
Add one link during the live, such as your website or WhatsApp, so viewers can act while they watch.

Proof Meta: About Instagram live video ads

Meta keeps rejecting all our ads, even non-financial ones. Why?

Short answer: Find Meta’s reason first, then edit the ad or ask for another review.

Do this

Meta emails you and lists the reason in Business Support Home.
Edit the ad (it’s checked again automatically), make a new one, or request a review if you think Meta got it wrong.
Don’t delete the ad. Meta says you may lose the option to request a review.
If every ad is rejected, the cause is usually the landing page, your business category or the account, not each ad. (Our experience, not Meta’s rule.)

Proof Meta: Troubleshoot a rejected ad

How do I avoid getting my ad account restricted? What do I do if it is?

Short answer: Keep rule breaks at zero, and if it happens, use Meta’s own review route fast.

Do this

In Business Support Home, open the account in Account overview and follow “What you can do”. It may ask you to confirm your identity, verify, secure the account or request a review (an admin must do it).
Don’t wait: Meta says an account disabled for a policy breach that stays ineligible for six months can’t be reinstated.
Treat repeated ad rejections as a warning. Meta says severe or repeated violations can restrict your ability to advertise.

Proof Meta: Troubleshoot a restricted account · Meta: Troubleshoot a rejected ad

Go deeper: Meta ad account disabled: recovery

My Meta payment failed. Once it goes through, am I in the clear?

Short answer: Mostly yes. Once you pay what’s due, Meta restarts your active and scheduled ads and tries to make up the lost time.

Do this

Pay in Billing & payments: choose the ad account, click Payment methods, then Pay now. If it fails again, try later with a different card.
Still paused after paying? You may have hit the daily spending limit Meta set for your account.
Add a backup payment method, so one failed card doesn’t stop your ads again.
Check the card allows online payments, has a security code, hasn’t expired and has enough money on it.

Proof Meta: Fix a failed payment issue on Meta

My Meta advertiser verification keeps getting rejected. Why?

Short answer: Meta rejects a submission when the details look false, aren’t yours, or can’t be checked. You can usually appeal.

Do this

Make sure the name, address and phone number match your business documents exactly.
Upload original documents. Meta doesn’t accept edits, or extracts downloaded from government websites.
Check that your website loads, uses https and has no broken links.
Verify only a business you own or may represent, then appeal in Security Center.

Proof Meta: Why was my business verification submission rejected? · Meta: About elective verification for advertisers

My Facebook Page doesn’t show up when I set up my ad. How do I assign it to my campaign?

Short answer: A Page appears in the list only when your login has the right access to it. Fix the access and it shows up.

Do this

Check you have full control or partial access (Ads) to the Page. Meta says you need one of these to run ads for it.
Check you are an Admin or Advertiser on the ad account, or ask an Admin to give you that role.
If the Page sits in a business portfolio, someone with full access must assign you: Meta Business Suite, Settings, Pages, then Assign people.

Proof Meta: What are the ad account permission roles in Meta Ads Manager? · Meta: How do I give someone access to my Facebook Page?

Meta no longer allows targeting users below 18 when I duplicate a campaign. Why, and what can I do?

Short answer: Meta limits many options when teens are in your audience, so settings you used before can switch off. It is a Meta rule, not a bug.

Do this

Know what is off. Meta says gender, detailed targeting (interests and behaviors), language, lookalike audiences and most custom audiences are not available when teens are in the audience.
If you don’t need teens, set the minimum age to 18 in your ad set.
If you do need teens, pick a goal Meta still allows, such as link clicks, reach, impressions, app installs or offsite conversions.
In the EU, EEA and Switzerland, ads can’t deliver to people under 18 at all.

Proof Meta: About advertising to teens · Meta: About reaching new audiences

I can’t remove an Instagram account from a previous owner’s business account. How do I detach it?

Short answer: Only someone with full control of the business portfolio that holds the Instagram account can remove it. Removing it does not delete the account.

Do this

Ask the portfolio’s owner, or anyone with full control, to open Meta Business Suite, Settings, then Instagram accounts. They click the account and choose Remove.
If the account is connected to a Facebook Page, disconnect it from the Page first.
Know the side effect. Anyone who logs in with that Instagram account’s username and password is also removed from the portfolio.
Meta’s page does not say what to do if the old owner can’t be reached.

Proof Meta: How do I remove an Instagram account from my business portfolio in Meta Business Suite?

Meta ads not working? 46 real questions advertisers asked, answered from Meta’s own rules.

Meta spending 120% of my budget by 10am? Why did Meta spend more than my daily budget?

Sales campaign "Active" but $0 spent and 0 impressions. What am I missing?

Why did my Meta CPA jump right after I increased the budget?

What's a reasonable starting budget for Meta Ads?

When scaling, do you duplicate the ad set or raise the budget in place?

I have a business with thousands of sales. Is it time to add a bid cap?

How should I set up a cost cap: what goal, what budget, and how long should I wait?

Anyone else seeing CPMs spike on Meta? Why are my CPMs so high?

Does turning Meta ads off every night and back on in the morning hurt performance?

Meta ignores my placement and age value rules. Why?

If I only want profit on a small budget, is it safer to target only cheaper (tier-2) countries?

How many creatives would you test at once on a small daily budget?

On what basis do you consolidate your ad sets in CBO, and how many ads do you usually keep in an ad set?

Every time I add more creatives, should I increase the budget so they aren't starved of spend?

How do you give every creative a fair shot without burning cash?

How many days should I give a new ad set or test? (e.g. with a €20 average CPA)

What's your kill rule if ROAS drops below 2 by evening?

Meta keeps spending everything on one ad. What should I do?

Am I competing against myself with multiple ad sets?

Do you test your ads in ABO or CBO, and scale in the same campaign?

How should I structure app install campaigns?

Is a full funnel on Meta worth it: a video awareness campaign, then a traffic campaign, then a sales campaign?

Platform says 4x ROAS, margin math says 1.2x. How do you check before scaling?

I’ve spent €460 on Meta ads and barely got any sales. What am I missing?

How do I see new versus returning customers in Ads Manager?

Is Meta performance down for everyone right now, and when will it be fixed?

Does Facebook ads work? Or TikTok? Do Facebook ads actually work for small businesses?

Where do I start with ads? Which platform should I use first?

Boost post or Ads Manager: which is better?

My app install campaign gets clicks but no installs are tracked. How do I check the Meta SDK works?

My Meta ads are barely generating any inquiries on Messenger. What could be the problem?

How do I avoid targeting Hispanics in the USA?

Meta says I got fewer sales than my store shows. How do I know if Meta isn’t counting my conversions?

How often should I add new creatives?

Should I turn on Meta's AI (Advantage+) settings? Why is Meta changing my ads?

Do negative comments hurt ad performance? Should I hide them?

Should my best organic posts become my ads?

Why are my carousel ads showing up cropped?

How do I boost an Instagram Live as an ad? The boost option doesn’t show when I go live.

Meta keeps rejecting all our ads, even non-financial ones. Why?

How do I avoid getting my ad account restricted? What do I do if it is?

My Meta payment failed. Once it goes through, am I in the clear?

My Meta advertiser verification keeps getting rejected. Why?

My Facebook Page doesn’t show up when I set up my ad. How do I assign it to my campaign?

Meta no longer allows targeting users below 18 when I duplicate a campaign. Why, and what can I do?

I can’t remove an Instagram account from a previous owner’s business account. How do I detach it?

Still stuck? Ask us.

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