My Learnings After Spending Crores On Facebook Ads

Hello everyone, my name is Damini tripathi, and I have been in the space of digital marketing for the past 6 years. I started as a digital marketer, then became a content creator and now also own an agency where I handle marketing for various companies.

And over the years, I have spent crores on facebook ads. And regardless to say, the world of digital marketing has surely taught me a lot of things.

And i truly wish, that if I had knew all these things in the beginning, I would have gotten much better results for me and my clients.

And in this blog, I am going to share the 9 main lessons, which I have learned over the years, which you can apply in your journey and fast-track months or maybe years of struggle off your digital marketing path.

So without further ado, let’s hop right into the blog.

The 9 lessons:

Lesson #1

The first and perhaps most common thing I have seen over the years by major marketers in the industry is ad fitting.

Now, assume that once you publish your ads, a user watches them.

And over the week, he comes across the same ad more than 10 times.

What do you think would happen?

The first time, he may engage, the 2nd time he may feel that he has already seen this. This may go on till 3,4 times.

But after that, he would completely ignore your ad.

And in such a situation, your cost per conversion or cost per click would skyrocket due to a simple reason.

It's because of ad fitting, which means that the ad creatives you have been running continuously for months have grown stale with your target audience.

So, your first goal should be check your frequency cap and make sure that a person is seeing your ad only once a week due to which he is not getting ad fitting.

Also, continuously optimize the ad creatives and keep changing them according to the marketing needs.

2nd lesson

Now, let’s move to the 2nd lesson, which is audience segmentation.

Many advertisers that I have personally seen never segment their audience. Suppose you have an ecommerce business, many people are viewing your website, the product page,etc.

But due to unknown reasons, they might not purchase your product and just leave it in cart, and for that you have to constantly remind them of yourself.

So, whenever you run ads, you have to run retargeting ads to retarget users.

and it's completely different from ad targeting, which I have properly explained in this blog.

READ MORE: Facebook Ad Targeting In 2025: Techniques That Work Right Now!

What can happen in such situations is that if many ads start appearing to the same user, then the problem of ad fitting arises.

He might even think of converting after seeing an ad, but after seeing so many ads, he might start feeling it as spam and will get irritated and will not purchase from you.

Hence, to avoid all that, there should be a separate ad creative because if you show different ad creatives and ad copies to different users, then you will have better chances of conversion.

3rd lesson:

Now let’s move on to our 3rd pointer and consider this a short warning towards broad targeting.

Nowadays, I have heard many people saying that you should do broad targeting, you have chances of getting better results from it and I definitely agree to that but that shouldn’t mean that you blindly start doing broad targeting and take such a big risk.

You have to mix and match everything, and that is possible only after creating custom and local audiences for yourself.

So, first, try to build a local audience and then start your journey of broad targeting.

Then, scaling your ads would also be extremely easy, something I have described properly in this blog

READ MORE: How to Scale Facebook Ads in 2025? Strategies that works!

4th lesson:

With that, let’s move to our 4th pointer, which is about the learning phase.

And mind if you already don't know about the learning phase, here is a YouTube video where you can learn A-Z about it.

Now, once you know the learning phase, I want you to never make a change during that.

Because if you make a lot of changes in the learning phase, then your ad goes back to the learning phase and in such situations, your budget is also wasted and you are not able to bring good results.

So you have to make sure that if you are running any ad for the first time, then let it bring at least 50 conversions. After that, analyze its results and see whether it is performing well or not.

Let it come out of the learning phase and get at least 50 conversions. After that decide whether you want to make changes in that ad or not.

5th lesson:

Now, let’s move to the fifth point.

Your goal as a digital marketer should always be to get people to purchase or convert into leads. After a particular period of time, delivering educational and entertaining content becomes very important, and most of the advertisers make this mistake.

Their only goal is how nurture prospects into becoming leads.

What i want you to do is build a connection, start giving them free value for which you will build an immense respect and emotional connection.

Once an emotional connection is built, your audience may not convert immediately but in the long run you would have an army of recurring, happy customers.

And if you want to know how I do it, watch this

6th lesson

On that note, let’s move to point 6.

And this pointer revolves around the fact that most marketers just launch an ad creative and just let it run.

Never modify or test another one.

Let me tell you, once I met an agency owner and he used to test 50 ad creatives in just a month!

And regardless of saying, each time his profits used to compound.

So, from next time, test a bunch of ad creatives to be sure of your campaign, and to do that cost-effectively; watch this:

7th lesson

And now the 7th lesson is about the landing page.

You must, under any circumstances, never ridicule your landing page.

Suppose we always focus on the ads and never optimize the landing page, then even if our potential customer tries to click on our ad to understand our product,

He would simply slip through your hands because you didn’t have an optimized version of the landing page.

Pro tip: Optimize your landing page further for mobile, because that’s what people mostly browse on.

8th Lesson

With that, let's move on to the next lesson.

And this is a mistake that almost all advertisers make because no one pays attention to this thing.

Now, suppose you have launched an ad, let's say it is performing or not, but you never check what comments are coming from the users on it, whether someone is liking it or not.

Suppose someone is watching your ad, and there are 10 comments in it which are saying that it is a spammy product, it is not a good product, it is very expensive, they have not done a good job.

Overall, giving you bad reviews i.e., you have got all the negative feedback.

So even if a potential buyer comes and sees all the negative comments, he is bound to go away, seeing all that.

So once you post your ad, keep optimizing it, if someone is making a negative comment then either delete the comment or try to improve that thing and avoid negative feedback.

The more you keep refreshing your ads, the more you keep making them better, the better results you will get.

9th Lesson

And last but not least, is the ability to create a marketing strategy.

If we go to any campaign objective and put an ad creative and publish it then we do not have a strategy, we are just trying to bring traffic.
But to convert them, You have to attract them and only then the audience will be interested in your product.

Whenever you start an ad campaign, do not start with sales, first of all start with awareness or engagement campaign so that the knowledge of your brand can reach people, and then try to sell them.

You will have a much better chance at converting them.

For that, its also extremely important to create a funnel for your advertisement, that would convert cold audience, to warm ,then to hot and then convert into customers.

And if you want to understand funnels deeply, here's my F.R.E.E. crash course:

I hope this helped! 

Until then, Happy Digital Learning 😍