Stop throwing good money after bad
Look, I’ve seen this happen a hundred times. A business owner sits down, opens their laptop, and sees that their Facebook ads are suddenly costing twice as much for half the results.
Panic sets in. Usually, they do one of two things: they either double the budget thinking they can outrun the problem, or they switch the whole thing off and decide "Facebook doesn't work for my business anymore."
Both are a mistake.
If your ads have hit a wall, it’s rarely because the platform is broken. It’s usually because your strategy has gone stale or you’re ignoring the basics. Before you burn another cent, we need to look under the hood.
The "Budget Trap" is real
Most agencies will tell you to spend more. They’ll say you need more data or that the "learning phase" is taking longer.
Honestly? That’s rubbish.
If your ad isn't getting people to click or call when you're spending $20 a day, it’s not going to miraculously start working at $100 a day. You’ll just lose your shirt five times faster.
In my experience, when ads stop working, it’s almost always one of three things: the offer is boring, the creative is tired, or you’re sending people to a website that’s a nightmare to use on a phone.
Fix the offer, not the settings
I’ve sat across from plenty of business owners in Brisbane who are frustrated because their "10% off" ad isn't working.
Here’s the cold truth: nobody cares about 10% off.
In today’s market, people are bombarded. Their feeds are full of noise. If your offer doesn't make someone stop scrolling and say "I need that right now," you’ve already lost.
We’ve found that the best-performing ads for local businesses—whether you’re a plumber in Chermside or an accountant in the CBD—focus on solving a specific problem immediately.
Instead of "We do plumbing," try "We’ll fix your burst pipe in 2 hours or the first hour is free." That’s a real offer. That gets the phone ringing.
If you aren't sure if your current strategy is actually helping your bank account, you need to look at whether your social media makes money or if it's just a vanity project.
Your photos are probably too "professional"
This is going to sound backwards, but stay with me.
Most small businesses spend a fortune on glossy, high-end production videos or stock photos that look like they belong in a corporate brochure.
People on Facebook and Instagram hate those. They look like ads. And what do people do when they see an ad? They swipe past it.
Our most successful clients use photos taken on an iPhone. They use shots of their team on a job site, their van parked in a driveway, or a quick video of the owner explaining a tip. It looks like a post from a mate, so people actually stop and look at it.
If you’re struggling to come up with ideas, think about how you can win on socials by showing the human side of your business instead of a polished logo.
The "Leaky Bucket" website problem
I can build you the best ad in the world, but if I send people to a website that takes ten seconds to load or has a tiny contact form that’s impossible to fill out on a phone, you’ve wasted your money.
Most people will be looking at your ad while they’re on the bus, waiting for a coffee, or sitting on the couch. If your website doesn't work perfectly on a phone, they’re gone.
Before you increase your ad spend, do this: open your website on your own phone. Try to find your phone number. Try to book a quote. If it takes more than two taps, you’re losing customers.
Why your "Targeting" matters less than you think
Back in the day, you could target people based on exactly what they ate for breakfast. Those days are over. Privacy changes mean Facebook’s "brain" is doing more of the heavy lifting.
I see people spending hours tweaking their audience settings—adding interests like "golf" or "luxury travel."
Stop doing that.
For most local businesses, your best bet is to keep your targeting broad. Tell Facebook the area you serve (say, a 20km radius around Paddington) and let the ad itself do the targeting.
If your ad is about "Emergency Roof Repairs," the only people who will click on it are people who need their roof fixed. Facebook’s system sees that and starts showing the ad to more people like them. It’s smarter than we are. Let it do its job.
The 7-Day Rule
If you’ve made a change to your ads, leave them alone for at least a week.
I know it’s tempting to check the stats every hour, but every time you change something, the system has to start learning all over again. It’s like pulling a plant out of the ground every morning to see if the roots are growing. You’re killing it.
Give it 7 days. If the cost per enquiry is still too high, then change the photo or the headline. Never change both at once, or you won’t know which one worked.
What’s coming next? (The Trend Report)
Looking ahead, the "big agency" model of charging $2,000 a month just to manage a $500 ad spend is dying. Small business owners are getting smarter.
We’re seeing a massive shift toward "Authentic Proof." This means using reviews, video testimonials, and behind-the-scenes content in ads.
Predictions for the next 12 months: 1. Video is mandatory: Not polished video. Raw, "talking to the camera" video. 2. Direct Response is king: Vague "brand awareness" ads are a waste of cash for small businesses. Every ad must have a clear "Call Now" or "Book Here" button. 3. Messenger is the new Phone Call: More people want to message a business than call them. If you aren't set up to handle Facebook messages quickly, you’re leaving money on the table.
My honest take
Facebook ads aren't a "set and forget" thing. They’re a tool. If the tool isn't working, you don't just buy a bigger hammer—you check if you're using it right.
Usually, the fix is simple: - Make a better offer. - Use a real photo of your team. - Make sure your website doesn't frustrate people.
If you do those three things, you’ll see your cost per customer drop significantly without having to increase your daily budget by a cent.
If you’re tired of guessing why your ads aren't turning into sales, let’s have a proper chat about it. We help local businesses get their marketing sorted without the jargon or the fluff.
You can reach out to us here: https://lmgroup.au/contact.