5 Common Facebook Ad Mistakes Singapore Businesses Should Avoid
Facebook Ads can be an incredible growth tool for businesses in Singapore—when done right. But far too often, we see businesses burning through their ad budgets with little to no results. Why? Because they fall into avoidable traps that hurt campaign performance.
At Elite Media Singapore, we’ve audited and optimised hundreds of Facebook ad accounts. We’ve seen what works—and more importantly, what doesn’t. In this article, we’re breaking down five common Facebook ad mistakes Singapore businesses make, and how to avoid them in 2025.
❌ Mistake 1: Not Defining a Clear Objective
Many businesses jump into Facebook Ads without a clear goal. They boost posts, run “brand awareness” campaigns, or try to sell products with no real strategy behind it. This leads to wasted budget and low ROI.
Why it matters:
Facebook’s algorithm works best when it knows what you want—be it traffic, conversions, lead generation, or video views. Without a clear objective, it can’t optimise effectively.
What to do instead:
- Use Meta Ads Manager (not just the Boost button)
- Choose a specific campaign objective (e.g., “Leads”, “Conversions”, or “Engagement”)
- Set clear KPIs (e.g., cost per lead below $5, 3x return on ad spend)
🎯 Example: A local tuition centre ran a general reach campaign. We switched it to a lead gen campaign with an optimised form—and lead cost dropped by 60%.
❌ Mistake 2: Targeting Too Broad or Too Narrow
Another big mistake is poor audience targeting. Either:
- You target everyone in Singapore, hoping to “cast a wide net”, or
- You over-narrow to an ultra-specific audience that limits reach
Both strategies can backfire.
Why it matters:
Broad targeting may lead to irrelevant clicks, while narrow targeting may restrict reach, increase costs, and limit Facebook’s learning algorithm.
What to do instead:
- Use custom audiences (e.g., website visitors, email list, video viewers)
- Test lookalike audiences based on your best customers
- Layer interests & behaviors smartly—not excessively
📍 Elite Tip: For a local gym, we started with women aged 25–45 living within 5km of the gym and interested in fitness. We then created a lookalike based on leads from the first month. This led to a 2.7x ROAS improvement.
❌ Mistake 3: Using Poor Visuals or Generic Copy
Your ad has seconds to stop someone from scrolling. If your visuals are blurry, stocky, or uninspiring—and your copy is too vague—your ad will be ignored.
Why it matters:
Facebook and Instagram are visual-first platforms. High-quality, engaging creative = higher CTR and lower CPC.
What to do instead:
- Use bold, high-resolution images or short videos
- Make sure your visuals reflect your brand identity and product benefits
- Write clear, benefit-driven copy with a compelling CTA
✏️ Example: Instead of saying “Check out our latest skincare line,” try:
“🌿 Sensitive skin? Our new herbal serum calms redness in just 3 days. Tap to try it now!”
❌ Mistake 4: Ignoring the Facebook Pixel
Too many Singapore businesses run Facebook ads without installing the Facebook (Meta) Pixel on their website. This means no tracking, no retargeting, no optimisation—and missed opportunities.
Why it matters:
The Pixel is crucial for:
- Tracking conversions (sales, sign-ups, downloads)
- Retargeting website visitors
- Creating lookalike audiences
Without it, you’re flying blind.
What to do instead:
- Install the Meta Pixel on all pages of your website
- Set up conversion events (Add to Cart, Purchase, Lead)
- Use Meta Events Manager to verify that tracking works
💡 Pro Tip: Use tools like Google Tag Manager for easy installation and better control.
❌ Mistake 5: “Set and Forget” Mentality
This is one of the most common and costly mistakes: launching an ad and forgetting to check in. Many businesses run ads for weeks without reviewing performance or making adjustments.
Why it matters:
Facebook ad performance can change quickly. Without regular optimisation, your ads may suffer from:
- Ad fatigue
- Increased costs
- Low-quality traffic
What to do instead:
- Review your campaign every 2–3 days during the learning phase
- Monitor key metrics: CTR, CPC, CPM, ROAS, conversion rate
- Pause underperforming ads and scale winners
- Refresh creatives every 2–3 weeks to avoid fatigue
📊 At Elite Media Singapore, we use weekly dashboards and performance reports to continuously refine campaigns and improve results.
💼 Case Study: Fixing All 5 Mistakes for a Singapore Retail Brand
Client: Fashion boutique in Orchard Road
Problem: Spent $1,500 on ads over 2 months with poor ROI (less than 1x ROAS)
What we fixed:
- Switched from boosted posts to a conversion-focused ad campaign
- Installed Pixel + tracked “Add to Cart” and “Purchase”
- Replaced dull stock images with lifestyle product videos
- Created a lookalike audience from their customer list
- Set up weekly monitoring and creative rotation
Results after 30 days:
- ROAS improved from 0.9x → 4.3x
- 260% increase in add-to-cart events
- 180% increase in Instagram engagement
🚀 “We never realised how much we were missing until Elite Media took over our campaigns.” – Retail Client
✅ Bonus Tips to Maximise Facebook Ad Success in Singapore
- Localise your content
Use Singaporean slang, local references, or even mix in Singlish. It increases relatability. - Test different ad formats
Try carousels, Stories, Reels ads, and collection ads. One format might surprise you. - Use social proof
Testimonials, reviews, or “as featured in” badges help build trust quickly. - Retarget with irresistible offers
Run retargeting ads for users who visited your product page but didn’t buy. Offer limited-time discounts to close the sale.
💡 Final Thoughts: Avoid These Mistakes, Grow Faster
Facebook Ads can deliver incredible ROI when done right. But if you’re making any of the mistakes above, your budget won’t go as far as it should.
The good news? These are all fixable mistakes.
At Elite Media Singapore, we help businesses like yours audit, optimise, and scale Facebook campaigns for real results. Whether you’re spending $500/month or $50,000/month, we have the tools and experience to make every dollar count.
📞 Want to Avoid Wasting Money on Facebook Ads?
Let us help you run smarter, better-performing ads.
✅ Facebook Ad Audits
✅ Conversion-Focused Strategy
✅ Creative Development & Copywriting
✅ Retargeting & Scaling
✅ Transparent Reporting
📧 Email: hello@elitemedia.sg