The Biggest Mistakes I've Seen this Year

Hey Founder,

I’ve spent 2025 auditing a LOT of Meta ad accounts.

It’s been eye-opening!
Here’s what I have learnt: Most underperformance can be fixed with better structure and thought process behind your ads.

Here are some of the biggest issues I keep seeing — I hope you aren’t guilty of these!

1. Running ads without understanding your business economics

I still see brands scaling spend without knowing:

• their profitable CAC,

• their Customer Lifetime Value,

• or whether the campaign is actually profitable.

If you don’t know your numbers, Meta will happily spend your money for you — with zero regard for profitability.

2. Over-segmenting audiences to the point of suffocating the algorithm

I’m still seeing accounts with 10+ tiny audiences all competing against each other.

Modern Meta wants broad signals. When you segment your budget too much, you restrict delivery and make CPMs climb for no reason.

3. Expecting your ROAS to match brands with totally different products

ROAS is not a universal metric.
A supplement brand, a fashion brand, and a furniture brand will never have the same efficiency profile.

Comparing yourself to the wrong category is the quickest way to chase the wrong goals.

4. Using attribution windows that distort reality

Meta defaults to 1-day-view + 7 Day-click attribution. This makes results look better, but it can hide the truth about what percentage of purchases are being influenced vs. simply claimed.

You may be better off with 1-day-view attribution included, but you need to check this metric regularily in case it is over-inflating your results.

5. Letting creative run until it dies, then scrambling

One of the signs of a struggling account:a hero ad is left running until performance collapses, and the team starts panicking.

If your CPA doubles, it’s not the algorithm’s fault.
It’s a creative supply and diversity problem. You don’t have a creative system, you have one ad that you got lucky with.

6. Killing high-performing ads because they’re “spending too much” or “have lower ROAS”

This one still surprises me.
Your winning ad should be spending more — that’s the algorithm doing its job, and scaling ads are sometimes not the highest ROAS, but they do have the most scale efficiency.

Stop turning off breakthroughs because they look “unbalanced.”

7. Using outdated funnel structures

TOF/MOF/BOF segmentation made sense years ago.
Today, Meta’s delivery system and Andromeda understands user journeys far better than any manual funnel structure.

If you're still clinging to retargeting-heavy setups, and splitting your budget across your manually created funnel - you’re likely paying more than you need to.

8. Making reactive changes the moment revenue looks slow

A quiet morning leads to:

• duplicated ad sets,

• sudden budget changes,

• changed bids,

• or full resets.

All within a few hours.

Impatience is incredibly expensive on Meta. Most accounts need stability — not panic switches.

9. Not Spending Enough (The Silent Growth Killer)

This is a new one for me - brands that are completely addicted to high ROAS, but then too scared to scale because their ROAS drops.
Meta will always prioritise the cheapest conversions first.
So the moment you try to scale, your ROAS will come down. That isn’t failure that’s how growth works. The key is understanding how low of a ROAS you can go down to and still be profitable.

Are you guilty of any of these?

Need help to get back on track - you know the drill, the first step is a call with ME!

Here is a link to my calendly where you can book: https://calendly.com/jessiehealy/coffee_with_jessie

Cheers,

Jessie