Running ads on Facebook and Instagram can feel like a guessing game when you’re surrounded by misinformation. Many business owners waste money because they believe common advertising myths instead of focusing on what actually works. In this guide on Facebook & Instagram ad myths busted, we’ll break down the biggest lies, explain why they’re false, and give you practical advice to run campaigns that convert.
Myth #1: “Meta Ads don’t work anymore.”
Some marketers claim ads on Facebook and Instagram are “dead” and not worth the spend. This myth spreads quickly when someone runs a few poor campaigns and blames the platform instead of their strategy.
Here’s the truth: ads on Meta still work extremely well, but lazy campaigns no longer survive. As competition grows, you need sharper targeting, stronger creative, and a well-built funnel. A clothing boutique that simply boosted posts may see no sales and conclude ads are useless. But another boutique that tested video ads, optimized its landing page, and tracked conversions saw steady growth. The platform didn’t fail — the approach did.
Myth #2: “You need a huge budget to see results.”
It’s easy to assume only companies spending thousands can see real returns. Many small businesses skip ads altogether because they think their budgets are too small to compete.
The reality is you can start testing with as little as $5–10 per day. What matters more than size is how you use the budget. A bakery running a few dollars’ worth of ads daily can still bring in new customers by targeting nearby neighborhoods. Once you identify what works, scaling up becomes safer. Big brands spend more, but even small businesses can carve out success by testing and adjusting gradually.
Myth #3: “Boosting posts is the same as running ads.”
That “Boost” button is tempting — it promises quick reach with just a click. Many assume boosting a post is no different from running a campaign in Ads Manager.
Boosting is like putting your ad in a shop window, while Ads Manager gives you the keys to the entire mall. Boosted posts are limited in targeting and objectives, usually focused on engagement. But Ads Manager lets you choose conversions, build custom audiences, and control placements across Facebook, Instagram, and Messenger. Businesses that switch from boosting to proper campaigns often notice higher-quality leads and better sales almost immediately.
Myth #4: “Interest targeting is dead.”
Recently, advertisers have claimed that Meta’s AI is so powerful that interest targeting no longer matters. They argue you should only use broad or lookalike audiences.
Interest targeting is far from dead — it’s just one tool among many. A fitness coach can target people interested in “workouts” or “healthy recipes” to reach new customers while running broader campaigns for scale. Interests help discover fresh audiences, while lookalikes and broad sets help algorithms optimize. The strongest results often come from testing all three in parallel, not relying on one approach.
Myth #5: “The algorithm favors certain industries.”
When campaigns underperform, some business owners say “Facebook doesn’t like my industry.” This creates the impression that Meta secretly boosts certain products while punishing others.
The algorithm doesn’t pick favorites; it responds to compliance and ad quality. Some industries like health, supplements, or finance face stricter ad policies, which makes advertising more complex. But many businesses in those fields still succeed by crafting compliant, creative ads. Instead of assuming bias, it’s smarter to study the ad rules and refine your message so the algorithm sees your ads as relevant and trustworthy.
Myth #6: “Copying a competitor’s ad guarantees success.”
Seeing a competitor’s ad perform well can tempt you to copy it word for word. The myth says if it worked for them, it will work for you.
But your audience, timing, offer, and landing page are different. A skincare brand might run a testimonial video that works wonders for them because of their established reputation. If you copy that exact ad but your brand is new, the results may flop. Competitor ads are valuable as inspiration, but success comes from adapting ideas to your brand voice and testing them with your own audience.
Myth #7: “Once an ad works, you can let it run forever.”
Advertisers often think finding a “winning” ad means they can relax while it prints money indefinitely. The myth assumes audiences never tire of seeing the same message.
In reality, ad fatigue sets in quickly. Even high-performing ads lose their punch once people have seen them too many times. A campaign for a shoe store might run strong for weeks but then stall as engagement drops. Refreshing the visuals or updating the copy keeps results flowing. The best advertisers always have the next creative ready before the current one burns out.
Myth #8: “More targeting layers = better results.”
Stacking multiple filters feels like a way to “laser-focus” your ads. Many believe that the more specific the targeting, the stronger the results.
Over-narrowing often strangles performance. A restaurant that layers age, income, interests, and dozens of behaviors may end up with such a small pool that the algorithm can’t optimize. Broader targeting gives Meta more data to work with and often leads to cheaper conversions. The smarter approach is to test a couple of layers at a time and let the algorithm work within a large enough audience.
Myth #9: “CTR and CPC are the only metrics that matter.”
Marketers sometimes obsess over click-through rate and cost per click, assuming these numbers alone prove success.
Cheap clicks mean nothing if they don’t turn into sales. A furniture store could pay pennies for clicks but see zero conversions. Another ad might cost more per click but generate profitable purchases. What really matters is cost per acquisition (CPA) and return on ad spend (ROAS). CTR and CPC are useful diagnostics, but the end goal is revenue — not vanity metrics.
Myth #10: “Ads will fix a weak offer or bad website.”
A common belief is that running ads will rescue a product that isn’t selling or a website that isn’t converting.
Ads amplify what already exists. If your product has poor reviews or your website loads slowly, ads will just expose those problems to more people, faster. On the other hand, if your site is optimized and your offer is strong, ads will accelerate growth. Before investing heavily in campaigns, small businesses should patch the leaks in their funnel so advertising dollars drive conversions instead of wasted clicks.
Facebook & Instagram Ad Myths Busted: Key Takeaway
The myths around Meta advertising mislead many small businesses into wasting time and money. The truth is that Facebook and Instagram ads remain some of the most powerful tools for growth — if you use them strategically. Strong creative, a clear offer, and conversion tracking matter more than chasing shortcuts.
👉 Ready to stop guessing? Neksas Digital helps businesses run Facebook and Instagram ads that actually convert.
FAQs: Facebook & Instagram Ad Myths Busted
Do ads still work in 2025?
Yes, Facebook and Instagram ads still work in 2025. They’re effective when you use strong creatives, clear objectives, and proper targeting — lazy setups fail, but smart strategies thrive.
How much do I need to start?
You can start with as little as $5–10/day. A small budget is enough to test ads and learn what works before scaling, since strategy matters more than big spend.
Is boosting the same as ads?
No, boosting is not the same as running ads. Boosting only increases reach or engagement, while Ads Manager allows full optimization for conversions, leads, and sales.
Should I use interests or broad targeting?
Both interests and broad targeting can work. Interests help you find niche audiences, while broad targeting gives the algorithm more room to optimize — testing both is the best approach.
Does Meta favor certain industries?
No, Meta does not favor certain industries. The algorithm rewards quality ads and compliance, though stricter niches like health or finance require more careful messaging.
Can I copy competitor ads?
No, copying competitor ads doesn’t guarantee success. Your audience, brand, and offer are unique, so use competitor ads as inspiration but always test your own creatives.
How long can an ad run?
An ad can run as long as it performs well. But ad fatigue is real, so monitor results and refresh creatives once engagement drops.
Is narrow targeting best?
No, narrow targeting is not always best. Over-narrowing shrinks your audience and raises costs, while broader targeting often delivers cheaper and stronger results.
Which metrics matter most?
CPA and ROAS matter most. CTR and CPC are useful signals, but cost per acquisition and return on ad spend reveal true profitability.
Do ads fix bad products or sites?
No, ads don’t fix weak products or bad sites. They amplify what’s already there — if your offer or website is broken, ads will only waste budget faster.
