When orchestrated properly, Facebook ads will stop readers in their tracks, entice them to click through to your landing page and ultimately, drive conversions. Chronext, a digital marketplace for luxury watches, experienced a 40% boost in traffic and 14x return on investment thanks to a carefully executed ad campaign.

However, if you’re not careful, Facebook ads can quickly become a money pit as General Motors found out. Spending money on Facebook ads will guarantee you a certain level of reach, but if your ads don’t actually connect with your customers or result in financial remuneration, then what’s the point?

In the Age of Information, where people are less responsive to advertising than ever before, creating generic ads for untargeted audiences is not effective. In order to cut through the noise and connect with people, you need to create ads that are highly personalized.

Fortunately, Facebook is the perfect platform to do this. If your ads aren’t connecting with your ideal consumers, it’s likely that you’re making one (or more) of the following mistakes.