When Facebook ads get clicks but no sales, the problem is usually after the click: the page doesn't match the ad, the offer isn't clear on a phone, or the checkout asks too much. Sometimes the campaign is optimised for clicks instead of purchases. Check these in order and you'll usually find the leak within a day.
1. Is the campaign optimised for sales?
A Traffic campaign finds people who click. A Sales campaign optimised for the Purchase event finds people who buy. If you chose Traffic, or boosted a post, cheap clicks from people who never buy are expected. Switch to Sales once your pixel is reporting purchases (connect it here).
2. Does the page match the ad?
If the ad promises "120 Canva templates for GH₵ 199" and the page opens with your life story, people leave. The first screen of your page should repeat the ad's promise, show the product and the price, and have a button.
3. Can you buy it in 30 seconds on a phone?
Open your own product link on your phone, on mobile data, and try to buy. Watch for:
- Slow-loading images
- The price or button hidden below a long description
- Payment options people don't use. Mobile money matters in Ghana; Paylead's checkout takes MoMo and cards.
- Questions nobody answered: how do I get it, when does it arrive, can I get a refund?
The landing page conversion checklist covers the rest.
4. Is the offer clear and fairly priced?
If people reach checkout and stop, look at the total. Surprise delivery fees or a higher price than the ad showed will kill sales. If they don't reach checkout at all, the value isn't clear yet: add what's inside, a sample, or a real buyer's words.
5. Are the right people clicking?
Very broad targeting, or ads that look like entertainment, bring curious clickers. Put the price and what it is in the ad, and target the places you can actually serve.
Read the funnel in your numbers
With your Meta pixel connected, Ads Manager shows each step. Add these columns: link clicks, landing page views, adds to cart or checkouts initiated, and purchases.
| Where people drop | Likely problem |
|---|---|
| Clicks but few landing page views | Slow page, or accidental clicks |
| Page views but no checkouts | Offer or page isn't convincing |
| Checkouts but no purchases | Price surprise, payment trouble, or doubt |
Win back the almost-buyers
Retarget people who viewed the page or started checkout in the last week with a reminder, a buyer's review or an answer to their doubt. Paylead's cart reminders also follow up with people who left checkout.
Get better ad copy for your product
In Paylead, open the product and tap the green Promote megaphone for headlines, ad text and creative ideas that match what's actually on your page.
