Facebook Ads are still one of the most powerful ways to reach local customers in Durham. But if your campaigns aren’t delivering results, you’re likely making one (or more) of these costly mistakes.
At Softplace, we manage Facebook Ads for dozens of Durham businesses — and we see the same problems pop up over and over. Let’s break down the most common errors and how to fix them.
1. Targeting Too Broad or Too Narrow
Many Durham businesses either cast the net too wide — reaching people outside the region — or too narrow, limiting reach to just a few postcodes.
Fix:
Use Facebook’s Location Targeting with radius controls and combine it with behavioral targeting. For example, target “people living in Durham + recently engaged” for wedding services.
2. Weak or Vague Ad Copy
Running ads that say “Get in touch” or “We’re the best” won’t cut it in 2025. People scroll past generic messages fast.
Fix:
Focus on a clear benefit. Example:
Before: “Top Durham Electricians”
After: “Need Same-Day Electrical Repairs in Durham? Book in 2 Clicks.”
3. Sending Traffic to a Homepage
Facebook Ads should never lead to your homepage. It confuses users and kills conversions.
Fix:
Create dedicated landing pages for each offer or audience. Example:
If you’re promoting a back-to-school deal, send users to a page built just for that campaign — not your homepage.
4. Ignoring Video and Visual Trends
Text-heavy ads or stock photos won’t engage the 2025 audience. Facebook prioritizes video in feeds.
Fix:
Use quick, engaging video clips — 15 seconds is ideal. Show your team, your product, or your service in action. Bonus points for subtitles.
5. Not Testing Enough
Many businesses run one ad and expect magic. That’s not how it works.
Fix:
Always A/B test multiple versions of your ads. Test:
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Headlines
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Images or videos
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Button text (e.g., “Book Now” vs. “Claim Offer”)
Real Example – Local Retailer in Durham
We recently worked with a local Durham-based retailer that was spending £600/month and barely getting leads.
We restructured their campaign with:
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A local-only radius
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A proper video ad
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A lead form (instead of a website link)
Result? 3x more leads in 21 days — without increasing budget.
Final Tip for Durham Businesses
If you’re running Facebook Ads and seeing low returns, the issue probably isn’t the platform — it’s the strategy. The Durham market is competitive, but still ripe with opportunity if you run ads the right way.
Need help fixing your Facebook Ads?
👉 Check out our Facebook Ads Sunderland service or contact us directly using the form above.
