If you want to generate a good volume of sales for your business, running the ad is the easy part. Most failed campaigns I audit were not killed by the ad itself — they were already broken before the first taka was spent. Before you blame the algorithm, the budget, or "Facebook ads don't work anymore", check these five things:
- Is the Pixel set up correctly?
- Are the product photos compelling enough to drive purchases?
- Is there an offer or promo code with the regular price?
- Is the target audience right for the product?
- Are delivery and returns sorted out?
Here is how to check each one — and what to fix if it fails.
1. Is the Pixel set up correctly?
The Pixel is how Meta knows what happened after the click. Without it, you cannot measure orders properly, you cannot build retargeting audiences from your visitors, and the algorithm is optimising half-blind.
A quick self-check:
- The Pixel is installed on every page, not just the homepage.
- Your key events — ViewContent, AddToCart, InitiateCheckout, Purchase (or Lead for message/WhatsApp sales) — actually fire. Test this yourself in Events Manager → Test Events; do not take anyone's word for it.
- The Purchase event carries value and currency (BDT). Without value, Meta cannot tell a ৳500 order from a ৳5,000 one.
If any of these fail, fix the tracking before you spend — every later decision depends on this data. This is exactly what I set up and test on my Pixel & CAPI tracking service page.
2. Are the product photos compelling enough?
People do not read ads first — they see them. Your photo gets about a second to stop the scroll, and no copy, however good, can rescue a photo that fails that second.
Check honestly:
- Is the product clear and bright, shot in good light — not dark, blurry or squeezed?
- Does the photo show the product in real use (worn, held, on a table), so size, colour and quality are obvious at a glance?
- Is there one clear message? A photo trying to say five things says nothing.
If your own product would not stop your scroll in a crowded feed, it will not stop a stranger's either. Reshoot before you re-budget.
3. Is there an offer or promo code with the regular price?
A regular price gives a stranger no reason to buy now, from you. An offer creates that reason: a promo code (for example, a first-order code), free delivery above a certain amount, or a bundle that makes the per-piece price feel smaller.
The offer does not have to be huge. It has to be visible in the ad itself — not hidden on the website where nobody reaches. A clear offer also lets you measure: orders with the code tell you exactly which campaign is working.
4. Is the target audience right for the product?
The best ad shown to the wrong people is just an expensive announcement. Before launching, answer in one line each:
- Who actually buys this? Age range, location, and the life situation that makes them need it.
- Is this cold traffic or retargeting? People who viewed a product or messaged your page are a separate, cheaper audience — do not mix them into the same ad set as complete strangers and expect the same cost.
Broad targeting can work well in Bangladesh, but "broad" still means the right country, the right age band and a creative that speaks to the buyer — not "everyone, everywhere".
5. Are delivery and returns sorted out?
This is the point most advertisers skip — and in a cash-on-delivery market, it decides whether ad "success" turns into profit. If the delivery charge appears as a surprise at the door, if delivery takes a week with no update, or if your return terms are unclear, parcels come back. A high return rate quietly eats everything the ads earned.
Before you run ads, have clear answers — on the page and in your inbox replies — for:
- Delivery charge and delivery time, inside and outside Dhaka
- How a customer returns or exchanges a wrong/damaged product
- Who pays return delivery, and how fast refunds/replacements happen
Ads bring the customer to the door. Delivery and returns decide whether the sale survives.
Frequently asked questions
How often should I run this checklist?
Before every new campaign, and again before scaling a running one. The five points take minutes to verify once you know where to look.
My ads get clicks but no sales. Which point is it?
Start with point 1 — confirm the Pixel is actually recording your orders, or you may be misreading the results. Then points 2 and 3: weak photos and a missing offer are the most common reasons clicks do not become purchases. Point 5 decides whether those purchases stay profitable.
Do I need all five perfect before my first campaign?
Points 1 and 5 are non-negotiable — broken tracking and broken delivery waste money from day one. Points 2–4 can be improved while the campaign runs, as long as you are watching the data.
The bottom line
If even one of these is missing, there is no point in blaming your ads. Run this checklist first, fix what fails, and only then judge the campaign by its results.
If you want a specialist to run this check on your business and fix what is broken, message me on WhatsApp at +8801906015819 — or see how I run campaigns end-to-end on my Meta Ads service page. And if you are still deciding how much to spend, read my guide on Facebook Ads cost in Bangladesh next.
— Ashikur Islam Firoj, Meta & Google Ads Specialist, Dhaka
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