Many business owners make a critical mistake when creating advertising. They write the advertising and pick photos that they like and understand. They forget all about their audience, the people they are trying to attract with their ads and they do not communicate their message.
When you write the copy and choose a picture for a post or an ad, you then need to take your professional hat off and walk over to the other side of life and be your audience. It is from that viewpoint you need to critique the ad. Does it contain words or acronyms that the normal person does not understand? Is the photo interesting and represent the product or service? Is the photo confrontable and not graphic and disturbing such as bleeding gums for a dentist, smashed in cars for Car Insurance or injured pet for a Veterinarian. I’m sorry- no one wants to see these pictures.
So write your ads and look at them from the point of view of your potential customers. This will get you much better results.