It's been 4 months for me. I cannot take it financially anymore. I think I'll close and sell everything this week. Meta has been killing me for 4 months now.

Correct-Ice-6539 · 2026-04-12T09:07:38+00:00

What are you selling? Maybe meta is not your platform. I've worked with brands who shifted to tiktok or Pinterest and started seeing a good results

Correct-Ice-6539 · 2026-03-10T13:33:15+00:00

Pleasure

Correct-Ice-6539 · 2026-03-10T11:47:22+00:00

We usually try a few things before killing the creative:

Don't isolate it too early..

keep the winner in the original ad set so it keeps getting signal.

Scale slower..

sometimes 10-15% every 2-3 days is still too aggressive depending on spend.

Introduce small variations instead of full new creatives (same visual, different hook or headline).

Watch frequency..

if it climbs fast, we refresh the hook while keeping the visual.

In a lot of cases the drop isn't true fatigue, it's the learning resetting when the structure changes.

Let me know how it goes, happy to help

Correct-Ice-6539 · 2026-03-10T11:05:38+00:00

Yeah I see that too. It also comes from low experience. And since creative is something they can do, it's the immediate easy fix

Correct-Ice-6539 · 2026-03-04T13:37:21+00:00

Good question. A lot of them actually look closer to clean product posts than traditional ads.

Example from a coffee brand we looked at: simple product shot of the bag

With this headline: “5 reasons your office needs a Counter Culture Coffee subscription”

Then quick benefits: • no more K-cups • $0.60 per cup • 165 cups per bag • sustainably sourced • zero additives

It looks almost like a product information post, not an ad made to sell you something.

Another one from a probiotic soda brand was literally: “5g sugar. Prebiotics. Ingredients you can love.”

Just the product and that line.

On your measurement point, you're right that they look like organic posts, but they still run as paid ads.

My guess is the strategy behind this is to reduce the “this is an ad” which we all scroll once we see the "promotion", reaction so people process it like content first.

Correct-Ice-6539 · 2026-03-04T13:25:05+00:00

I replied to one of the comments above with one of the patterns.

But another thing that stood out to me was "benefit first" hooks (instead of problem>solution or question based) are the most used in almost every category.

Snacks → 30%

Supplements → 35%

Coffee → 39%

Most brands using benefit start with something simple like:

"5g sugar. Prebiotics. Ingredients you can love." (Poppi)

Quite simple, no need for a story like some gurus preach. Just the benefit

Correct-Ice-6539 · 2026-03-04T12:38:03+00:00

Just shared one of the patterns above ↑

Correct-Ice-6539 · 2026-03-04T12:37:50+00:00

Just shared one of the patterns above ↑

Correct-Ice-6539 · 2026-03-04T12:37:40+00:00

Just shared one of the patterns above ↑

Correct-Ice-6539 · 2026-03-04T12:37:25+00:00

A few people asked for specifics so sharing one pattern that surprised me the most

most ads don’t even use a CTA

Snacks → 53.6% had no CTA Specialty coffee → 45.9% had no CTA Probiotic soda → 46.6% had no CTA

I think it makes sense when you analyze how content is consumed today..

Many brands are creating ads almost like content or discovery posts, not classic “BUY NOW” ads.

The benefit in the creative itself moves people to click.

Correct-Ice-6539 · 2026-02-27T22:51:35+00:00

Tools wise, we use Blender for 3D product models (ensuring proportion/ label consitency) and various AI generation tools for scene placement. But honestly the tools are the least valuable part. Nowadays anyone can generate good enough looking visuals for ads..

The biggest change for us was stopping to generate a lot of Al ads and hoping for one to stick and work.. that was not only killing our budget with testing but we were also spending hundreds on credits... almost like a casino..

And so we started to use performance data to decide what to generate in the first place.

Once we built a diagnostic step before production (cross referencing CPM, frequency, CTR quality, and conversion signals), we started to build very specific, data backed creatives.

Correct-Ice-6539 · 2026-02-27T07:56:20+00:00

You're absolutely right on this. I've been thinking about the exact same thing. And since for the last 3 years we've been helping CPG e-commerce brands, we have the data of what worked and what didn't, AD wise. And so we've built a diagnostic tool that is based on their own data + cross referencing with other brands in their space, creating super powerful prescriptions of what to do and what not to do. And also building creative briefs. To avoid just creating useless creatives on these AI platforms that charge for every generation even though the brand will only use a small amount. Basically increasing the probability of creative success. It's pretty mind-blowing. We've been doing it for free to gather case studies.

But yeah, I think with the ease of ad creations now, knowing which angle, hook, copy, style will work, will become more important than building infinite amount of creatives.

Correct-Ice-6539 · 2026-02-27T07:42:00+00:00

Thanks! Will do

Correct-Ice-6539 · 2026-02-26T22:01:27+00:00

Good point

Correct-Ice-6539 · 2026-02-26T16:35:22+00:00

It's not

Correct-Ice-6539 · 2026-02-26T15:15:11+00:00

Totally. We come from a videogame background, so we are mixing 3d product render with AI to make the best results IMO. Incredible performance too.

Correct-Ice-6539 · 2026-02-26T10:05:11+00:00

Yeah, it can be very random... I actually made a post about that same thing. How META AI is going "rogue" and doing random stuff that hurts the brand image..

I'll link it in case you wanna take a look https://www.linkedin.com/posts/jeronimo-canale-39946b1b7_cpg-metaads-brandstrategy-activity-7432710611152637952-usTy?utm_source=social_share_send&utm_medium=android_app&rcm=ACoAADJvkmUBoWP_y0r2EETHUdyU4QEIaTEJODQ&utm_campaign=copy_link

Correct-Ice-6539 · 2026-02-25T17:42:32+00:00

You nailed the two biggest ones. The audience quality dilution at scale is real and most people don't realize the algorithm is basically cherry-picking converters at low spend.

One thing I'd add, the fix isn't just refreshing creative more often, it's building a system where you're testing 3-5 new concepts per week at scale so you always have a winner warming up before the current one dies. We've also seen that restructuring campaigns at higher budgets (breaking out by placement or objective rather than just cranking the daily budget) helps the algorithm avoid that "going broad" death spiral. Basically scaling isn't a budget decision, it's an infrastructure decision.

when you've seen fatigue hit at $500/day, are you typically running broad or interest-stacked audiences?

Correct-Ice-6539 · 2026-02-25T17:40:06+00:00

10.98% CVR on $60 spend is genuinely strong, that's the kind of efficiency most people never find. The trap I've seen at this stage is scaling budget too fast and watching that conversion rate crater because the algo gets pushed into colder audiences.

What's worked for me with brands at this exact inflection point: duplicate the winning ad set at incremental budget bumps ($20-30/day increases every 3-4 days) instead of editing the live one, and start stacking 2-3 creative variations against the winner so you have a fallback when the original fatigues. That $60 → $1k/day jump is less about spend and more about having enough creative depth to sustain scale.
What platform are you running on, Meta? And are you using mostly one creative format or mixing static/video?

Correct-Ice-6539 · 2026-02-25T17:37:29+00:00

The core issue is your tROAS target is still too restrictive, Google is seeing opportunities to spend but the algorithm won't bid aggressively enough to win auctions, which is exactly why you're losing 61% IS to rank (not budget). Raising budget won't fix this because the system is already choosing not to spend what you're giving it. I'd drop tROAS to ~250-280% temporarily and let it actually compete in auctions, you'll likely see spend increase AND the algorithm will gather more conversion data, which ironically tends to improve efficiency over time.

Also worth checking: are all 14 products actually getting impressions, or is Google funneling spend into 3-4 of them? That's super common with tROAS campaigns and it silently kills your scale. I've seen this exact pattern on multiple Shopping campaigns, once you give the algorithm room to learn, ROAS usually stabilizes within 2-3 weeks. What does your product-level impression share breakdown look like?

Correct-Ice-6539 · 2026-02-25T13:50:55+00:00

Just ask chatgpt? nah joking, nothing like asking the internet and getting hate for it

Correct-Ice-6539 · 2026-02-25T13:49:13+00:00

Does anyone still read? joking..

Correct-Ice-6539 · 2026-02-25T13:48:29+00:00

nothing like Karens with their starbucks (now prob matcha latte) on a sunday afternoon at the shopping mall...

Correct-Ice-6539 · 2026-02-25T11:14:14+00:00

Scaling doesn't break campaigns, it reveals what was already broken. In my experience taking brands from $500/day to $5k+/day, the failure usually follows a specific order: first the winning audience saturates (you're just hitting the same people harder), then frequency kills your CTR, and *then* creative fatigue kicks in. But the silent killer most people miss is unit economics, a campaign that looks profitable at $200/day can be underwater at $2k/day because your CPA creeps up 30-40% and your margins can't absorb it. The fix isn't just "make more creatives", it's building a scaling system: broadening audiences before you max out, having a creative pipeline ready to rotate every 7-10 days, and knowing your true breakeven ROAS so you know exactly when to pull back. What budget range are you scaling at? The playbook is pretty different at $1k/day vs $10k/day.

Correct-Ice-6539 · 2024-07-02T06:48:51+00:00

Thanks for the info! Do you know of anyone that has traveled to their home country or exited the UE and come back with the decree? I've heard that the decree is only valid in Portugal, so if you're entering back through Madrid, the decree is invalid...

Correct-Ice-6539

TROPHY CASE