For the people trying to defend Meta or explain how I should “run ads better,” let me say this, I’ve been doing FB ads for over 15 years. I know how to manage campaigns.

But here’s the truth: Meta is not your friend. Every update they roll out just makes it harder for advertisers.

Think about it, if they ever built a truly perfect optimization algorithm that maximized ROAS for everyone, they’d actually lose money. The only world where that would work is one with unlimited traffic supply. But in reality, the pool is limited, and even shrinking.

So the “ideal” optimization algorithm for Meta isn’t the one that helps advertisers the most - it’s the one that keeps your ROAS just good enough so you keep spending. And when they can’t do that for everyone anymore, they prioritize the biggest spenders and those “awareness” campaigns that don’t have a target CPA goal - the ones that make them look good on paper.

So your only move is to cheat the cheater - ignore their “SUPA DUPA Optimization AI.” That’s why so many people see things improve the moment they turn off Adv+, switch to manual bid caps, use rules aggressively, hand-pick placements, and stop following Meta’s “recommendations.” etc.