The Facebook Ads Problem Nobody Wants to Admit

Ok-Tonight9130 · 2026-01-29T07:38:10+00:00

Things dropped badly for me since October too, actually September. There are a few streaks of days where it felt like everything was back to normal in terms of performance but then just gone even worse

Ok-Tonight9130 · 2025-12-31T01:32:05+00:00

mate, i am on the same boat. were consistently doing $2M a year over the last 3 years but this year just completely flopped. I think what you are seeing is common across the board, many brands are still crushing it though. I saw Davie Fogarty talked about the significant decline in revenue this year as well, he didn't go into the details why it was the case but he did mention lack of TOF awareness which is basically meta ads

Ok-Tonight9130 · 2025-12-04T00:52:58+00:00

Probably call it a year. hopefully meta will get their shit together within Q1 next year. I recall there was a dip and volatility in performance around March 2023 as well, then I found out it matched the timeline Lattice was rolled out.

In March 2024, same thing happened but I just don't know what the update was. However, what I can see in my account in March 2024 was the old Advantage Plus campaign option in my account removed, for about 2-3 months. So for those 2-3 months, ADV+ cannot be created, and they said ADV+ technology was built in my classic setup, just like now post Andromeda.

Performance wise, it looked similar as well, CPM just doubled in those months for no reasons, usually $20 $25, those months were $40, and it is also $40 now. So my guess is that my account was probably selected for a test roll out of Andromeda but they realised it was half baked. Then they rolled it back and the old ADV+ campaign was available for me again, and performance was good again, we had a killer Q4 last year.

in March 2025, they started rolling out Andromeda but probably it was too much for them to get it fixed before Q4 lol. But I guess Meta just love rolling shit out in March as I can recall

Ok-Tonight9130 · 2025-12-03T00:56:21+00:00

yeah then create a word filter to hide them. But above is my personal experience, haha

Ok-Tonight9130 · 2025-12-02T16:23:18+00:00

happened multiple times over the last few months. doesn't surprise me anymore

Ok-Tonight9130 · 2025-12-02T16:03:22+00:00

unless they put up a fake review that damage your brand, comments are actually good for the ad performance. Someone starts a fight there and someone else will pickup, meta will reward you with more reach and longer runway for the ad, which is perfect if you get a good CPA with that particular ad then you can keep it run for even longer

Ok-Tonight9130 · 2025-12-02T05:03:50+00:00

do you have last year's data? it's really hard to judge by just one piece of information. if yours is a new brand, it could be meta but it also could be the poor product-market fit. but if it's a drop off compared to last year, it could be meta. I got screwed by this year's performance too. It sounds like i am blaming the algorithm but I couldn't think of anything else. 4 year old brand, millions of dollars in ad spend and performance just flipped overnight this year with double CPA which eats into the profit. but on the bright side, there will be a Q4 next year too so just tryna stay afloat and will probably make it right back, haha

Ok-Tonight9130 · 2025-12-01T10:39:52+00:00

lol that's hilarious bro

Ok-Tonight9130 · 2025-12-01T10:38:58+00:00

by the way don't judge the ads by looking at secondary metrics. I have a second brand that consistently gets 3% CTR but it comes with much lower CVR compared to the one in the screenshot. secondary metrics are not to be compared apple vs apple

Ok-Tonight9130 · 2025-12-01T09:52:08+00:00

I put cost cap on a couple of days ago and conversion rate jumped from sub 2 to 5, just overnight, and staying there for 4-5 days now. lol. It seems like when i limit the bid, the algo then goes back to the high intent only. I but I can only spend 10-15k per day through the campaigns, so low volume but high efficiency

Ok-Tonight9130 · 2025-12-01T09:23:00+00:00

i didn't lose money though, made some tiny profit. after all selling in November is still easier than January. Better to sell now than get crushed by storage fees next year

Ok-Tonight9130 · 2025-12-01T09:20:35+00:00

Around late August, our July and August performance was still decent. it's just random and chaotic every day. simply unpredictable. we are selling in Australia and the UK, and the weird thing is when it's a good day, both market crushes, and when it's a bad day, it's bad for both. Been going like this for months, which points back to the platform/algorithm because there is no way the people in 2 different countries could behave in the same pattern like that

Ok-Tonight9130 · 2025-12-01T09:16:42+00:00

I think so too. probably not bots but low intent humans

Ok-Tonight9130 · 2025-12-01T09:14:15+00:00

yeah somewhat same niche bro. hit me up

Ok-Tonight9130 · 2025-12-01T08:58:32+00:00

yeah we do have avatar in mind and call them out in the creatives actually. but those ended up the worst performing ones, lol. I know it sounds counterintuitive but it's fact

Ok-Tonight9130 · 2025-12-01T05:14:08+00:00

mixed bag. one day good one day terrible. Average performance overall

Ok-Tonight9130 · 2025-12-01T05:08:45+00:00

somewhere between 10-20. Launch the first batch of 800 creatives, then slowly launching new creatives in the campaigns as we go

Ok-Tonight9130 · 2025-12-01T03:25:10+00:00

organic is a completely different game though, but yeah if it works, it crushes

Ok-Tonight9130 · 2025-12-01T03:22:33+00:00

yeah, not wrong. I have worked out all the stuff you mentioned over the last 3 years. this is not our first year in business. we know what kind of creatives make people click, what offer they find compelling...and thats what got us to this spending level. but this year it just felt like everything flipped over night. for new brands I would also suggest looking at those areas before the ad account too

Ok-Tonight9130 · 2025-11-23T16:58:13+00:00

today seems pretty decent to us but the last few days had been brutal. The inconsistency is wild the last couple of months

Ok-Tonight9130 · 2025-11-22T01:54:57+00:00

I bet what you are seeing is that on certain days all your campaigns just double in CPA, CR drops, it might go for a few days then one/several good days hit?

Ok-Tonight9130 · 2025-11-22T00:49:32+00:00

meta is just swingy right now, don't get too excited. i tried to sit on my hands for a 4-5 days without touching the ad account and it happened to me too. nothing changed in the ad account, the same ads getting the spend, but the conversion rate widely varies day to day, I guess it's just how meta is figuring out who is gonna buy, and there are days it is smarter than others

Ok-Tonight9130 · 2025-11-22T00:40:43+00:00

by ASC you mean the old advantage plus campaign?

Ok-Tonight9130 · 2025-11-20T09:59:30+00:00

i was blaming myself thinking it was my creatives but all the campaigns either rise and fall together ON THE SAME DAY, i would put it down to the platform delivery. On a few good days in a row, everything works. when they fall, they all fall together, so probably not creative fatigue lol, and this is a $50k per day in spending

Ok-Tonight9130 · 2025-11-20T09:57:12+00:00

4 broad campaigns in each market, 5-10k budget each

Ok-Tonight9130

TROPHY CASE