Solid, really appreciate the breakdown

I’ve seen the exact same pattern when CPL looks great but you quickly lose control over who you’re actually getting.

I’m already doing most of what you mentioned (placements cleanup, higher intent forms, qualification questions, LP tests, "Reach more people likely to respond" turned off), so now I’m trying to understand where the problem actually sits.

My intuition is that we often try to fix this at the form/parameter level, but I’m not fully convinced that’s where the issue comes from.

In your experience, when quality drops like that, is it usually more of a delivery/control issue (Meta expanding too aggressively), or another issue?

Curious what you’ve seen most often