Running Facebook ads for 2 weeks and ROAS keeps dropping every day, why?

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NeonCactus

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Started at 3x ROAS in first 3 days. Now sitting at 1.2x after 2 weeks. Nothing changed on my end.
  • Same creatives
  • Same audience
  • Same budget
  • Same landing page
Only thing different is time. Is this just ad fatigue or something else? How do you guys handle this when it happens?
 
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Mostly ad fatigue + audience saturation bro.
First few days Meta hits the hottest audience first, then performance drops.

Usually I:
  • rotate creatives every 5-7 days
  • test new hooks
  • expand audience
  • duplicate winning adsets sometimes
2 week same setup usually declines for most campaigns.
 
NeonCactus said:
Started at 3x ROAS in first 3 days. Now sitting at 1.2x after 2 weeks. Nothing changed on my end.
  • Same creatives
  • Same audience
  • Same budget
  • Same landing page
Only thing different is time. Is this just ad fatigue or something else? How do you guys handle this when it happens?
Click to expand...
It's very normal on Meta ads. It's often happens when you use same settings for long term. Try changing creative, time, audiences preferred with slight changes. Try different campaign strategy.
 
Yeah this usually happens after initial learning phase, Meta finds the easy converters in first few days, then delivery expands to colder users so ROAS normalizes. Refresh creatives or test new angles, otherwise fatigue + audience saturation kicks in fast.
 
Yeah, that’s classic ad fatigue. FB’s algorithm burns through the warm audience fast. I usually start rotating new creatives or refreshing copy every week or so, or expand the audience slightly. Letting it run too long on the same set just kills ROAS.
 
What is your daily budget? Facebook may just be testing different audiences; simply relaunch your campaigns. If you’re running a campaign with purchase optimization, give the pixel some time to optimize.
 
yeah this is pretty normal tbh, first few days you get the “learning spike” then fatigue + audience saturation kicks in, I’d just refresh creatives or broaden audience a bit.
 
Advertising becomes less effective over time, so constantly refresh your ad content to attract more interested customers.
 
Sound a lot like audience fatigue honestly. meta usually pushes hard early, then performance drops once the same people keep seeing the creatives too often.
 
I've seen campaigns start strong and then decline as the easiest conversions get picked off first.
The same audience becomes more expensive to convert over time.
 
I think you should check impression frequency, click-through rate (CTR), and cost per thousand impressions (CPM) first. If impression frequency increases while CTR decreases, that's usually a sign that your ad content needs refreshing.
 
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