Campaign Was Performing Great for 2 Months, Then Suddenly Crashed – What Would You Do?

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geo_hall

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Had a campaign that was performing really well for about 2 months. CPA was stable and volume was consistent.

Over the last 10 days, performance has dropped hard. CPA has doubled and volume is down around 40%.

I haven't changed anything:
  • No budget changes
  • No bid changes
  • No landing page changes
  • No major changes in Auction Insights
I'm trying to figure out the best way to handle this situation.

When a campaign suddenly stops performing with no obvious reason, what's your process? Do you start making changes right away, or do you let it run longer and see if it recovers on its own?

How long do you usually wait before making bigger changes or rebuilding the campaign?

Would appreciate hearing how others deal with this.
 
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check ad fatigue man, 2 months without change means people are tired of seeing same ad. change images/videos asap turn it around.
 
geo_hall said:
Had a campaign that was performing really well for about 2 months. CPA was stable and volume was consistent.

Over the last 10 days, performance has dropped hard. CPA has doubled and volume is down around 40%.

I haven't changed anything:
  • No budget changes
  • No bid changes
  • No landing page changes
  • No major changes in Auction Insights
I'm trying to figure out the best way to handle this situation.

When a campaign suddenly stops performing with no obvious reason, what's your process? Do you start making changes right away, or do you let it run longer and see if it recovers on its own?

How long do you usually wait before making bigger changes or rebuilding the campaign?

Would appreciate hearing how others deal with this.
Click to expand...
A sudden 10-day drop means the platform's optimization algorithm has lost its rhythm and will not likely fix itself. Take control by introducing fresh ad variations immediately, and prepare to relaunch a new campaign if costs don't improve in 48 hours.
 
Launch 3–5 new creatives or angles. If CVR is down, modify landing page and funnels
 
when a campaign suddenly drops, i compare search terms, audience data, and conversion rates before making changes.
the cause is often outside the campaign settings themselves.
changing too many things at once can make troubleshooting harder.
 
classic ad fatigue bro, change your creatives or ad copies cuz 2 months is a long time for people seeing same ads.
 
geo_hall said:
Had a campaign that was performing really well for about 2 months. CPA was stable and volume was consistent.

Over the last 10 days, performance has dropped hard. CPA has doubled and volume is down around 40%.

I haven't changed anything:
  • No budget changes
  • No bid changes
  • No landing page changes
  • No major changes in Auction Insights
I'm trying to figure out the best way to handle this situation.

When a campaign suddenly stops performing with no obvious reason, what's your process? Do you start making changes right away, or do you let it run longer and see if it recovers on its own?

How long do you usually wait before making bigger changes or rebuilding the campaign?

Would appreciate hearing how others deal with this.
Click to expand...
10 days is long enough time so dont wait more, check your ad fatigue first because after 2 months creatives usually burn out even if auction looks same. i never recommend rebuilding whole campaign instantly, just duplicate the adset and test 2 or 3 fresh images or angles with same budget to see if it picks up. if that also fails then look at your pixel data or maybe audience saturation, but yeah dont sit idle now its time to make small tweaks.
 
If nothing has changed on my side, I'd usually let it run for another 1–2 weeks while monitoring closely. If performance stays down, then I'd start testing small adjustments.
 
everyone is saying ad fatigue but nobody mentioned checking if a new competitor entered the auction around that time. ive had the exact same drop before and it wasnt fatigue at all, someone started bidding aggressively on same keywords and pushed my cpc up 30-40%. check auction insights and filter by last 2 weeks vs the month before, if you see new domains appearing there thats probably your answer
 
I'd compare the last 10 days against the previous month before touching anything. sometimes the issue shows up in search terms, placements or audience behavior long before it shows up in campaign settings.
 
geo_hall said:
Had a campaign that was performing really well for about 2 months. CPA was stable and volume was consistent.

Over the last 10 days, performance has dropped hard. CPA has doubled and volume is down around 40%.

I haven't changed anything:
  • No budget changes
  • No bid changes
  • No landing page changes
  • No major changes in Auction Insights
I'm trying to figure out the best way to handle this situation.

When a campaign suddenly stops performing with no obvious reason, what's your process? Do you start making changes right away, or do you let it run longer and see if it recovers on its own?

How long do you usually wait before making bigger changes or rebuilding the campaign?

Would appreciate hearing how others deal with this.
Click to expand...
Usually I audit the campaign setup and data while letting it run. If there is no recovery after 2 weeks, then I start testing optimizations or rebuilding.
 
Before changing any strategy, look for technical glitches. Did the client's website go down? Did a tracking pixel stop working? Did the credit card on file expire? Often, a crash is just a broken link or a paused account.
 
sound like ad fatigue bro try changing the creatives or check if a new competitor entered the auction because running the exact same thing for two months always dies eventually
 
geo_hall said:
Had a campaign that was performing really well for about 2 months. CPA was stable and volume was consistent.

Over the last 10 days, performance has dropped hard. CPA has doubled and volume is down around 40%.

I haven't changed anything:
  • No budget changes
  • No bid changes
  • No landing page changes
  • No major changes in Auction Insights
I'm trying to figure out the best way to handle this situation.

When a campaign suddenly stops performing with no obvious reason, what's your process? Do you start making changes right away, or do you let it run longer and see if it recovers on its own?

How long do you usually wait before making bigger changes or rebuilding the campaign?

Would appreciate hearing how others deal with this.
Click to expand...
I would check search terms, audience behavior and conversion tracking before I would do any major changes. Occasionally the market demand / competition shifts so I tend to wait a few more days and then make small data driven changes rather than rebuild immediately.
 
alitech said:
I would check search terms, audience behavior and conversion tracking before I would do any major changes. Occasionally the market demand / competition shifts so I tend to wait a few more days and then make small data driven changes rather than rebuild immediately.
Click to expand...
Good point, I’d also first check search terms, audience signals and tracking before touching anything big, then wait a few days and make small data-based tweaks instead of rebuilding right away.
 
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