Anyone else feeling like Meta ads are getting harder every year?

You're definitely not the only one. In my experience, rising CPMs and increased competition have had the biggest impact. Interest targeting isn't as predictable as it used to be, so creative quality and frequent testing matter much more now. I also spend more time refreshing ads and optimizing campaigns than I did a few years ago just to maintain similar results.
 
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Blunderpuff said:
Started running Facebook ads back in 2019. Back then you could throw up a basic ad with simple interest targeting and it would convert. CPMs were cheap. Results came fast.
Now it feels like a completely different game. CPMs have gone up like crazy. iOS changes broke tracking. Advantage Plus is pushed on everything. Creative needs to be refreshed every week or it dies.
I am still getting results but I have to work 3x harder for the same ROAS I was getting 3 years ago.
Is it just me or is everyone feeling this? And what has changed the most in your experience- costs, targeting, creative, or something else?
Click to expand...
the greatest change in me would be that data alone does not seem sufficient anymore. regardles of good targeting nd adequate budgeting bad creatives still have a hard time. i have experienced many campaigns wherein everythiing was exactly the same exceppt for the few seconds at the begining of the video ad which resulted in totally different outcomes.
 
Blunderpuff said:
Started running Facebook ads back in 2019. Back then you could throw up a basic ad with simple interest targeting and it would convert. CPMs were cheap. Results came fast.
Now it feels like a completely different game. CPMs have gone up like crazy. iOS changes broke tracking. Advantage Plus is pushed on everything. Creative needs to be refreshed every week or it dies.
I am still getting results but I have to work 3x harder for the same ROAS I was getting 3 years ago.
Is it just me or is everyone feeling this? And what has changed the most in your experience- costs, targeting, creative, or something else?
Click to expand...
the game has completely shifted from hyper-targeted audience hacks to creative-driven conversion. since meta's AI algorithms now handle targeting automatically, winning today relies heavily on high volume creative iteration, solid offer positioning, and first party data tracking like CAPI
 
It took me some time, but what i realized with advantage plus campaigns, as everyone said, are the creatives. Have a huge ammount of creatives and a great offer, and it's almost impossible not to sell and scale on meta ads
 
You are not the only one and I think creative is the biggest change now. Before, simple ads could work but now you need better creatives and more testing and Meta automation is good, but finding winning ads takes more time and budget.
 
Same here, for me creative fatigue is the biggest change, fresh ads matter way more now than they did before.
 
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