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

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?

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That is probably ad fatigue, I suggest make new creatives once per week, test them and go with the best one in order to keep your ads fresh and well performing.

A drop after the first few days is pretty normal. The initial ROAS can be from the easiest buyers in the audience. After that Meta expands delivery and results can decline. Check your metrics first, then test new angles/creatives instead of changing everything at once.

Could be ad fatigue, but also check CPM, CTR, conversion rate, and tracking before changing anything. Early ROAS can be inflated by small sample sizes, so refresh creatives and scale only when the data supports it.