Ads costs increased, productivity decreased

maybe you need another account and page

Yes, many media buyers are reporting a similar drop in efficiency lately. CPM and cost per message have jumped unexpectedly even with new creatives. Might be worth testing with fresh ad accounts or trying a different campaign objective temporarily.

Facebook is getting harder and harder. We need to change our advertising mindset.

A sharp drop in ad performance could be due to algorithm changes, hidden account restrictions, or an aging audience – try new strategies, formats, and audiences.

ScorpionS said:

My ads have been in a very bad state for about 7-10 days. My costs per message have been changing between 1-2 dollars for months, but now they charge 4-5 dollars. I have changed many creatives, the result is the same. If a message comes, the efficiency is 0, if a message doesn't come, it doesn't spend anything. In other words, both costs have increased and efficiency has decreased. We used to attract 50-60 members to our site per day, now it's hard for 5-10 people to become members. We are posting messaging ads in our visual ads, I've posted 300 thousand USD worth of ads so far, this is the first time I've experienced something like this.

Click to expand...

This year the meta is really tough, we need to face it.

Your ad issues could be due to low lead quality, where messages aren’t converting. Or changes in user behavior on the platform that make text ads less effective. There could also be errors in your account or budget settings that are affecting ad delivery.

I'm sorry you're facing this — it's tough but common with long-running, high-budget campaigns. Rising costs and dropping results often point to ad fatigue, audience saturation, or hidden delivery limits. Testing fresh campaigns with new accounts, new audiences, or switching objectives could help reset performance.

You should try other setting on the campaign, if it not work and still expensive, you can check your Pixel settings on your web as right or not. I suggest changing Pixel manually if it do not bring good results.

Stable performance then suddenly that happens. That's a throttling.
Particularly if you haven't really changed your ad structure all that much, that or some algo shift. Anyway, there's tighter delivery rules as of late if I'm not just affected by recency bias. This is largely speculative but there seems to be a more aggressive reduction to delivery for accounts that they classify as a borderline risk or some similar flag, even without clear policy violations.
There's likely a few things worth checking like feedback score. It would seem like negative feedback, message reply rate, and similar minute factors can tank performance now. Could also be flagging from reports, that factors in.
Also, if your spend is stalling with no optimization, it might be worth testing on a fresh BM or isolated ad account just to confirm if it’s account-based or audience-related. Always nice to have entirely separate accounts for control tests in these cases.
Could also be niche related? Some verticals might have been hit harder than others.

It could be a hidden flag or a silent limit starting. Can test from new ad account. it is not effective so your cost per message is very high, please check again and set specific target audience again

That sounds tough with high ad spend. It might be seasonal shifts, ad fatigue, or Facebook algorithm changes. If tweaks aren't helping, consider testing a different objective like conversions or traffic.

Many long-standing campaigns are facing the same situation — CPM, CPC increase abnormally even though the content is still clean and the target file has not changed much. It is easy to see that the system is tightening in the direction of prioritizing content with natural interactions and retaining users, while traditional or too repetitive ads will push up costs. Even if the campaign used to work well, if the entire flow (creative angle, landing, targeting) is not updated, the performance will decline is inevitable. Spending a lot does not guarantee maintaining results if the engagement evaluation algorithm is no longer as good as before.

Maybe your product is being scanned by Facebook at this time, you should stop for a while and then come back, or you should change to another account to run ads.