Facebook is weird and unfair between accounts

Mr.Lee Agency

Mr.Lee Agency

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Same owner but different results, some are expensive, others are useless after spending only a few thousand dollars

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It’s normal to see performance differences even when the accounts belong to the same owner. Each ad account has its own history, trust level, and risk profile, so results can vary depending on how Meta evaluates them internally.
 
You may not have realized it, but Facebook’s ad distribution is now driven by AI. The AI doesn’t aim to improve performance — it aims to maximize the advertiser’s share of profit. It gives you precise placements (that generate sales for you) and then starts sending you bot traffic or irrelevant users to test your reaction and see whether you reduce your spending. If you don’t reduce spending, it knows you can tolerate even worse performance. And if you increase spending, it knows you’re earning too much and your performance will drop sharply. After figuring out the minimum ROAS you can accept, it delivers exactly that. If, by chance, there are more buyers than expected, it will overcharge you for the next few days until it recoups the money. And periodically, it will reduce performance to test whether you can tolerate even higher ad costs.
 
This happens often, many customers also wonder why with the same creative and the same ad setup, some accounts run well and some accounts can't do anything. That's due to the random distribution of Meta and they always encourage users to continuously create new things to enrich the platform
 
Some campaigns are more expensive or die faster because of duplicate audiences or learning limitations that prevent the system from optimizing properly. You can split the audience, refresh creative, and reset learning by creating a new ad set with a clean structure to stabilize costs.
 
This is also something many people are wondering about. From my point of view, even when using the same creative and the same ad setup, the results can still differ from one account to another because those campaigns are essentially competing against each other. Only one of them ends up receiving good delivery, while the others do not
 
That's why it's better to have and test creative on different account
 
This happens quite often across different ad accounts, even when the same person owns or manages them.
 
I think it is quite normal to see different results. Each account will have different coverage and reach
 
Thanks for everyone's comments, most of Facebook's algorithms have AI intervention, so the results of advertisers are erratic and difficult to control.
 
It has always been like that and it's nothing to worry about. That's why you need to test multiple patterns on different accounts.
 
Mr.Lee Agency said:
Same owner but different results, some are expensive, others are useless after spending only a few thousand dollars

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Same owner but different campaigns will give completely different results: product, market, creative, file target and optimization stage all have strong influence. It is normal for one camp to be valuable, one camp to be effective after a few normal dollar campaigns and need to re-examine the strategy.
 
The problem may lie in the source of the account, in general the costs are expensive, but how expensive depends a lot on the quality of your advertising.
 
Most likely, each new advertising campaign falls into a different "stratum" of the audience. Conventionally, it shows different segments of the audience, so different results, and also, this is why restarting the campaign gives better results than the old one.
 
It’s common for the same ad to perform differently across accounts, due to Meta’s random distribution and the platform’s constant encouragement to create new content. When costs increase or ads die prematurely, it’s often due to audience overlap or learning limitations that prevent the system from optimizing. The solution is to split the audience, refresh the creative, and create a new ad group with a clean structure to stabilize costs and restart the learning process.
 
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