Meta Ads are AWFUL right now...!?

Fallon Desi1

Fallon Desi1

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Pretty seasoned Media buyer, but this downturn over the last 2 weeks has me sweating. Have a client who has consistently seen $6-8 CPAs for weeks/months on end. Top end $10-11. Creatives are crushing 5-8% CTR and CVR 7-12%.

~2 weeks ago everything tanked. CPA doubled over night. Creatives that crushed just 2-3 weeks ago flopping. ZERO consistency - some days start off incredibly strong, then go hours on end with zero purchases.

I've tried it all - new creatives, old creatives, new copy, new pages (can do that with this client), lowered product price point, NADA. CPA remains 2x the avg and again, consistency is non existent. Nearly impossible to find signs with so much fluctuation.

I did just see Meta has a "medium ad delivery disruption" alert out... praying thats the issue.

Curious if anyone is seeing similar issues over the same time period.
 
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Sounds like you’ve already tested all the right levers, so it may not be your setup but broader platform instability. I’d suggest holding budgets steady, monitoring delivery alerts, and comparing against peers/benchmarks before making more drastic changes. Sometimes it’s just market seasonality or Meta’s algo hiccups rather than the campaign itself.
 
Yeah a lot of people are noticing unstable performance lately could be tied to Meta recent delivery issues
 
try splitting the ads into groups and see how the results are. Keep the good ads and close the bad ads. Maintain for 2-3 days to see if it is stable. Don't increase the budget on it even if the results are very good, but copy the campaign to a new ID and increase the budget. Increasing the budget also has quite an impact.
Fallon Desi1 said:
Pretty seasoned Media buyer, but this downturn over the last 2 weeks has me sweating. Have a client who has consistently seen $6-8 CPAs for weeks/months on end. Top end $10-11. Creatives are crushing 5-8% CTR and CVR 7-12%.

~2 weeks ago everything tanked. CPA doubled over night. Creatives that crushed just 2-3 weeks ago flopping. ZERO consistency - some days start off incredibly strong, then go hours on end with zero purchases.

I've tried it all - new creatives, old creatives, new copy, new pages (can do that with this client), lowered product price point, NADA. CPA remains 2x the avg and again, consistency is non existent. Nearly impossible to find signs with so much fluctuation.

I did just see Meta has a "medium ad delivery disruption" alert out... praying thats the issue.

Curious if anyone is seeing similar issues over the same time period.
Click to expand...
 
Yes, I’ve noticed the same thing recently. Performance has been unstable, even for campaigns and creatives that used to run smoothly. Could be related to the delivery disruption Meta mentioned.
 
I’ve seen similar swings lately, even with high-performing creatives. Sometimes it’s Meta’s algorithm testing or temporary delivery issues.
 
You're not alone past two weeks have been brutal. Algo shifts + delivery bugs are wrecking scaling. Best move now: consolidate budgets, focus on warm traffic, and wait out Meta’s disruption alert.
 
Fallon Desi1 said:
Pretty seasoned Media buyer, but this downturn over the last 2 weeks has me sweating. Have a client who has consistently seen $6-8 CPAs for weeks/months on end. Top end $10-11. Creatives are crushing 5-8% CTR and CVR 7-12%.

~2 weeks ago everything tanked. CPA doubled over night. Creatives that crushed just 2-3 weeks ago flopping. ZERO consistency - some days start off incredibly strong, then go hours on end with zero purchases.

I've tried it all - new creatives, old creatives, new copy, new pages (can do that with this client), lowered product price point, NADA. CPA remains 2x the avg and again, consistency is non existent. Nearly impossible to find signs with so much fluctuation.

I did just see Meta has a "medium ad delivery disruption" alert out... praying thats the issue.

Curious if anyone is seeing similar issues over the same time period.
Click to expand...
You can change to a new ad account for better results
 
Yes, many people also complain that Meta Ads are getting stricter these days, slow to approve, easy to limit and difficult to optimize, the feeling of "so terrible" is understandable.
 
Yes, I hate it
 
This is Facebook... There are always more questions than answers. But in 90% of cases, only ad can change result.
 
I have the same problem, CPA doubled in just a few days and performance is extremely erratic. Tried changing creative or lowering price but no improvement. Seems to coincide with the Meta delivery interruption period.
 
Constantly changing new ad accounts will give poor results. Keep your campaign long term bro.
 
I have also encountered the same situation for about 2 weeks now, CPA increased abnormally and the data is very unstable. I have not found a clear solution yet, and I am also looking forward to hearing more solutions from more experienced people.
 
Many suggest minimal adjustments—especially if performance drops are likely platform-related.
If you’re using Advantage+, add a manual campaign with bid caps or ABO/CBO to hedge instability.
Some advertisers report that logging the issue helps escalate it to their engineering teams.
 
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