Need help with a weird Meta Ads issue, client is going crazy

Erbaryon

Erbaryon

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Hey guys, I’ve got a situation I can’t wrap my head around and it’s driving me nuts. Maybe someone here has seen this before.

So, I’m running Meta ads for a client in the health supplement niche, and everything was fine for like 3 weeks. CTR good, CPM stable, conversions okay, nothing major. Suddenly last week, ad sets just died. Same creatives, same budget, same targeting — zero delivery out of nowhere. No learning limited, no rejection, no warning, just flatline.
We tried duplicating the ad sets, nothing. Changing budget, no spend. Even changing creatives, starting new campaign, tested ABO and CBO, tried warm and cold audiences… literally nothing. One or two impressions and then just silence.


Checked everything. No flags on BM, no account issues, payment all good, page is clean. The weirdest part is that reels ads still run, but feed and story placements just refuse to deliver. And this is on multiple BMs now. Tried warming up, tried scaling down, tested everything I can think of.

Client thinks we’re doing something wrong and I honestly don’t know what to tell them anymore.
Anyone else seeing this lately? Is there some new delivery block system or flag I missed?
Any help would mean a lot right now.
 
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Sounds like a shadow delivery block. If reels still run but feed/story die across multiple BMs, Meta may be silently limiting placements or flagging niche content. Try fresh page + BM, switch domain if reused, and test with broader ad angles.
 
Lucy Lucyy said:
Sounds like a shadow delivery block. If reels still run but feed/story die across multiple BMs, Meta may be silently limiting placements or flagging niche content. Try fresh page + BM, switch domain if reused, and test with broader ad angles.
Click to expand...
Yeah that makes sense, shadow block could explain a lot. When you say “flagging niche content,” are you seeing this mostly with specific keywords or landing page elements? Also, how fresh was the domain and page you tested with? Just wondering if it’s a trust score issue or something deeper tied to the ad copy or conversion flow.
 
I’ve noticed it more with certain keywords and aggressive claims in ad copy. Landing pages with bold health promises also seem to trigger it. As for domain/page - fresh ones usually have it worse. Could definitely be a trust score issue, especially if there’s little history or no warm-up.
 
meta’s delivery algo silently throttles certain niches, especially health related. looks like soft shadow flag, not visible in BM. feed/story dead while reels still run = classic pattern. sys testing your trust score or page history. best move: pause a few days, rebuild w/ fresh creatives + slightly diff lander, swap page if possible. also try diff BM tied to diff domain pixel.
 
Killswitchs said:
meta’s delivery algo silently throttles certain niches, especially health related. looks like soft shadow flag, not visible in BM. feed/story dead while reels still run = classic pattern. sys testing your trust score or page history. best move: pause a few days, rebuild w/ fresh creatives + slightly diff lander, swap page if possible. also try diff BM tied to diff domain pixel.
Click to expand...
should i swtich the hole setup all together ? would that be even better ?
 
Lucy Lucyy said:
I’ve noticed it more with certain keywords and aggressive claims in ad copy. Landing pages with bold health promises also seem to trigger it. As for domain/page - fresh ones usually have it worse. Could definitely be a trust score issue, especially if there’s little history or no warm-up.
Click to expand...
would it help switching the hole setup all together as killswitches said ? what do you think about that ?
 
Erbaryon said:
should i swtich the hole setup all together ? would that be even better ?
Click to expand...
if it’s been flat across creatives + bms, full reset might help. new bm, page, pixel, domain clean sweep. but only if old setup keeps getting zero lift after pause + tweaks. fb flags setup combos, not just ads. fresh stack resets trust score but build it slow. don’t rush scale.
 
Killswitchs said:
if it’s been flat across creatives + bms, full reset might help. new bm, page, pixel, domain clean sweep. but only if old setup keeps getting zero lift after pause + tweaks. fb flags setup combos, not just ads. fresh stack resets trust score but build it slow. don’t rush scale.
Click to expand...
Got it. When doing a full reset like that, do you usually warm up the new BM and page before launching real campaigns? If so, what’s your warm strategy to rebuild trust without triggering review again? Also, how long do you wait between killing the old setup and starting the new stack?
 
Erbaryon said:
Got it. When doing a full reset like that, do you usually warm up the new BM and page before launching real campaigns? If so, what’s your warm strategy to rebuild trust without triggering review again? Also, how long do you wait between killing the old setup and starting the new stack?
Click to expand...
yeah always warm new stack or u trigger review fast. new BM: run post engagement or page-like ads low budget 3–5 days. post organic content daily, link biz IG if u got. warm pixel by firing view content + page view events via dummy traffic or soft lander. don’t launch conv ads day 1. wait 48–72h after killing old setup before reboot
 
Killswitchs said:
yeah always warm new stack or u trigger review fast. new BM: run post engagement or page-like ads low budget 3–5 days. post organic content daily, link biz IG if u got. warm pixel by firing view content + page view events via dummy traffic or soft lander. don’t launch conv ads day 1. wait 48–72h after killing old setup before reboot
Click to expand...
Nice, that clears up a lot. When you're warming the pixel with dummy traffic, are you using real users or bot traffic for that? Also, for the soft lander, do you keep it on the same domain you’ll use later, or swap to a fresh one once real ads go live? Just trying to avoid any leftover flags from warm phase.
 
Erbaryon said:
Nice, that clears up a lot. When you're warming the pixel with dummy traffic, are you using real users or bot traffic for that? Also, for the soft lander, do you keep it on the same domain you’ll use later, or swap to a fresh one once real ads go live? Just trying to avoid any leftover flags from warm phase.
Click to expand...
use low volume real user traffic if u can bot traffic can be flagged via pixel. fb wants intent signals, not just hits. for lander, warm on same domain u plan to use, but use diff path (like /welcome), then switch to real path after go live. keeps domain clean while pixel trains. avoid cloaking during warm, save that for later if needed.
 
Erbaryon said:
Hey guys, I’ve got a situation I can’t wrap my head around and it’s driving me nuts. Maybe someone here has seen this before.

So, I’m running Meta ads for a client in the health supplement niche, and everything was fine for like 3 weeks. CTR good, CPM stable, conversions okay, nothing major. Suddenly last week, ad sets just died. Same creatives, same budget, same targeting — zero delivery out of nowhere. No learning limited, no rejection, no warning, just flatline.
We tried duplicating the ad sets, nothing. Changing budget, no spend. Even changing creatives, starting new campaign, tested ABO and CBO, tried warm and cold audiences… literally nothing. One or two impressions and then just silence.


Checked everything. No flags on BM, no account issues, payment all good, page is clean. The weirdest part is that reels ads still run, but feed and story placements just refuse to deliver. And this is on multiple BMs now. Tried warming up, tried scaling down, tested everything I can think of.

Client thinks we’re doing something wrong and I honestly don’t know what to tell them anymore.
Anyone else seeing this lately? Is there some new delivery block system or flag I missed?
Any help would mean a lot right now.
Click to expand...
Happens a lot in supplements/Nutra lately, especially after a few weeks of consistent spend — almost like an invisible review phase that never ends. Reels still delivering is a dead giveaway, since it’s usually the least restricted placement.
At this point, you can keep spinning the ABO/CBO wheel, but if the placements themselves are ghosted, it’s an uphill battle. The only consistent fix I’ve seen: shift to a fresh, aged BM with healthy spend history, new page/domain combo, and warm it outside your niche before going back in.
Otherwise, you’ll be stuck playing whack-a-mole with campaigns that never leave the driveway
 
Meta’s delivery can ghost-feed for no clear reason, often a silent algorithmic block. Try switching to new campaigns with slightly tweaked angles, rotate placements, or test totally fresh audiences-sometimes only a full reset wakes delivery up.
 
Meta often silently blocks feed and story placements for sensitive niches like health supplements; Reels may still run. To recover, rotate creatives, use fresh accounts or BMs, avoid duplicating audiences, and scale campaigns slowly to regain delivery.
 
If reels still deliver but feed/story stop across BMs, it’s likely Meta limiting placements. You can try a new page, BM, domain, and broader ad angles.
 
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