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

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NeonCactus

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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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Mostly ad fatigue + audience saturation bro.
First few days Meta hits the hottest audience first, then performance drops.

Usually I:
  • rotate creatives every 5-7 days
  • test new hooks
  • expand audience
  • duplicate winning adsets sometimes
2 week same setup usually declines for most campaigns.
 
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?
Click to expand...
It's very normal on Meta ads. It's often happens when you use same settings for long term. Try changing creative, time, audiences preferred with slight changes. Try different campaign strategy.
 
Yeah this usually happens after initial learning phase, Meta finds the easy converters in first few days, then delivery expands to colder users so ROAS normalizes. Refresh creatives or test new angles, otherwise fatigue + audience saturation kicks in fast.
 
Yeah, that’s classic ad fatigue. FB’s algorithm burns through the warm audience fast. I usually start rotating new creatives or refreshing copy every week or so, or expand the audience slightly. Letting it run too long on the same set just kills ROAS.
 
What is your daily budget? Facebook may just be testing different audiences; simply relaunch your campaigns. If you’re running a campaign with purchase optimization, give the pixel some time to optimize.
 
yeah this is pretty normal tbh, first few days you get the “learning spike” then fatigue + audience saturation kicks in, I’d just refresh creatives or broaden audience a bit.
 
Advertising becomes less effective over time, so constantly refresh your ad content to attract more interested customers.
 
Sound a lot like audience fatigue honestly. meta usually pushes hard early, then performance drops once the same people keep seeing the creatives too often.
 
I've seen campaigns start strong and then decline as the easiest conversions get picked off first.
The same audience becomes more expensive to convert over time.
 
I think you should check impression frequency, click-through rate (CTR), and cost per thousand impressions (CPM) first. If impression frequency increases while CTR decreases, that's usually a sign that your ad content needs refreshing.
 
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?
Click to expand...
Usually after around 2 weeks, you can consider testing a new batch of creatives. Running the same creatives for too long will eventually lead to ad fatigue.
However, you should also look at other factors, such as your budget and overall campaign data, before making a decision
 
Refresh your creatives every 7–10 days, exclude past converters from your audience, and treat frequency above 3–4 as your signal that ad fatigue has kicked in.
 
Early ROAS can be a bit misleading because the best buyers come first. After scaling, you need new creatives and more testing to maintain it.
 
I don’t think it’s only ad fatigue because nothing changed on your side. It could also be audience saturation, higher competition, or the algorithm exhausting the easiest conversions first. Check frequency, CTR, CPM, and conversion rate before making changes. If the creative is still getting good engagement, try testing new angles instead of replacing everything.
 
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?
Click to expand...
Of course, this occur quite often in meta ads, where the results at first may be biased, since the algorithm finds the easy catches first nd then you have to come up with a new one for consistency.
 
Gradual ROAS decay over two weeks usually indicates ad frequency saturation and creative fatigue within your target audience. Refreshing creative variations and expanding custom audience exclusions helps stabilize performance and lower overall CPMs.
 
After two weeks, your best audience may be saturated, forcing the algorithm to reach lower-quality users. This can reduce CTR/CVR and increase CPA
try changing creative/ audiences, while checking CPM, CTR, and CVR
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?
Click to expand...
 
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