Hmm a couple of thoughts here:
It's tempting to just pull back on spend when things go south, I get it. But most of the time, these dips are a sign that your current setup has hit its limit. It's less about Meta's algorithm having a bad week and more about audience or creative fatigue finally showing up.
Instead of just cutting the budget, I'd use this as a chance to start aggressively testing again. You're probably better off re-allocating that budget into testing new things rather than just reducing it.
Have you exhausted your current audiences? I often find that people test a few interests and lookalikes, find one that works, and then run it into the ground for months. When it stops working, they blame the platform. It's probably time to build and test new lookalikes from higher-intent actions, like purchasers or 'initiated checkout', rather than just website visitors.
How long have your current ads been running? Creatives burn out. I'd test some completely new angles. If you're selling a service, try a Problem-Agitate-Solve approach in the copy. If it's a product, maybe a Before-After-Bridge style ad. I remember we had several SaaS clients see really good results from simple UGC videos recently; that could be something to try.
Just hitting pause or cutting spend means you're flying blind. Testing gives you data and a path forward.
Hope this helps!
My thoughts: a performance dip usually means your audience or ad creative has fatigued. Instead of just cutting the budget, which stops you from learning anything, redirect that spend into testing new audiences and ad concepts. A downturn is often the best signal to start testing again, not to stop.
Hope that helps!
Alright, a few suggestions here:
When I see a sudden drop in performance, my first thought isn't a platform issue; it's usually fatigue. Either your audience is saturated or they've seen your ad so many times they've gone blind to it.
I'd advise against just cutting the budget. It feels safer, but you lose momentum and stop gathering data. A better move is to pivot that spend into a structured testing campaign.
The first place I'd look is audiences. Are you still running the same interests you were two months ago? It's time to build fresh lookalikes based on your best customers, not just all of them. Then I'd look at your ads. Try a totally new messaging angle, something that speaks directly to a pain point you haven't mentioned before. The goal is to find the next winning combination before the current one dies completely.
Hope this helps!
