Okay, a few suggestions here:
The main issue is that Facebook's algorithm needs sales to optimise for sales. It's not about time or how much you've spent in total; it's about the number of conversions. With zero sales, the algorithm is flying blind and has no data to learn from to find you more buyers.
The good news is that you're getting add to carts and initiated checkouts. That means your ads and product pages are doing something right—people are interested. The problem is happening at the very last step, so I would look really closely at your checkout process.
- Unexpected Costs: Are you surprising people with high shipping costs right at the end? This is a massive conversion killer.
- Trust Issues: Does your checkout page look trustworthy? For a new beauty brand, people can be wary. You need social proof like reviews, trust badges, and a professional design. Any doubt will cause them to abandon their cart.
- Payment Options: Are there enough payment options? Some people will only use specific providers like PayPal or Apple Pay for new stores.
Also, a $10/day budget is very tough going in a competitive space like the US cosmetics market. At that spend level, the algorithm gets very little data each day and struggles to exit the learning phase. You're basically asking it to find a needle in a haystack with a tiny torch.
I would suggest pausing the ads, fixing the checkout and trust issues on your site, and then restarting with a slightly larger daily budget if possible. Hope this helps!
