What’s Going On With Meta?

Happy Wednesday!

Let’s talk about something no one wants to admit out loud:

Meta ads suddenly stopped working, and people don’t know why.

We’ve been seeing this across multiple brands. March was rough.

For some, performance just vanished. ROAS dropped. Nothing was converting.

What’s Going On With Meta?

We started noticing performance drops around March.

Meta started updating its UI, ASC campaign structure, and how budgets pace.

Some campaigns spend 75% of their daily budget before noon. CPAs doubled. ROAS tanked.

We thought maybe it was a bug. But it’s bigger than that.

It’s likely a mix of:

• Meta platform updates

• Economic pressure on consumers

• Less urgency to buy = more window shopping

This isn’t just your account. It’s happening everywhere.

If you’re spending over $10,000 a month on Meta ads for your e-commerce or SaaS business, we’re here to help you optimize your ad performance and scale your ads profitably. Apply to work with us here.

Here’s how we’re surviving this and helping brands stay sane:

1. Cut spend and reforecast

If performance dropped suddenly, pull back the budget. Don’t try to spend your way through it.

It’s like adding fuel to a fire, hoping it’ll go out.

We’re rebuilding forecasts and watching spend like hawks.

Tip: Pause or reduce non-performing campaigns. Reallocate spending to what’s working. Re-run your forecast for the next months.

2. Diversify your ad channels

Meta’s still the best ad channel for most brands. But this storm reminded us why having all your spend in one basket is risky.

Set aside 10% of your weekly budget to test a new channel. Start small.

3. Get more creative with your creative

Reels, Stories, and Feed are not the same.

The best-performing are often vertical, native ads that feel like organic content. You want to create ads that belong on Facebook and Instagram.

What We’re Watching Next

We're also keeping a close eye on a few areas that might quietly impact performance behind the scenes.

New ads are struggling to gain traction inside old campaigns. We're testing clean, dedicated ASCs for each product or creative angle to give new content a fair shot.

Looking for a creative partner to scale your business with performance-driven ads? Apply to work with us here. Our clients include brands like For Wellness, Frido, Scribe, and others. We’ve likely worked with businesses in your niche.