When a Meta account suddenly tanks, panic-editing makes it worse. Work this checklist in order.
1. Creative fatigue
Check frequency and first-time-impression ratio. Fresh angles beat fresh audiences.
2. Broken tracking
A silent pixel or CAPI gap starves optimisation. Verify events before touching budget.
3. Learning-phase churn
Too many edits reset learning. Consolidate and let it stabilise.
4. Offer, not ads
Sometimes the ad is fine and the offer got stale. Test the promise, not just the visual.
5. Landing-page drop-off
Great ad, slow or unclear page = wasted spend. Fix the whole path.
Stuck? Send me the account and I’ll tell you which one it is.