You’re not alone - tons of advertisers have seen major ROAS drops since mid-February 2025. It have been noticed the same across multiple agency accounts. It’s the recent Facebook Ads changes Meta started rolling out quietly over the last 30 - 45 days.
Here’s what’s likely impacting you:
- Advantage Plus structure has changed - it’s no longer a single ad set campaign, and budgets work differently now.
- Audience behavior is shifting due to new bidding models. Facebook’s now doing more of a one-to-one match between users and creatives, which means the same ad may not hit as effectively across your previous audiences.
- If you haven’t adjusted your exclusions or tested new placements, Facebook might be reallocating your budget in ways that hurt performance - especially if your campaigns are still built on the older Advantage Plus structure.
- Even if you didn’t touch interests or creatives, the backend changed. Now’s the time to start testing fresh ad set structures, use exclusions to clean up your audiences, and watch placements more closely. It’s not your setup that’s broken, it’s the system that moved underneath it.
