Question

I'd recently had a campaign that was performing well, but overnight it just tanked - massive CPM, not many clicks, and the ROAS just crashed. I hadn't changed the targeting or creative in a while, so I have no clue what crashed it.

Does anyone else have this at all currently? Is it ad fatigue, audience overlap, or an algo thing?

Also wondering if just to duplicate the campaign or start fresh with a new ad ID?

Answer 1

Yes, this happens a lot! A campaign tanking overnight with high CPM/low clicks, despite no changes, is a common frustration.

Likely Culprits:

• Ad Fatigue: Most common. Your audience has seen the same creative too many times, ignoring it, driving up costs.

• Increased Competition: Others entered the auction, hiking up bids.

• Algorithm Shifts: Platform updates can cause temporary volatility.

What to Do:

1. Duplicate the Ad Set: This is the best first step. It gets a fresh start in the learning phase but retains valuable campaign history.

2. Use NEW Creative: This is crucial. Introduce fresh images, videos, headlines, and descriptions to combat ad fatigue.

Don't start a whole new campaign yet. Focus on new creative in a duplicated ad set, and monitor closely.