Why your paid ads stopped working (and it is probably not the algorithm)

When performance drops, the instinct is to blame the platform. In practice, the cause is almost always creative fatigue, signal degradation, or an offer that has stopped being competitive.

Creative fatigue shows up as rising frequency with falling click-through rate. The fix is volume: a steady pipeline of genuinely different concepts, not colour variations of the same ad.

Signal degradation shows up as a widening gap between platform-reported conversions and your CRM. Server-side tracking and offline conversion imports close most of that gap.

Offer decay is the hardest to accept. If competitors have improved their guarantee, pricing, or speed of response, no amount of bidding strategy will compensate.

Diagnose in that order before touching budgets. Most accounts we audit have been optimised aggressively at the bid level while the actual problem sat untouched in the creative library.