Facebook Campaign Declining After Strong Start — Ad Fatigue or Something Else?

Filippos Sannos

9d • General discussion

Hi all, I'd love some feedback on a campaign that had a strong start but deteriorated significantly over time.

— CAMPAIGN OVERVIEW —

Period: January 6 – March 10, 2026

Total spend: €1,651.12

Total results: 137 purchases

Overall CPP: €12.05

Budget: €30/day (daily)

— WHAT HAPPENED —

Phase 1 (Jan 6–17): Strong learning phase. CPP was consistently €4–7. The algorithm found the right audience quickly.

Phase 2 (Jan 18 – Feb 16): High volatility. CPP swung between €5 and €35 with several days of zero conversions. Signs of audience saturation starting to show.

Phase 3 (Feb 17 – Mar 10): Sharp decline. Spend increased (peaked at €79/day on Feb 28) while conversions nearly disappeared. Classic ad fatigue pattern.

— WHAT I'VE TRIED —

I tested new creatives to refresh the campaign, but they didn't gain traction and I ended up pausing them. I reverted to the original ad that was producing results, but performance hasn't recovered to early levels.

Any insights would be hugely appreciated. Thank you!

3 comments