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Why Your Facebook Ads Are Getting Less Efficient
Description
Lucas and Luna break down the recent decline in Facebook ad efficiency for many direct-to-consumer brands, focusing on the shift in user behavior and Meta's evolving auction dynamics. They examine how rising CPMs and lower conversion rates are squeezing ROAS, and offer tactical countermeasures: tightening audience targeting, refreshing creative more frequently, and testing Advantage+ shopping campaigns. The episode uses a hypothetical clothing brand spending $50,000 per month to illustrate the math behind a 30 percent ROAS decline. They also discuss why last-click attribution underreports Facebook's true contribution, and how to adjust your measurement framework. By the end, listeners will understand the structural forces at play and have a concrete checklist to protect their ad performance.