Sales down 50%: where did I go wrong with my Meta Ads campaign?

Ricardo Lemos · 2026-10-07

Results

Targeting analysis: the target audience didn’t convert

After reviewing the campaign data, I realized my targeting was way too broad. The target audience I defined wasn’t specific enough. For example, instead of targeting “people interested in fitness,” I should’ve targeted “people who bought gym equipment in the last 6 months.” This resulted in a CTR below 1% and a conversion rate of just 0.5%.

Creative performance: comparing 10 different ads

I tested 10 different creatives, using a mix of images, videos, and carousels. The ads with short videos (up to 15 seconds) performed best, generating a 2.5% CTR. Creatives with static images hovered around 0.6%. What became clear is that the message needs to grab attention in the first few seconds, and I didn’t catch that mistake in time.

Algorithm changes: how they affected my CPA

With Meta’s recent algorithm changes, I noticed a significant increase in my CPA (Cost per Acquisition). The algorithm prioritized ads with higher engagement, and since my creatives weren’t performing well, costs skyrocketed. CPA went from R$ 25 to R$ 40. That made me reevaluate my creative quality and audience relevance.

Metric tracking: what i ignored and how it hurt me

During the campaign, I ignored crucial metrics like “Cost per Click” (CPC) and “Return on Ad Spend” (ROAS). CPC rose to R$ 2,00, and ROAS dropped to 1,2x. By not keeping an eye on these metrics, I couldn’t quickly spot that the campaign was off track.

CORRECTIVE ACTIONS I IMPLEMENTED AND THE RESULTS THAT FOLLOWED

After identifying the problems, I implemented the following corrective actions:

I reset my targeting, focusing on more specific interests and demographics.
I replaced the creatives that weren’t performing with short videos and a clear, compelling message.
I tracked CPC and ROAS daily, adjusting bids and budgets in real time.

The results that followed were encouraging: CPA dropped to R$ 30 and ROAS increased to 2,5x in two weeks. On top of that, the conversion rate went up to 1,5%, showing that the changes worked.

What’s the biggest percentage drop you’ve ever faced in your campaigns, and what did you do to turn things around?