Mate, have you stopped to consider that maybe the real issue isn't your brand or product being rubbish, but that you're overcomplicating Meta before it's even had a chance to breathe?
Honestly, I see this all the time with technically-minded founders. They treat Meta Ads like an engineering puzzle when it's actually more like probabilistic psychology with a side of noisy data. The more you obsess over "perfect optimisation," the quicker you start tweaking campaigns before the algorithm has collected enough stable signal to know its arse from its elbow. Especially on smaller budgets, Meta can feel brutally random - one good day makes you think you've cracked it, one bad day makes you want to burn the whole thing down. Then you start swapping creatives, audiences, budgets, and offers every five minutes trying to "fix" something that just needs time.
Worked with a solo SaaS founder who spent nearly six weeks rebuilding campaign structures and testing endless audience combos because he thought Meta was a logical system he could solve. He was spending around fifty quid a day, and performance was all over the place - CPCs swinging from under a dollar to over four, random conversion days, total burnout from over-analysing every metric. Eventually we stripped it back to one stable campaign, broad targeting, just three core creatives, and limited changes to once every few days. Within about three weeks things stabilised - CTR went from roughly 1% to 3.5%, CPA dropped from seventy-eight bucks to under thirty. The biggest win? He finally stopped resetting the learning phase every damn day.
So be honest with yourself - are you making too many changes, too fast, trying to force Meta into behaving predictably before you've got any clean data?
