absolutely agree with the premise. Meta's not broken - but small accounts will always get hammered by variance. A couple of bad days and the conversion rate swings wildly because the sample size is tiny. bigger spenders weather those storms far better, the law of large numbers actually works in your favour.
Now, there's also external noise - market conditions have been choppy lately. Not ideal, but not Meta's fault either.
If you're managing a low-spend account, the worst thing you can do is panic over a bad week and start ripping up the structure. That just destabilises everything and makes the recovery longer. Low spend and high spend need fundamentally different setups - with limited budget, you want to restrict Meta's freedom, not give it more rope.
Across our portfolio (different verticals, different objectives), we haven't seen any prolonged instability. a few days of wobble, then a quick bounce back, even on modest spend. Revenue is trending up, spend is scaling.
After working with hundreds of accounts, the biggest pattern I see is that the fault almost always lies with the advertiser. Terrible offer, bad setup, panic moves. The platform's just a mirror.
