have you checked whether Meta has already flagged a likely winner early and is deliberately funnelling spend there rather than your other creatives being inherently weak?
honestly, this is extremely common these days, especially in the first 48 hours. Meta has got far more aggressive at predicting early winners - if one creative shows stronger CTR, hold rate, ATCs, or purchase signals first, the algorithm quickly concentrates delivery on it. On day two I wouldn't rush to pause everything just yet, the system still needs a bit of breathing room to stabilise. If that winning creative is actually converting and bringing in sales, that's a solid signal. the biggest blunder i see from newcomers is constantly editing, pausing, and swapping creatives too fast, trying to "force equal spend" - that usually just destabilises learning further. I'd let the winner keep running and watch whether the other creatives pick up some exploratory spend over the next few days.
Worked with a small ecommerce brand where Meta pushed nearly 92% of spend into one video creative within the first 48 hours while four other creatives barely saw any impressions. The founder thought something was broken and wanted to pause the winner because the distribution felt "unfair." Instead we let the campaign stabilise and gradually replaced only the completely dead creatives after several days. That winning ad ended up scaling from roughly £40/day to over £350/day while holding around a £21 CPA and generating more than 70 purchases over the next few weeks. the other creatives weren't "bad" - Meta just found one stronger conversion pocket much faster and concentrated delivery there early.
Is the winning creative still maintaining healthy CPC and conversion rate as spend increases, or are you already seeing performance slide while Meta keeps forcing budget into it?
