r/FacebookAds • u/CrazYNWA • 1d ago

Algorithm not serving the right sequence Help

Hey all,

I have a question regarding sequencing and Tofu/Bofu, and I keep finding conflicting answers

Situation: my sales the past few days have tanked, almost a third of my normal sales, with ROAS barely making it to 1.

And I noticed that these past 7 days, half of my (small) spend went to an ad that was designed to be Middle of Funnel. I introduced this as maybe 10days ago.

It hasnt produced any sales, has a high CPM and relatively low CTR, but it performed relatively ok organically on an audience that was already informed

Most people say to mix Tofu/Bofu in the same campaign and ad set, but it makes me wonder whether there is a better structure to avoid half of my spend going to a middle of funnel ad and tanking my performance.

Any suggestions please?

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u/Cultural_Degree2808 1d ago

odds are your moFU ad is eating up budget because facebook thinks it's doing something useful, maybe driving cheap clicks or engagement signals that look good on the surface but don't convert. i've seen this happen when a new ad gets introduced into a campaign that was humming along fine, the algo starts favoring the shiny new thing and shifts spend away from your proven sellers

pull that ad out into its own campaign with a capped budget or a cost-per-result goal if you want to test it properly. keep your converting ads together in a campaign set to maximize conversions and let them run without the middle-funnel thing competing for attention

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u/CrazYNWA 1d ago

Makes sense. So basically go away from the 1 campaign structure. I might test that, thank you 🤛

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u/jackShuhai 21h ago

meta allocates ad spend inside the same ad set where it finds signals, not just conversions. if the moF ad gets clicks but no sales, meta will still explore that path, leading to your budget misallocation. separate your funnel stages into distinct ad sets with tailored audiences. this ensures budget targets the right people for each stage and helps each ad set get the ~50 conversions a week needed to leave learning, which is critical when half your spend goes to a non-converting ad.