Not every dip is Meta's fault
More often than not, when someone tells us their Meta account is broken, we open it up and find nothing technically wrong. The targeting is fine, the creative is doing its job, and the bidding hasn't suddenly collapsed.
Most teams would turn to “fixing Meta” anyway. New creative, new audiences, new tests. Sometimes that is what’s needed. But often, the platform is doing exactly what it was set up to do.
Ask a few people in the same business why they're running ads and you'll often get different answers. More leads. Cheaper leads. Better revenue. Brand awareness. Keeping the pipeline full. All reasonable answers… but they are not the same answer.
The problem here is that nobody has agreed on what the campaign is actually meant to achieve. When performance dips, the gap becomes obvious fast.
"Fixing Meta" is just what people default to when they haven't defined a goal.
More leads, higher revenue, better margin, and a stronger position in market all require different decisions. Without clarity, you can improve the numbers in the account and still feel stuck in the same place.
Next time, before you assume the account is broken, ask yourself and your team: do we actually have clarity on our goal, or have we just assumed one?
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This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.
