jerry

If your Meta performance has been falling, you're not alone. Northbeam data shows Meta CPCs hit 12-month lows but CVRs slid right alongside them. Cheaper clicks haven’t meant better performance.

If your Meta performance has been falling, you're not alone. Northbeam data shows Meta CPCs hit 12-month lows but CVRs slid right alongside them. Cheaper clicks haven’t meant better performance.

I'm presently sitting in a cafe in my wife's hometown of Jeonju, South Korea drinking a latte and doing a bit of a gut check on Meta / Media Buying and the state of DTC in May of 2026. Right now it's brutal. There is no rhyme or reason as to why something is working / not working. I've got an inbox full of brands asking for audits and help. Historically post Mother's Day always tracks pretty low, but this year has been one for the record books. We will always say, is it economic issues, the media buyer, or is Meta (biggest share of wallet) just making massive updates? The reality, none of us truly know. Which makes things always that much harder to diagnose. I've been in advertising now for 18 years. The last calendar year has been the most I've ever been uprooted in my professional career. If 2021-2022 was the year of iOS14, 2025-2026 is the year of what I call "the AI guinea pig era." I'm not necessarily complaining, it was going to happen. But I just didn't realize how much all of this would impact sooooooo many brands. From AI slop to AI bots, AI has infiltrated every facet of your business for the good and bad. Even some of the most stable, highest spending accounts I have access to are seeing broad issues, mostly related to issues on Meta. I write this quickly to tell you once again, you're not alone. I think we can all find some peace in knowing this. That doesn't mean being complacent. There are plenty of things to try, test, and do in your businesses. However, for the remainder of May until Meta (again biggest share of wallet) launches their new AI pixel, new Meta workflow and slows down their "innovation" some I find it hard to spend MORE unless we absolutely see bright spots. Again, it's not all doom and gloom, some accounts are a bit unfazed because of strong organic signals, but for the majority it's rough. For most accounts we're seeing downward trends in the days pre-Mother's Day. The only thing that has helped stabilize has been reducing spend. That's it. Again your businesses are all different, but I'm not going to gaslight you in saying things are good, because the reality is, they aren't. Heads down though, figuring it out one ad at a time, one campaign at a time and one channel at a time. This shall too pass.

Only the killers are still doing well. Don't see any of my ad accounts having down turns. Too many ecom bros making AI doctor ads, AI UGC and crushing the old ecom dawgs that haven't really caught on with what is working with creatives and landers 🤣 they're still making hi-fi bof ads, basic offer statics and screenshots of customer reviews in 2026. R.I.P

I'm presently sitting in a cafe in my wife's hometown of Jeonju, South Korea drinking a latte and doing a bit of a gut check on Meta / Media Buying and the state of DTC in May of 2026. Right now it's brutal. There is no rhyme or reason as to why something is working / not working. I've got an inbox full of brands asking for audits and help. Historically post Mother's Day always tracks pretty low, but this year has been one for the record books. We will always say, is it economic issues, the media buyer, or is Meta (biggest share of wallet) just making massive updates? The reality, none of us truly know. Which makes things always that much harder to diagnose. I've been in advertising now for 18 years. The last calendar year has been the most I've ever been uprooted in my professional career. If 2021-2022 was the year of iOS14, 2025-2026 is the year of what I call "the AI guinea pig era." I'm not necessarily complaining, it was going to happen. But I just didn't realize how much all of this would impact sooooooo many brands. From AI slop to AI bots, AI has infiltrated every facet of your business for the good and bad. Even some of the most stable, highest spending accounts I have access to are seeing broad issues, mostly related to issues on Meta. I write this quickly to tell you once again, you're not alone. I think we can all find some peace in knowing this. That doesn't mean being complacent. There are plenty of things to try, test, and do in your businesses. However, for the remainder of May until Meta (again biggest share of wallet) launches their new AI pixel, new Meta workflow and slows down their "innovation" some I find it hard to spend MORE unless we absolutely see bright spots. Again, it's not all doom and gloom, some accounts are a bit unfazed because of strong organic signals, but for the majority it's rough. For most accounts we're seeing downward trends in the days pre-Mother's Day. The only thing that has helped stabilize has been reducing spend. That's it. Again your businesses are all different, but I'm not going to gaslight you in saying things are good, because the reality is, they aren't. Heads down though, figuring it out one ad at a time, one campaign at a time and one channel at a time. This shall too pass.

Expecting Meta performance to be identical every day is wild. The fact that a platform can deliver consistent customers at all is incredible. People are people. Supply & demand shift. Competitors bid for your audiences. Nothing is static. Performance won't be either.

you can now create and edit meta ad campaigns by talking to chatgpt or claude meta just launched the Meta Ads AI Connectors in open beta connect your ad account to your ai agent, and you can build campaigns, edit ad sets, and launch ads using natural language. the connector uses meta's mcp (model context protocol) server to give your ai agent authenticated, real-time access to your full account. once connected, your ai agent can actually see your data and take action you can ask it to do 🔵comprehensive reporting — pull detailed performance breakdowns via conversation 🔵campaign management —create or edit campaigns using natural language 🔵catalog management — create catalogs, add products, troubleshoot feed issues 🔵signal diagnostics — check your pixel and capi health in seconds setup takes minutes, it requires zero coding or developer tokens to set up, guide below mcp is an open standard, we're building for interoperability, letting you use your preferred ai tools to manage your campaigns