Hey everyone, bumping this older thread because the core issue—algorithm volatility—is still incredibly relevant today.
Pausing ads can mess with performance, yeah. But honestly, that’s usually not the main issue.
What I see way more often is this:
the ads were only profitable under “perfect conditions”
So when you restart them and CPMs go up a bit or traffic shifts slightly… everything breaks.
However, there is a bigger lesson here: If a sudden spike in CPA after restarting an ad completely kills your campaign, your profitability is too dependent on cheap traffic.
You can’t control Meta’s algorithm mood swings, CPMs, or the fact that your CPA might temporarily triple. But you can control what happens after the click.
If you send traffic to a standard, leaky store, an algorithm hiccup will ruin your margins. But if you send that traffic to a dedicated eCommerce funnel with Order Bumps and One-Click Upsells, you can push your Average Order Value (AOV) high enough to absorb the shock of those rising ad costs.
I actually just wrote a full breakdown on the math behind this and where ad spend actually “leaks” post-click: Where Your First £1,000 in Ads Actually Goes (Breakdown)
Sooo…
Don’t just fight the algorithm; fix the backend funnel so you can afford the expensive clicks! 