Nothing lasts forever—but with the right tweaks, your best results might be just around the corner!

We’d been running Facebook ads for a client’s webinar for a few months.

And for a long time? It was flying.

• The leads were rolling in
• Registrations were strong
• The cost per lead looked dreamy

We were all doing little happy dances on Zoom.

But then…

Bit by bit, things started to slow down.

Signups weren’t coming in as easily.

The cost per lead started creeping up.

The ads weren’t landing quite like they used to.

And naturally, it felt worrying.

But here’s what we’ve learned after 8 years of managing Facebook and Instagram ads (and spending over £5 million of clients ads spend doing it):

Nothing lasts forever in the world of Facebook ads.

Not even the strongest offers.

Not even the best-written hooks.

Not even the prettiest landing pages.

Why Even Great Facebook Ads Stop Performing

• Audiences get tired.
• Algorithms evolve.
• Creatives get saturated.

And sometimes, a strategy that worked beautifully last month starts to lose steam.

But that doesn’t mean the whole thing’s broken.

And it definitely doesn’t mean giving up.

When Results Drop, Don’t Panic—Get Proactive

When we saw things slowing down, we didn’t give up on the campaign.

We didn’t panic.

We simply suggested to our client:

• Let’s try a new webinar title
• Let’s test a fresh angle on the landing page
• Let’s shake up the ad creative and bring in new hooks

And almost immediately?

Results improved…

Leads picked back up…

Cost per lead dropped again…

All from a few small, strategic and data-driven changes.

That’s the kind of stuff we love to spot.

The tweaks. The patterns.

The quiet clues that show us where the energy’s faded—and where we can revive it.

The Secret to Long-Term Facebook Ads Success? Testing.

So often people ask us:

“Why do my Facebook ads stop working?”

“Why are my Facebook Ads expensive?”

“Why is my Facebook ad cost per result so high?”

The answer is that you usually just need to test.

That’s what we do at Impactful Marketing—day in, day out.

We don’t just set campaigns live and walk away.

We’re in it with you.

With 7 days a week ad management.

We test copy, audiences and creatives.

We suggest changes to your landing pages and funnels based upon the data we’ve learnt from the Facebook and Instagram Ads.

Because testing is what leads us to the next wave of results.

Final Thoughts: Change Is Inevitable. Growth Is Intentional.

If your webinar ads or lead generation campaigns have lost their spark, you’re not alone.

The truth is, nothing lasts forever in the land of Meta ads—but that doesn’t mean the magic’s gone.

With the right adjustments, your best results might be just one headline, one hook, or one tweak away.

Need a hand with your Facebook Ads? Here’s some options:

Done For You – Discover how we can take over all of your Facebook Ads hands-free.

Done With You – Explore the ways we can work alongside you and your marketing team.

Free Video Training – Instant access Facebook Ads training.

Free Resources – Handy guides and downloadables.

Blogs – More blog posts like this with real stories of strategy and success.