Usually hate seeing people go out of business, but all these review apps, trust pilot, + this one, etc. Seem to gain traction and momentum by hurting more businesses than by helping them. Just read the comments, everyone is in LMNT side
Another ecom friend is falsely accused on their app too, It was about time, If it wasnāt this, 20 ecom brands putting down 100k each wouldāve killed you in a class act lawsuit.
Posting this damaged him more than anything cause all of this is evidence in LMNTās case
to be honest
everyday the past couple months I've thought about quitting and shutting down oasis.
iāve never believed more in oasis: my consumer health startup powered by transparent product testing, but...
our revenue is down 85% since april this year and our legal bills keep growing
a billion-dollar cpg company is suing us for $255 million over a social post where we incorrectly stated the amount of heavy metals in their electrolytes. we corrected it within 24 hours and offered to boost the correction to reach the same audience. their legal team said they werenāt interested.
our defense costs tens of thousands a month to present our case and could reach 6 or 7 figures if the case continues without a settlement
the odds are stacked against us. without outside help, iām honestly unsure how we get through this
yet I cant get myself to stop. and neither can our team, who have chosen to keep working without pay.
oasis has never been better, faster, and backed by more verified lab data with our social content now being exclusively positive.
weāve also launched consumer and brand testing so shoppers can test their own products and brands can improve their quality and oasis scores.
revenue isnāt down because customers donāt love the product. in fact, our conversion rates are among the highest of any consumer health platform. it's because we put our remaining resources into engineering, science, and independent lab testing.
we also take time to share accurate, valuable information that benefits our community long term, rather than chase downloads with inaccurate slop.
earlier this year, with a growth team, we did well. now I handle all growth and content myself to cut costs.
i and so many of our customers and team, believe the world is better with oasis in it.
we havenāt operated perfectly this year. no company pursuing a big mission does, but weāve listened to all feedback and improved accordingly.
iām not sharing this to ask for pity, but rather for 2 reasons:
1. to show what founding a company can feel like behind the scenes: difficult, uncertain and sometimes terrifying
2. to possibly reach the right people who can help us survive and help us carry on the mission of empowering consumers and raising the health standard for everyone.
Readers added context they thought people might want to know
The post misstates details of the LMNT dispute: false heavy metals claims were made in Dec 2024, with public correction admitting error only in May 2026 (not within 24 hours). LMNT reported ~$200M revenue, not a billion-dollar company.
pacermonitor.com/public/case/65ā¦
bevnet.com/news/2026/fabrā¦
newsletter.theunderbite.co/p/lmnt-did-206ā¦
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Very urgently, paste this into claude or whatever LLM you have your ad account connected with:
*I'm attaching two Meta Ads Manager exports broken down by hour of day in my ad account's time zone. File 1 is the last 30 days. File 2 is a 30-day period from a few months ago.
Check whether Meta is front-loading my budget into the worst hours of the day. For each file:
1. Group the hours into 6 blocks: 12-4am, 4-8am, 8am-12pm, 12-4pm, 4-8pm, 8pm-12am.
2. For each block, show share of total spend, CPM, purchases, CPA and ROAS.
3. Calculate the % of spend that went out before 12pm, and the % between midnight and 6am.
4. Give each block an efficiency score: share of purchases divided by share of spend. Above 1 means the block earns more than it costs, below 1 means it wastes money.
Then compare the two periods:
- Did the midnight-6am share grow? By how much?
- Did the before-noon share grow?
- Are the best CPA hours getting more or less of the budget than before?
- What is the CPM difference between blocks of hours
- Estimate how much money went into blocks with an efficiency score under 0.8 in the last 30 days, and what those purchases would have cost at the CPA of the other hours.
Verdict, plain and short:
- If midnight-6am is above 15-20% of spend, or before noon is above 60%, tell me I have a pacing problem and how big it is in dollars.
- If not, tell me pacing isn't my issue.
Purchases are counted in the hour the ad was seen, so treat hourly CPA as directional, not exact.*
My testing campaign
$5.2k day. 50 ad sets. $5k of it spent before 10am 3 days in a row, at a super bad efficiency of course.
So I pulled every hour of spend across 3 ad accounts. $973k, May to November.
It didn't use to be like this.
June and July, 10% of the budget went out between midnight and 6am.
August, 22%.
October, 26%.
November, 52%.
Spend before noon went from 52% to 67% now on average the last 30 days in my acc.
Same daily budgets. Nobody chose to spend at night.
The midnight to noon crowd should be the cheapest impressions on Meta.
Fewer advertisers are bidding. Most of the people scrolling are half asleep. Low intent.
Now think about the woman on her couch at 9pm.
Same spot almost every night of the year. Phone in hand. Relaxed.
That's the impression worth paying for. That's who buys.
Meta used to price it that way. Evenings cost more.
Now it's flipped.
My last 2 days:
Midnight to noon CPM $208 to $265.
Noon to midnight CPM $93 to $108.
I'm paying 2x more for the worse audience.
And it converts worse too.
CPA before noon was 44% higher on one day and 2x higher the next.
It's been getting worse every month.
Summer, mornings cost 1.1x the afternoon.
Aug to Sep, 1.35x.
Oct to Nov, 1.6x.
Now, 2x.
In July, midnight to 6am cost me $191 per purchase.
Noon to 6pm cost $100.
Yesterday:
Midnight to noon took 65% of spend at a $212 CPA.
noon to midnight took 35% of spend at a $68 CPA.
CPM just after midnight was $319. Late evening it was $84.
Why it happens, I don't know but I found that it started to be more prominent after mid september which is when we all started to get fucked.
This ad pacing spend issue used to be a thing of maybe 1 day, you give 2 shots and next day usually the pace is solved, but not anymore, this is proven on multi 6 figs of spend and i just realized yesterday cause I decided to check after having it for multiple days straight
Moving to a CBO. Still 66% spent by 12pm.
What I'm testing now.
A brand new campaign. Lifetime budgets. Ad schedule from 8am to midnight only, result? Batch of 10 ads at $100 each, spent $800 in the first 2h š
New ads running side by side on daily budgets so I can compare.
Now do this yourself and reply with your numbers in here, or easier like I did it ask claude or whatever LLM that has access to your ad account to. I want to know if this is just me or if Meta changed something in the fall.
@TaylorHoliday @rokhladnik @herrmanndigital Wanna know if you've noticed this in the past few months or insights around it
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Everytime I test ads, the ad pacing the first day is fuckedā¦ Meaning, If I test a new batch of 20 ads, these 20 ads will spend 80% of their entire 2k budget before 9am
But that doesnāt happen the day after, the pacing the day after its normal. Itās like paying a tax for testing
Behaves like when you surfscale very heavily and restart budgets at midnight but facebook still spends 1-2k the first hour
I canāt be the only one dealing with thisā¦
You can say its cope or whatever, but I've never seen in my life spying 20 brands and all 20 have their best performing ads published the last 10 days
Almost as if nothing performs over time and all dies quick, everyone relaunching their entire library of creatives
First time ever seeing something like this, its scary ngl, but back to work
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Refreshing seeing this, they will stop now the holds, hopefully this happens 2-3 quarters until they listen to merchants
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This new york 90s style ads will get you super low cpm, high ctr and cheap clicks but they wonāt convert most of the time. They are engaging and curious and 40% of the clicks are males, you donāt want that specially if you are selling to woman, and most of the spend will go to reels too by the way cause its where it fits better
Tldr: They will be your cheapest and best soft metrics in ad acc but they wonāt convert for 95% of you, if you scroll a little bit in a warmed up fb profile that treats you as a woman its flood with these videos too
Itās never been easier to get extremely good at making winning ads
We have:
>Softwares like Gethookd where you can spy on all your competitors, build a swipe file on there. Imitate a bunch of winners
>Platforms like TikTok that create new proven formats every day you can copy and use in your ads
>Endless education on D.R. copy from people who have made millions. free and paid
>AI tools to make any ad you can imagine within a couple hours
>Claude to automate the process and help with writing copy
Go all in on the skill of making winning ads that spend and convert on Facebook and you can make 10s of millions of dollars
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They prolly scaled super heavily the same month they got banned thinking about a 30D window, happened to me a couple times and lost 400k cause of it, they prolly spent 2-3M losing in front end and without getting those month 0 subs back and obviusly later having higher cpa's cause your processing is worst, is a downhill route + exposition on X which brought probably 10x more competition, a formula to fail. Nobody would've been able to turn tnat shit around
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I think skill issue its just sometimes cope, cope to feed the ego of some guys (you arenāt good enough), and cope cause you think thereās a gap of information that you donāt have yet that will get you there. I have 4-5 ad accounts, one has over a mill in spent, other 2 have like 300k each, the 3 ad accounts have insane cpmās for video ads only.
I donāt care if you are eugene schwartz, if you make me an ad its just gonna be a high cpm in my account. I spy hundreds of accounts yearly with average ads and low cpmās so its not quality of ad, cause some of these videos have an average cvr of 7-8% (and if ear determines the ad is good, this is objectively a good ad) and they wonāt decrease below 400 CPM.
Its pragmatic to say its a skill issue at the end of the day, cause its better than accepting the fate of im cursed.
If someone is a dr demon and wants to bet, lets put $40k in an escrow, you have 5 shots, if any of your 5 video ads gets me a cpm below $100 you get to keep up the money, if not I just get half of it (20k).
Posting in twitter you making out with a chick is not the flex you may think it is, like, its gonna make you look like a former nerd who now needs social credit, but tbh this space is filled of nerds with money who aren't able to pull above avg looking girls, so they may look at it inspiring, but I don't think so. No shades, I follow your tweets and buy your stuff but this is just too much
This quoted post is unavailable.
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Some of yall need a competitor selling the same product as you, same angles, spending 5 figs a day, you'll get humbled real quick when your old winners and roas performance is down by 40%
I've seen this happen over dozens of brands and even myself, I'll see 40% up in performance randomly and every fucking time, my competitors has removed a lot of ads
Reality is that business model affects in this a lot, the higher the barrier of entry and hence less competition you deal with, this will happen way less to you, if your main 2-3 competitors would disappear from the market all of a sudden half of your ads would be winner, and if 2-3 new competitors spending high money (even if its unprofitable) appear suddenly, all your direct response bullshit will be thrown out the window, this is true for 8-9/10 cases
Zero sum game
Its always agency guys that make this extremist takes like never turn off an ad, its why following so many people's advice in here will ruin you if you start
A few first principles of media buying you should always stick to
Yes, turn off ads if they perform bad, facebook will spend on an ad that had 0 sales if a random day it does a few sales at ypur average cpa, next day it will spend half your budget super unefficiently on it if you use cbo, or spend on an ad that is not converting but has high ctr, its crazy that this is even a debate...
CBO/ABO/CC, everything works, there's not a single method of doing things, but the echo chambers in here make you think it is, if someone makes you think there's a single method of doing things fuck his advice
Ultra high CPMs aren't based on how good your ads are
