Relevance score drops or is low
Before you can begin troubleshooting this scenario, you’ve got to understand what relevance score is. It’s a huge priority for Facebook to only show people ads that are relevant to them. Facebook determines relevance score based on the positive and negative feedback they expect an ad to receive from its target audience. As people interact and provide feedback on the ad, Facebook adjusts the relevance score of the ad.
While relevance score isn’t the only factor in a poor performing campaign, it can impact your CPAs and conversions. A low relevance score is ultimately the result of a poor message to market match. Rewrite your ad copy to better connect with your target audience. Make sure your copy is hitting on their biggest pains, desires, and fears. Focus on taking your prospect from their undesirable before state to their desirable after state.