Need Help Scaling an Ayurveda Wellness Brand – Meta Ads Suddenly Stopped Converting
I’m running Meta Ads for an Ayurveda wellness brand in India and could really use some expert feedback.
A few months ago we were getting consistent orders with profitable ROAS. Recently, performance has dropped significantly even though we’ve tested multiple creatives and campaign structures.
Here’s the current situation:
Niche: Ayurveda / Wellness
Platform: Shopify
Campaign Objective: Sales
Pixel + CAPI configured
Daily budget: ₹1,000–₹3,000
Broad and interest targeting tested
Multiple UGC and static creatives
Landing page is optimized and loads fast
Current issues:
CPM seems normal
CTR is decent
Add-to-Carts and Initiate Checkouts are happening
Purchases have dropped sharply
Cost per Purchase has become unprofitable
I’ve already tried:
Fresh creatives
Broad vs interest audiences
Different campaign structures
Advantage+ placements
Budget adjustments
I’m trying to understand whether this is:
A creative fatigue issue
Audience saturation
Meta algorithm changes
Attribution/tracking problem
Landing page or checkout friction
Something else I’m overlooking
If you’ve scaled wellness, supplements, Ayurveda, or D2C brands recently, I’d really appreciate your insights.
Happy to share screenshots of campaign metrics (CPM, CTR, CPC, ATC, IC, Purchase, Frequency, ROAS) if that helps.