Meta ads

@hellodeeep

In the last 10 days his Meta ad account overspent at night (e.g. a Rs 1500 budget set at midnight was Rs 700-800 spent by 10am), so he now starts campaigns at 9am and turns them off at midnight, which improved performance somewhat.

208k plays · 11 Oct 2026

What they said

Last 10 days "insanely bad" performance on his ad account.
Diagnosis: night-time overspend. Example: Rs 1500 daily budget, published at 12 midnight; waking at 10am he sees Rs 700-800 already spent.
Expected: at night the audience is not active, so ideally Rs 150 max would be spent.
Fix (for past two days): start campaigns at 9am and turn them off by midnight; restart at 9am next day.
Result: performance "improved a bit. It's not the best yet."
Ask: share with someone who needs it. Caption: "Comment yes if you find overspending on nights on your ad account. #metaads".

Try this

Meta advertisers: Check your hourly spend breakdown. If a large share of the daily budget goes out overnight, you may be buying low-quality traffic.
Try scheduling: Start at 9 am and stop at midnight, or use a lifetime budget with an ad schedule. Turning campaigns off and on resets learning, so test on one campaign first.
Other controls: Try a cost cap or bid cap, and review your placements.
Test properly: Compare cost per purchase for at least a week before and after the change. The creator saw only a small improvement.
Know the rules: Meta can spend up to about 25% above a daily budget on a given day. A steady overnight overspend is not explained by that, so look at your own data.

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