If you're running paid on both Meta and Google — or deciding where to put your next budget increase — you've probably noticed the two platforms behave nothing alike.

Solving Meta Algorithm Problems: Symptoms, Causes, and Fixes

If you run Meta ads, you know the frustration: the campaign looks fine on one metric and falls apart on another, and it is never quite clear why. Most of the time these are not random glitches. They are predictable symptoms of how Meta's algorithm optimizes, and once you can recognize them, you can diagnose and fix them. Here is a practical guide to the most common Meta algorithm problems, why they happen, and what to do about each.