08/02/2026
I posted my client's ad results... then the performance suddenly dropped. ππ
Was it the evil eye? π LOL!
Do I believe in it? To be honest... somehow, yes. π
Maybe because that's something many of us Filipinos grew up hearing.
And I'm sure I'm not the only one who's jokingly thought... "Nausog ba?"π
But here's the BIG YET.
As a Meta Ads Strategist, I can't stop at "baka nausog lang."
Because behind every drop in ROAS, there's usually a technical explanation waiting to be uncovered.
And I'd be lying if I said I never panic.
Seeing a client's ROAS suddenly dropped is stressful. π€―
These aren't just numbers on a dashboard.
Behind every campaign is a business owner who trusted me with their ad budget, their growth, and their goals.
So yes... for a moment, I still ask myself, "Wait... what happened?"
I feel the pressure.
I feel the fear.
But instead of letting those emotions decide my next move, I remind myself to shift from reacting and panicking... to troubleshooting.
That's the engineer in me.
That's why I kept on telling myself that I didn't graduate in Industrial Automation and Mechatronics Engineering just to leave that way of thinking behind. π·ββοΈ
I simply apply it differently now.
Instead of troubleshooting machines... I troubleshoot marketing systems.
Instead of finding the root cause of equipment failures... I investigate the root cause behind declining ad performance.
π― Because marketing, just like engineering, isn't about guessing.
It's about asking the right questions before making the next decision.
So when a campaign suddenly underperforms, I go through my diagnostic process.
Not because I want to find someone or something to blame... But because every problem has a CAUSE. π
And every cause deserves to be investigated.
Here are some questions I usually asked to myself when something wrong happened:
π Is our main KPI really the problem, how about the secondary KPI?
π Did the creative actually resonate with the specific avatar I intended to target?
π Do I already have enough data to make a decision? Or am I reacting too early before Meta has enough information to optimize?
π Is this a strategy problem... or an ex*****on problem?
π What changed compared to when this campaign was performing well?
Maybe the evil eye exists depending on what you believe. π
BUT as a strategist, my responsibility is to look beyond assumptions.
My job isn't to fear the numbers.
My job is to understand what the DATA is telling me, uncover the real problem, test possible solutions, and optimize until we get the campaign back on track.
Because businesses don't grow by guessing.
βThey grow through continuous testing, learning, troubleshooting, and improving.
And that's exactly how I choose to practice marketing.
With an engineer's mindset and a strategist's responsibility. βΊοΈ
Maybe the evil eye gets the first laugh... but the DATA always gets the final say. ππ
Comment below if you also believe in "Evil Eye" and let's talk about it.π
π
