After spending $2M+ on Meta ads for e-commerce brands, these are the 3 patterns I see killing ROAS over and over:

1. Testing too many creatives at once

You don't need 50 creatives in a CBO. You need 3-5 strong concepts with clear hooks. Test the hook, not the entire ad. Most brands waste 60% of their test budget on noise.

2. Scaling by duplicating ad sets

This worked in 2021. In 2026, the algorithm is smarter. Use cost caps and let Meta find the pockets. Duplicating creates internal competition that drives CPMs up 20-40%.

3. Ignoring post-click experience

Your ad can have a 3% CTR and still lose money if your landing page takes 4 seconds to load or your offer isn't clear above the fold. I've seen brands 2x their ROAS just by fixing page speed and moving the CTA up.

If any of these hit home, ScaleHQ is where we go deep on this stuff every week — real playbooks, ad teardowns, and a community of e-com operators sharing what actually works.