“We had Meta going — tens of thousands of dollars a day — and most of it was behind one creative. It was performing really great, had five stars in the description, Meta approved it. Then Meta decided: not good. They took it down on a dime. Our customer acquisition costs were untenable and we had to bring down those campaigns and retool.”

Creative Concentration Risk — 80% in One Meta Ad Got Yanked Overnight

Pray.com ran tens of thousands of dollars per day on Meta, with the majority concentrated in a single top-performing creative. When Meta deactivated it without warning, CAC spiked to unsustainable levels overnight during Q5 — the most important acquisition period for subscription apps. The fix: treat your creative portfolio like an investment portfolio, and apply position-size limits so no single asset can blow up your entire campaign.