When a Meta campaign underperforms, the instinct is to adjust budgets and audiences. In practice, creative usually explains the larger share of the difference.
Test one variable at a time: the hook, the format, or the angle. Changing all three at once tells you which ad won but never why.
Give each round enough spend and time to produce a readable result, and set rules in advance for what gets scaled and what gets retired.
Feed the results back into the next round. Over time you build a library of angles that work for your offer rather than restarting every month.