When managing BIGO Ads, many advertisers experience a consistent pattern: campaigns stabilize for a few days or weeks, then suddenly lose delivery, with CPC rising, CTR falling, or traffic becoming unstable. These delivery drops occur at different stages of the account lifecycle, and solving them effectively requires understanding the underlying mechanisms of the BIGO Ads algorithm.

This article provides a systematic breakdown of the causes of traffic decline at each stage and detailed solutions, supported by industry data, practical experience, and platform behavior research. The goal is to help advertisers stabilize their accounts, maintain continuous delivery, and scale sustainably.

Stage 2: Stable Delivery Period (Day 7–30)

Once the ad stabilizes, performance is predictable until fatigue begins.

Typical Causes of Drop

1. Creative fatigue (most common)– CTR drops by 20–35% after 7–14 days

2. Audience saturation– The system re-shows ads to repeat users

3. Bid not keeping pace with market fluctuations

4. Competition spikes during certain hours/days

5. Small edits accidentally restarting the learning phase

Data Indicators of Fatigue

Solutions

Stage 3: Scaling Phase (≥ 30 Days)

When advertisers increase budgets rapidly, account instability is common.

Why Delivery Drops During Scaling

1. Budget increased too quickly (>30% jump triggers re-learning)

2. Scaling before creatives reach high confidence

3. Too many low quality new campaigns launched in short time

4. Insufficient attribution data → algorithm loses clarity

5. Cross-campaign bidding conflict

Industry Benchmark

Campaigns that scale using 20% daily increments maintain a 28% higher stability than campaigns that scale >40% suddenly.

Solutions

Stage 4: Long-Term Operation (60–180 Days)

This stage involves account-level health management.

Common Structural Causes

1. High number of rejected ads affecting the account

2. Sudden policy changes

3. Platform-level throttling during risk review

Data Insight

Accounts with ≥10 rejected creatives in 60 days experience an average 25% traffic throttling for the following 7 days.

Solutions

Advanced Troubleshooting (All Stages)

(1) Creative-Level Fixes

(2) Campaign-Level Fixes

(3) Audience-Level Fixes

(4) Optimization Window Setting

When to Use Agency Ad Accounts (BIGO Ads Agency Account vs. Self-Serve)

Understanding these patterns enables advertisers not only to take proactive measures to maintain campaign performance but also to anticipate potential delivery drops before they impact ROI.  By applying stage-specific optimization strategies—such as refreshing creatives, adjusting budgets incrementally, and expanding audiences—advertisers can achieve more stable and sustainable growth.

● Dedicated platform rep support

Conclusion

Delivery decline is not random; it follows identifiable patterns at each campaign stage. Once advertisers understand the causes and apply the correct optimization strategy, stability improves dramatically, and long-term scaling becomes achievable.

FAQ

Q1: Why does my BIGO Ads campaign stop delivering suddenly?

Because the algorithm enters re-learning due to edits, budget jumps, or creative fatigue.

Q2: How long does BIGO Ads learning phase last?

Typically 5–7 days, depending on data volume.

Q3: How often should creatives be refreshed?

Every 5–7 days depending on CTR and CPA stability.

Q4: Should I scale with budget increase or duplication?