You are spending on marketing. Running ads. Posting content. Some months the results are great. Others feel like the algorithm switched off overnight and nobody told you.
So you try a new creative. Increase the budget. Switch up the copy. Sometimes it moves. Most times it does not. And the most frustrating part is not the slow months. It is that you cannot point to one clear reason.
That inability to diagnose the problem is what keeps the cycle going. This playbook breaks it.