Since you're using Advantage+ with broad targeting, it should be spending — but there are a few common reasons it might not be:
1. Meta's still learning (or unsure who to show it to)
If your pixel or account doesn’t have much data yet, Meta can be a bit shy. Advantage+ is powerful, but it still needs some signals to go off of.
2. Your optimization goal might be too “deep”
If you’re optimizing for purchases or something further down the funnel and haven’t had many conversions, Meta will hold back. It’s kind of like saying, “Hey, only show this to people likely to buy,” but Meta’s like, “Uhh, not sure who that is yet…”
3. The creative might not be getting early traction
Even with great targeting, if your ad isn’t getting clicks, Meta starts deprioritizing it. Try testing a new version or adding something more scroll-stopping.
4. Budget vs. goal mismatch
If your daily budget is a bit low for the optimization you're asking for (especially for conversions), Meta might be cautious. You could try starting with Landing Page Views instead to get things moving.
5. Account or delivery hiccups
Just to be safe, check that your ad isn’t flagged, disapproved, or stuck in review. And sometimes narrowing placements (like running in Feeds only) helps spark delivery.
What You Can Try Right Now:
Change the optimization to “Landing Page Views” — easier for Meta to deliver on.
Duplicate the ad set and start fresh with a clean delivery path.
Test a second creative — something more casual or native-looking often works well.
Give Meta a bit more budget to play with, if possible (even temporarily).
Double-check Events Manager — make sure the pixel is firing (especially ViewContent or Leads).
Once it starts spending and learning, things usually pick up fast. But that first push? Sometimes needs a little nudge.