Verify that purchases are actually being recorded
This is the first thing to check and the most commonly broken, particularly in Kuwait where KNET and third-party payment steps often break the return journey so the purchase event never fires. If the platform cannot see sales, it cannot find you buyers — it is optimising blind.
Place a real test order and confirm the purchase event appears with the correct value. Then add server-side conversion tracking so you are not relying on the browser alone, which iOS restrictions and ad blockers erode further every year. Stores that fix only this frequently see performance improve without changing a single ad.
Too little data to optimise
Ad platforms need a reasonable volume of conversion events before their optimisation works — roughly fifty purchases per campaign is the usual guidance. A small Kuwait store spending across four campaigns, three platforms and two audiences will never give any one of them enough signal.
The fix is consolidation, not more budget. Fewer campaigns, fewer ad sets, one objective, one clear audience — so the events concentrate somewhere the algorithm can learn from. Fragmenting a small budget in the name of testing is the most common self-inflicted problem in small-market e-commerce.
The ad worked, the checkout didn't
If people click, reach the product, add to cart and then vanish, the campaign did its job. Look at where they stop: no KNET, delivery cost revealed late, a required account, a slow mobile page, or no clear delivery timeframe. In Kuwait each of these has a measurable cost.
Walk your own checkout on a phone, on mobile data, as a new customer, paying with KNET. Most owners have never done this and are surprised by what they find. Fixing what you discover lifts revenue from traffic you have already paid for, which is always cheaper than buying more.