Social Media Monitoring // something really is wrong.

Hi guys,

my business relies 80% on facebook, I own a catering company that mainly supplies chocolate fountains, popcorn machines, cotton candy..etc to companies/weddings..etc and other events.

I've been promoting ads on facebook for the last year with some succesfull campaigns, others not.

What determines my successful campaigns is the cost per post engagement (i do post engagement posts)

So sometimes its high cost, which means the ad will not run well, other times its low cost (means the audience are responding great, with a high relevance score)

But after sometime as we all know the cost goes up and i have to refresh the AD or change targetting.

Now adays I've been trying to post alot of different campaigns for the past 2 weeks with no succesful ADS and this is what i noticed:

The first hour or two of the AD (the cost starts at 0.20EGP for example, and goes down to 0.09EGP and i get alot of messages, phone calls, etc.. then SUDDENLY the next hours it went up until 0.70EGP with a relevance score of 5 instead of 10.

Whats wrong? why is this happening with all my ads? although they are very appealing and succesfull?

Here is a picture to clarify.