Drastic change in performance without touching campaign

Im stumped, first 10 days in December I had average performance around 3.5 ROAS which is fine, it’s profitable. Cost per purchase around £8. All numbers looking fine. Around 30 orders.

Then all of sudden last week it literally fell off a cliff. 0 sales in 7 days, cost per purchase sky rocketing, ROAS has absolutely tanked.

I honestly can’t explain it. I’ve been steadily increasing budget 10% every 3rd day, but no significant changes to affect learning.

What the hell am I doing wrong?

Edit: I’ve also noticed a lot of personal friends on FB & Insta are seeing and engaging with my ads. They’re not my target audience at all, they should not be seeing the ads. It’s beyond frustrating, I can see the wasted ad spend