Set up and launch target ads in FB, INST

Start a targeted advertisement from the Instagram page with a passage to the site.
Business: Gift sets for men.
There are two options for the target audience. At the start of the test, both showed good results.
After optimization and scaling, from 3.02 to 11.02 received:
171 applications for $1.72.
A daily budget is $36 (in average)
Geo : Ukraine
More detailed on the screen.