FB ad reach goes up but likes go down

Hi guys, nice to be here, i'm not a seasoned professional but i have some experience in FB ads,

so i have started a new business, a Korean beauty shop and started running ads for it,in the beginning it was marvelous i was getting a cost per like of 0.03 (it's fairly cheap where i live) and i was getting massive amounts of page likes from it, like 300-400 daily.

Then, the strangest thing happened, likes just kept going down and down, i mean for example i was getting 300 likes for 5$ and then the next day it was 150, then 70, and now i'm just barely getting any likes with even double the budget, but the strangest thing is that the reach keeps going up, so reach is going up and the likes are going down, is this saying something to you?

The frequency is at 1.2, and potential audience is at 220k.

I tried changing the image, the text, running brand awareness ads with same creative but nothing, it just keeps going down, have you ever had such an issue? what can it be?

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