I believe your 1st ads do show provide something free that is why the click through rate is higher . Or maybe your ads for the 1st one been using all your budget that is why second ads not working because of out of budget?
I think that Facebook advertising comparison requires an examination of the ways that it helps your business. For example, if you want to increase sales through your business's website, a simple before-and-after comparison of your sales figures can tell you how valuable your Facebook advertising campaign was. But your advertising campaign instead might aim to generate intangible value, such as word-of-mouth, requiring you to use less tangible data to attribute value.