You can ask this about any coin as almost the entire crypto market has lost around 85% to 90% of its value since the last bull run.
But the price keeps falling, which makes me very confused
Prices keep falling because of the bearish market, every single coin is going down with the usual upward movement every now and then, but we can expect a shift in market sentiment in the long-term, so current prices shouldn't matter if you're going that route. About ADA, I would buy right now, I think there's potential to make decent profits in there. I'd probably go for a long-term strategy, though...