About managing ad volume

The original 11 ad objectives in Meta Ads Manager have been simplified into 6 to better align with your business goals. All the same functionality is available through additional settings. Starting from January 2024, you can no longer create, duplicate or import campaigns, ad sets and ads previously created with the original objectives. As soon as you transition from original to simplified objectives, make sure that you pause the campaigns, ad sets and ads that use original objectives to avoid running identical campaigns in parallel. Learn more about this update to the ad objectives.

The number of active ads in your ad account or from your Page plays an important role in achieving predictable, stable and optimised results.

Each time an ad is shown, our ads delivery system learns more about the best people and places to show the ad. The more an ad is shown, the better the delivery system becomes at optimising the ad's performance.

When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimise performance. In other words, too many ads can result in worse performance.

To achieve more predictable, stable and optimised results, advertisers should monitor active ad volume and ensure that they don't exceed the limit per Page on ads that are running or in review. Learn more about ad limits.

Testing new creative and marketing strategies is still important. However, advertisers should balance these tactics with ensuring that the delivery system has ample opportunity to learn about each ad.

Reducing ad volume can improve performance. The below tactics can help you to manage ad volume.

1. Combine ad sets. Combining ad sets will help you get the conversions that you need to exit the learning phase sooner.

• If reporting on results for each audience, combine ad sets and use breakdowns for granular reporting that doesn't sacrifice performance.
• If targeting small geographic areas, combine ad sets into larger geographical areas to aggregate conversions and delivery learnings across ad sets.
• If creating different ad sets for different placements, combine ad sets and use Meta Advantage+ placements (formerly known as automatic placements) and asset customisation. Asset customisation enables you to choose the ideal assets for each placement for a single ad.
• If creating different ad sets for different languages, combine ad sets and set multiple languages in a single ad set. If you're using Meta Advantage+ catalogue ads, you can create an Advantage+ catalogue ad for multiple languages and countries by adding a language and/or country feed to your catalogue.
• If advertising with unique creative per location, use segment asset customisation (currently in beta with API support only).

2. Decrease ads per ad set. Testing creative is essential for improving performance over time, but you should do so in ways that are replicable and more effective.

• Use split tests to find the best creative before you scale. Split tests are more indicative of future performance than scaling with too many creatives.
• Use six or fewer creatives per ad set. The delivery system favours ads with more delivery because conversion predictions are more accurate. Once you've added more than six ads, there is little marginal benefit.
• If testing multiple text variants, use multiple text optimisation. One ad with multiple text optimisation is usually more effective than multiple ads without multiple text optimisation, because it enables the delivery system to automatically optimise for the performance of each ad impression.
• If testing multiple creative variants, use dynamic creative. This lets our delivery system find the best creative to deliver for a given user – all while using just one ad.
• If testing multiple formats, use Advantage+ creative for catalogue. Advantage+ creative for catalogue helps you show people different ad formats and creative based on what they're most likely to respond to.

3. Use industry-specific solutions. Meta offers many solutions to meet industry-specific needs for high ad volume. With these solutions, you can use fewer ads while still promoting your whole product catalogue.

• If your aim is to raise awareness of several physical shops, use store location features to customise ads with local information and creative for each of your shops.
• If advertising many products to the same audience, use Advantage+ catalogue ads. Advantage+ catalogue ads enable the delivery system to automatically optimise the best products to show to each person.
• If advertising a high number of properties, combine ad sets and then use property ads to show people ads of the properties that they're most likely to buy.
• If advertising automotive inventory, use automotive inventory ads to promote your entire inventory of vehicles with fewer ads.

4. Turn off ads that aren't delivering. Advertisers are often more efficient in Meta Ads Manager when they turn off ads that aren't producing outcomes.

• Turn off ads that aren't receiving impressions. Active ads that haven't delivered in a few days are less likely to win auctions in the future.
• Turn off ads that aren't performing well. Use Ads Manager filters to find and turn off your worst-performing ads (such as those with the highest cost per result).
• Turn off ads that are learning limited. Ads that are Learning Limited aren't generating enough results to exit the learning phase. If you can't fix the issue, it's often best to turn off the ad.

• Big Barker: Consolidating Facebook ad account structure brings more sales.
• MoneyLion: Increasing app installs with a simplified Facebook ad campaign structure.
• Secret Entourage: Consolidating Facebook ad campaigns for greater sales.
• Tom Ferry: Boosting lead volumes with a simplified Facebook ad account structure.

• About maximum ad and ad accounts in Ads Manager
• About the learning phase
• Ad limits per Page