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Effective Strategies: Facebook Ads in 2023

Published on: November 17 2023 by Nick Theriot

Effective Strategies: Facebook Ads in 2023

Table of Contents

  1. Introduction
  2. When to Turn Off a Facebook Ad a. Campaign Level b. Ad Set Level c. Ad Level
  3. Managing Campaigns at the Campaign Level
  4. Managing Ad Sets at the Ad Set Level
  5. Dynamic Creative Testing a. Conditions for Turning Off DCT Ad Sets b. Extracting Winning Variations c. Moving Winning Ads to the Main Ad Set
  6. The Falling Knife Effect
  7. The Importance of Leaving Ads On
  8. Prioritizing Testing and Finding New Winning DCTs
  9. Conclusion

When to Turn Off a Facebook Ad

In the world of digital advertising, knowing when to turn off a Facebook ad can be essential to the success of your campaign. Whether you're a seasoned advertiser or just starting out, understanding the right time to make this decision can help optimize your ad spend, improve performance, and drive better results. In this article, we'll explore when to turn off a Facebook ad at different levels of your campaign structure, from the campaign level to the ad set level and ad level. So, let's dive in and uncover the best practices for maximizing your Facebook ad performance.


Before we delve into the specifics, let me give you a brief overview of who I am and why I can provide valuable insights into optimizing Facebook ads. My name is Nick Theriot, and I run a Facebook ads agency. With over 16 million dollars in online revenue generated through Facebook ads, I have gained extensive expertise in running successful campaigns. As an experienced advertiser, I also coach and mentor students, guiding them to achieve remarkable results. If you're interested in collaborating or learning more about my services, feel free to click the links below.

Managing Campaigns at the Campaign Level

At the campaign level, it's crucial to have a strategic approach to when and why you turn off an ad. In general, it is recommended not to turn off entire campaigns unless there is a significant change in your business objective. This means that you should avoid creating multiple campaigns within a single business objective. Instead, focus on using just one campaign per objective and adjust the budget accordingly. Whether you need to increase or decrease the budget, stick to modifying the existing campaign without duplicating it. By following this approach, you can simplify your campaign management and avoid confusion.

Managing Ad Sets at the Ad Set Level

Moving down to the ad set level, the decision to turn off an ad set requires thoughtful consideration. Typically, you would have a main ad set that serves as your primary targeting outlet. This main ad set should remain active as long as it continues to meet your performance goals. However, certain circumstances may call for turning off an ad set. For example, if you're targeting both males and females and notice that one gender is performing significantly better than the other, it may be wise to turn off the underperforming ad set. In such cases, you can duplicate the main ad set and adjust the targeting to focus solely on the better-performing gender.

Dynamic Creative Testing

Dynamic Creative Testing (DCT) allows you to test multiple variations of your ads simultaneously, giving you valuable insights into which combinations perform best. Turning off DCT ad sets is based on specific conditions. For instance, if a certain variation fails to generate a significant impact on your business after a few days, it may be considered a loser. In this case, it is recommended to turn off the ad set and reassess your approach. Conversely, if a variation performs exceptionally well and exceeds the performance of your main ad set, you can extract the winning variation and move it to your main ad set. Once it has proven successful in the main ad set, you can then turn off the DCT ad set.

The Falling Knife Effect

In the world of Facebook advertising, the "falling knife effect" refers to the practice of constantly adding new ads and turning off top-performing ads in an attempt to catch a fleeting moment of success. This approach often leads to instability in performance and hinders your ability to scale and optimize your campaigns effectively. To overcome the falling knife effect and achieve stability and better results, it is recommended to leave all ads on and only turn off an ad if it is significantly underperforming. By adopting this approach, you can ensure stability, maximize performance, and save valuable time.

The Importance of Leaving Ads On

Leaving ads on, especially in the main ad set, is vital for maintaining stability and consistent performance. By keeping all ads running, you provide Facebook with the opportunity to optimize and distribute spend based on its algorithms. Additionally, leaving ads on allows for continuous data collection, which helps Facebook make informed decisions and deliver better results. The only time you should consider turning off an ad in the main ad set is when it has an excessively high cost per acquisition (CPA) that significantly deviates from your target. Otherwise, focus on finding new winning DCTs to improve overall performance.

Prioritizing Testing and Finding New Winning DCTs

To continually improve your campaign performance, it's important to prioritize testing new DCTs. By experimenting with drastically new variations and concepts, you can identify fresh winning combinations that drive better results. In the quest for optimal performance, it's crucial to stay curious, open-minded, and willing to take calculated risks. In this regard, I recommend watching my video on drastically new testing approaches, as it provides valuable insights into finding winning Facebook ads. By leveraging these testing strategies, you can unlock new opportunities and propel your campaigns to greater success.


Knowing when to turn off a Facebook ad is a crucial aspect of effective campaign management. By following the best practices discussed in this article, you can optimize your ad spend, improve performance, and drive better results. Remember to manage campaigns at the campaign, ad set, and ad levels strategically, prioritize stability and data collection, and continually test new variations to uncover winning combinations. By adopting a proactive and data-driven approach, you can stay ahead of the game and unlock the full potential of your Facebook advertising efforts.

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