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The Power of Minimalism in Facebook Ads

Published on: November 17 2023 by Ash Davis

The Power of Minimalism in Facebook Ads

Table of Contents:

  1. Introduction
  2. The New Facebook Ad Update
  3. Understanding Ad Limits
  4. The Impact on Advertisers
  5. Facebook's Algorithm and Personalized Ads
  6. The Problem with Running Too Many Ads
  7. The Implementation of Ad Limits
  8. How Ad Limits Help Improve Results
  9. Focusing on Quality over Quantity
  10. Using CBO Campaigns for Better Results
  11. The Outcome: Running Less Ads, Spending More Wisely
  12. Conclusion

The New Facebook Ad Update: Running Quality Ads with Optimized Results

In recent times, Facebook has introduced a significant update to its advertising platform that affects advertisers worldwide. This update, announced on September 9th, 2020, revolves around the implementation of ad limits. In this article, we will delve into the details of this new update and explore its impact on Facebook advertisers.


Facebook constantly strives to enhance its ad platform to provide advertisers with better results and optimized ad delivery. The introduction of ad limits is a continuation of a previous announcement made in October 2019. Ad limits are determined based on the size of your Facebook page, which correlates directly with your monthly advertising spend. Essentially, the less you spend on Facebook ads, the fewer ads you will be able to run simultaneously.

Understanding Ad Limits

To delve deeper into this update, it is crucial to grasp the concept of ad limits. Ad limits highlight the number of ads you can run at any given time, depending on the size of your Facebook page and your advertising budget. By regulating the number of ads advertisers can run concurrently, Facebook aims to optimize ad performance and ensure better ad delivery to the right audience.

The Impact on Advertisers

This update has significant implications for Facebook advertisers. Traditionally, advertisers would test multiple ads simultaneously to determine the most effective ad angles, creative elements, and target audiences. However, this practice has caused an overflow of ads, saturating Facebook's ad inventory and limiting ad optimization capabilities. Facebook discovered that a considerable number of ads failed to exit the learning phase due to excessive testing.

Facebook's Algorithm and Personalized Ads

Facebook's algorithm has made tremendous strides in recent years, becoming highly proficient in identifying the most suitable potential customers for advertisers. Even with broad targeting, Facebook can accurately identify the right individuals for your ads, resulting in improved conversion rates and better overall performance. The algorithm continually learns more about the best people and places to display the ads, enabling advertisers to achieve more predictable and stable outcomes.

The Problem with Running Too Many Ads

While advertisers have historically employed the strategy of testing numerous ads to identify the top performers, Facebook's ad space has become limited. Consequently, running an extensive array of ads simultaneously hampers Facebook's ability to optimize ad performance effectively. The delivery system distributes ad impressions less frequently, leading to prolonged learning phases and suboptimal results.

The Implementation of Ad Limits

Recognizing the challenges brought on by an overload of ads, Facebook has embarked on implementing ad limits. This change offers a solution to the inefficiency resulting from excessive testing. By restricting the number of ads each page can run simultaneously, Facebook aims to alleviate the strain on its ad inventory, leading to enhanced ad optimization and improved overall performance.

How Ad Limits Help Improve Results

The implementation of ad limits encourages advertisers to focus on quality over quantity. Rather than inundating the platform with numerous ads, advertisers are urged to run a select few high-quality ads that have a higher probability of yielding favorable results. Reducing the number of ads enables Facebook to allocate more budget to each ad set, thereby increasing the likelihood of ad sets exiting the learning phase and generating conversions.

Focusing on Quality over Quantity

The key takeaway from this update is that advertisers should prioritize running fewer ads of superior quality. By concentrating on ads that have proven to be effective or have been tested in other marketing channels, advertisers can harness the platform's power better. This shift encourages advertisers to adopt a more thoughtful and strategic approach, rather than casting a wide net with numerous ads.

Using CBO Campaigns for Better Results

Facebook's Campaign Budget Optimization (CBO) feature plays a crucial role in implementing these changes effectively. Despite initial reservations about its effectiveness, CBO campaigns have demonstrated their capability to deliver improved results over time. By using CBO campaigns or running a few different ad sets simultaneously, advertisers can streamline their efforts and maximize their ad budget.

The Outcome: Running Less Ads, Spending More Wisely

Ultimately, the purpose of this update is to encourage advertisers to run fewer but higher quality ads. By focusing on ads with a greater likelihood of success and allocating more budget to them, advertisers can achieve better overall results. Implementing these changes can result in improved ad performance, enhanced predictability, and a more effective allocation of advertising budget.


The new Facebook ad update prompts advertisers to adopt a more streamlined and strategic approach to advertising. By emphasizing quality over quantity and embracing ad limits, advertisers can achieve better results and optimize ad delivery. Advertisers are urged to adapt their strategies and take advantage of Facebook's algorithm, personalized ads, and the benefits of running fewer, more targeted ads.

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