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Why I Don't Turn Facebook Ads Off

#Online Advertising
2025-10-21 14:448 min read

Content Introduction
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In this video, the speaker discusses effective ad management strategies, emphasizing the importance of not turning off any ads. They share insights based on experiences with agency clients and personal students that demonstrate success when a high volume of ads remains active, allowing Facebook's algorithm to optimize performance. The speaker uses analogies and metaphors, including one related to military training, to illustrate how removing ads can disrupt performance and undermine overall effectiveness. They elaborate on how to manage ad campaigns, suggesting that it may be more beneficial to keep all ads running, irrespective of individual performance, and letting the algorithm decide which ads to promote. The speaker concludes with an invitation for mentorship and guidance for viewers interested in improving their ad strategies.

Key Information

  • The speaker emphasizes the importance of not turning off ads in Facebook ad accounts to maintain overall performance.
  • They advocate for leveraging a single campaign strategy per business objective, known as CBO (Campaign Budget Optimization).
  • Turning off ads disrupts the ecosystem and can lead to poorer overall results.
  • Even underperforming ads can contribute positively to the overall performance if they are retained.
  • The speaker suggests a strategy of allowing Facebook's algorithm to manage ad allocations rather than micromanaging single ads.
  • Successful ad campaigns have been correlated with consistent spending and allowing the algorithm to optimize ads based on engagement.

Timeline Analysis

Content Keywords

Ad Library Strategy

The speaker emphasizes the importance of not turning off ads in a campaign, highlighting a strategy of maintaining a large pool of active ads (700 to 1,000) to optimize performance. This includes leveraging Facebook's automated systems to manage and allocate ad spending without manual interference.

Campaign Structure

The video discusses structuring advertising campaigns around specific business objectives using a CBO (Campaign Budget Optimization) strategy. It emphasizes launching one campaign per business goal and scaling according to market needs.

Ad Performance Management

The speaker shares insights on ad performance management, stating that many campaigns experience fluctuations due to the removal of ads. They encourage keeping underperforming ads active until clear performance metrics justify turning them off.

Creative Optimization

The speaker notes that ad creatives should be evaluated based on performance statistics rather than personal biases about what looks good. It's essential for Facebook to optimize ads for the best results.

Human Error in Media Buying

The speaker mentions how reducing human intervention in the ad management process can lead to better results. By allowing Facebook to optimize ad spending based on engagement metrics, advertisers can improve overall performance.

Media Buying Approach

The approach discussed involves automating tasks, minimizing the need for micromanagement, and trusting Facebook's algorithms to optimize performance through strategic ad placements.

Related questions&answers

What is the main strategy discussed for managing ads?

The main strategy is to not turn any ads off and to allow all ads to continue running, which helps to build an extensive ad library.

How are ad libraries built up according to the speaker?

Ad libraries can be built by consistently launching new ads and not deactivating underperforming ads, allowing Facebook to optimize the campaign effectively.

What is the importance of Facebook's ad algorithm in this strategy?

Facebook's ad algorithm is trusted to optimize performance based on engagement, allowing it to allocate budget to ads that are likely to convert.

What does the speaker advise against doing with underperforming ads?

The speaker advises against turning off underperforming ads, suggesting that they can still contribute positively to the overall performance of the ad account.

What analogy does the speaker use to explain ad management?

The speaker uses the analogy of carrying boats during a Navy SEAL training to illustrate how performance can be affected by the number of people (ads) contributing to the workload.

What should be done when launching new ads that don’t perform initially?

When launching new ads that don’t perform initially, the advice is to keep them running for a certain period before evaluating their performance.

How does not managing ads daily impact account performance?

Not managing ads daily can lead to better performance, as micromanaging can disrupt the natural optimization process.

What do clients and students reportedly experience when they follow this strategy?

Those who follow this strategy report seeing better performance results in their ad accounts.

What is the recommended approach to ad budgeting according to the speaker?

The recommended approach is to upload new ads a couple of times a week and adjust budgets where necessary, without frequent micromanagement.

What performance drop is expected when turning off ads?

A significant performance drop is expected when continuously turning off ads, as it disrupts the ad ecosystem.

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