Ad fatigue kills performance. Fast. But instead of endlessly relaunching campaigns, we use a tight, scalable Meta structure that keeps things fresh without overcomplicating. Here’s how we do it:

1. Split CBO for Stability

Run your top ads in a Campaign Budget Optimisation (CBO) campaign, but split them across 2-3 ad sets.

  • Assign each a minimum spend (e.g. £100/day)
  • Prevents Facebook from dumping all budget into one fading ad set
  • Keeps volume steady when performance shifts

This setup helped one of our retail clients scale from £2k/day to £6k/day without spiking CPAs.

2. Promote New Winners Weekly

Every 3-4 days, review your testing campaigns.

  • Move new winners into your CBO rotation
  • Retire underperformers before they drag down results

It’s a simple rhythm: test, promote, repeat. Keeps your best ideas in front of fresh eyes.

3. Recycle “Failed” Ads

Set up a low-cost Advantage+ Shopping Campaign (ASC) with a cost cap.

  • Drop in creative that missed in testing
  • Minimal risk, easy incremental lift

We’ve seen a 10-15% revenue bump from ads we nearly killed off.

Why It Works

  • Simple: Easy to manage, even at scale
  • Measurable: Clear structure for testing and scaling
  • Repeatable: Works across accounts, verticals, and budgets

If your ads keep stalling out, you don’t need more tricks – you need a system. This one works.

Shoutout to Ben Radack on this one!

Topics
PPC Optimisation
Christian Horne
Written by

Christian Horne

Founder of HOC. Almost a decade in paid media, managing multi-million-pound budgets across B2C and B2B. Lives in Lancashire, hates fluff.

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