When it comes to Facebook Ads, small changes can have a big impact on performance. But tweaking something like targeting, placements, or ad copy directly in a live campaign can disrupt your results and make optimization harder.

That’s why the golden rule for Facebook Ads management is: don’t edit—duplicate.

In this post, we’ll explore why duplication is the smarter approach, how it keeps your campaigns on track, and how to implement this practice for maximum results.

Why Duplicate Instead of Edit?

1️⃣ Preserve Your Data

When you edit an active ad or ad set, it can muddy your performance data. By duplicating instead, you maintain a clean record of what worked and what didn’t. This makes it easier to analyze results and identify winning strategies.

Example:
If you’re testing a new headline in your ad, duplicating the ad set lets you compare the performance of the original and the new version side by side. Editing the original ad erases the data from the previous iteration, leaving you with incomplete insights.

2️⃣ Simplify A/B Testing

Duplication is the cornerstone of effective A/B testing. It allows you to isolate variables—like targeting, creative, or placements—so you can see exactly what’s driving results.

Example:
If you’re unsure whether a carousel ad or a single image ad will perform better, duplicating the ad set and testing each format against the same audience ensures a fair comparison.

3️⃣ Avoid Resetting the Learning Phase

Facebook Ads rely on the learning phase to optimize delivery and performance. When you make changes to an existing ad set, the learning phase resets, disrupting ad delivery and potentially decreasing performance.

By duplicating, you create a new ad set without impacting the performance of the original. This ensures continuity while allowing you to experiment.

How to Duplicate Like a Pro

Follow these steps to duplicate your Facebook Ads without disrupting performance:

Step 1: Identify the Change You Want to Test

Before duplicating, pinpoint what you want to test or adjust—whether it’s a new audience, placement, or creative.

Step 2: Duplicate the Ad Set or Ad

• Go to Ads Manager and select the ad set or ad you want to duplicate.
• Click the Duplicate button.
• Choose whether to duplicate into the same campaign or create a new one.

Step 3: Make Your Changes

After duplicating, apply the changes you want to test in the new version. For example:

• Adjust targeting to a new audience segment.
• Experiment with a different headline or call-to-action.
• Test alternate placements, like Stories instead of News Feed.

Step 4: Monitor Performance

Run the duplicated ad set alongside the original to compare performance metrics. Look at key indicators like CTR, conversion rates, and cost per result to determine which version performs best.

Best Practices for Duplicating Ads

• Start Small: Don’t test too many variables at once. Stick to one change per duplication for clear insights.
• Track Carefully: Use naming conventions to differentiate between original and duplicated ad sets (e.g., “Ad Set 1 – Original” vs. “Ad Set 1 – New Targeting”).
• Be Patient: Allow enough time for your duplicated ad set to gather data before drawing conclusions.

Let’s say you’re running an ad targeting a broad audience with a single image creative. You wonder if narrowing the audience to a specific interest group and switching to a carousel ad would improve performance.

Instead of editing the original ad set, you duplicate it. In the duplicated version:

• Adjust the targeting to your chosen interest group.
• Replace the single image creative with a carousel ad.

After a week, you compare the results. The duplicated ad set delivers a 25% higher CTR and a 15% lower cost per result, proving your hypothesis. Because you duplicated instead of edited, you preserved the original ad’s performance and learned something valuable for future campaigns.

Duplicating instead of editing is a simple yet powerful strategy for improving Facebook Ads management. It keeps your data clean, streamlines A/B testing, and ensures your campaigns stay optimized without interruptions. Ready to take your Facebook Ads to the next level? Let us help you create, test, and scale campaigns that drive real results. Contact us today to learn how our team can transform your ad performance.