Why Facebook Ads Suddenly Stop Working and How to Fix it

This article makes you understand the causes of Facebook Ads malfunction and gives you practical steps on how to fix it.
Facebook Ads
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ARE YOU READY TO SKYROCKET YOUR

BUSINESS GROWTH?

Facebook ads can feel like a rollercoaster. One day, you’re cruising with a 5x ROAS, and the next, your performance tanks for no obvious reason. You tweak the targeting, refresh the creatives, and still, nothing. But what if the solution isn’t about starting from scratch?

What if the fix is as simple as duplicating a campaign you’ve already run? Let’s break down why this counterintuitive tactic works and how you can use it to get your ads back on track.

 

Why Facebook Ads Suddenly Stop Working

Facebook ads malfunction

Before diving into the solution, it’s worth understanding why ads underperform in the first place. It’s rarely just one thing. Here are some of the usual suspects:

  1. Ad Fatigue


    Your audience has seen your ad too many times. They’re bored, and engagement drops. Refreshing the creative or duplicating the campaign can reignite interest.

  2. Algorithm Glitches


    Facebook’s machine learning isn’t perfect. Sometimes, it gets “stuck” in a loop, optimizing for the wrong metrics or audiences. Duplicating a campaign can reset the algorithm.

  3. Competitors Stealing the Spotlight


    A competitor launches a new product or runs an aggressive ad campaign, pulling attention away from your ads. Staying proactive with campaign updates can help you stay competitive.

  4. Seasonal Shifts


    Consumer behavior changes with seasons, holidays, or trends. What worked last month might not work now.

 

The Counterintuitive Fix: Duplicating Campaigns

Here’s where things get interesting. Instead of scrapping everything and starting over, try duplicating a campaign that previously performed well. Here’s why this works:

  • Resets Facebook’s Algorithm


    Facebook’s machine learning can sometimes get “stuck” optimizing for the wrong thing. Duplicating a campaign forces the algorithm to start fresh, often leading to improved performance.

  • Preserves What Works


    By duplicating a winning campaign, you keep the core elements that drive success—like your targeting, creatives, and audience—while giving the system a chance to recalibrate.

  • Helps Diagnose the Problem


    If the duplicated campaign performs well, the issue likely wasn’t with your ad creative or targeting. If it still underperforms, you know it’s time to rethink your approach.

 

How to Duplicate a Campaign (Without Wasting Budget)

  1. Find a Winning Campaign


    Look through your Ads Manager for a campaign or ad set that delivered strong results in the past. This is your starting point.

  2. Duplicate It


    In Ads Manager, select the campaign and click “Duplicate.” This creates a new version with the same settings.

  3. Make Small Adjustments


    Update the ad creative slightly (e.g., swap out an image or tweak the copy) to avoid ad fatigue. You can also adjust the budget or test a new audience segment.

  4. Launch and Monitor


    Run the duplicated campaign and track its performance. Compare it to the original to see if the issue was resolved.

 

If your Facebook ads are underperforming, don’t panic. Instead of starting over, try duplicating a campaign that worked in the past. It’s a simple, effective way to get your ads back on track—without reinventing the wheel.

 

Key Takeaways

  • Duplicating campaigns can reset Facebook’s algorithm, often leading to improved performance.
  • It’s not just a quick fix—it’s a way to preserve what works while diagnosing issues.
  • Stay ahead of competitors by regularly refreshing your campaigns and monitoring their activity.

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