Wreck Your Facebook & Instagram Ad Performance IF You Overlook This Mistake

If you’re copying ad sets in Meta Ads, there’s one hidden setting that can hurt your results without you noticing. 

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I’ll show you a real example from a client where a small mistake led to lots of bad leads and poor performance. You’ll learn exactly what to check so Meta doesn’t automatically change your targeting. 

I’ll also explain when Advantage Detailed Targeting can make things worse, how to protect your best audiences, and why Meta’s default settings might be hurting your funnel—even if everything else looks good. This one small fix can help keep your ads working well, especially if you already found what works. 

Watch this episode on YouTube!

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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

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Episode Transcript

Speaker 1 (00:00):
will avoid making the same mistake that wrecked

(00:02):
performance in one of myclient's ad accounts, and this
mistake, unfortunately, can bemade each and every time you
duplicate an ad set.
Now, when do you duplicate adsets, you might ask.
I'll tell you the exact mistakein a moment, but let me give
you some context.
When would you duplicate adsets?
Well, one situation and this isthe worst, when the mistake

(00:25):
screws us up is when you have anad set that's performing well
and you want to rapidly scale upthe ad spend.
Or you just have an ad setthat's performing well and you
want to duplicate its setup andthen add in new ads.
This setting, meta, is turningon automatically in more and

(00:45):
more accounts.
I've seen it in my clientaccounts.
It wrecked this specificclient's performance and, well,
I don't want it to hurt yours.
So here's the context thisclient had hired me to train
someone on their team to run ads, and I did so.
I managed their ads for fourmonths three months, actually,

(01:07):
sorry and successfully trainedtheir team member to run the ads
.
So then we stopped working.
So then we stopped working witheach other.
Less than two months later, Igot an email saying Kwejo, can I
consult with you.
And then another email sayingKwejo, our ad performance has
gone south.
Can you resume ads management?

(01:27):
The audiences are messed up,we're getting leads that are not
qualified and we're getting allsorts of different leads than
we were getting.
Like Quajo, please help.
And so right now, yesterday, atthe time of the recording of
this video, I went ahead andresumed ads management for this
client to help train the teammember again and specifically

(01:48):
fix the ad performance.
And here is exactly the issuethat I discovered.
Please look out for this eachtime that you duplicate an ad
set.
So right now, we're in theaccount and watch what happens.
This we're going to say, well,not going to say this is a high

(02:10):
performing ad and I want toduplicate it to increase the ad
spend.
So what do I do?
So for this client, that leadcost is a great lead cost and
working wonderfully well fortheir business.
They do a great job ofconverting new leads into new
clients right away.
And the client wanted this oneduplicated.

(02:32):
So I just go ahead and clickduplicate here.
Go ahead and issue right hereunder audience.
Now see this advantage plusaudience.
We have not chosen an advantageplus audience, which is very

(02:57):
good in certain circumstances.
Now let me show you what metaautomatically turned on.
See how meta turned onadvantage detailed targeting.
That wrecked performance.
And why did it wreckperformance?
Let me explain what's happeninghere Now.

(03:20):
Here's the difference betweenadvantage detailed targeting
audiences and the regularaudience setup.
When you choose targeting formeta ads, it's like guardrails
saying show my ads to peoplewithin these guardrails, within
this targeting audience meta andnobody outside audience meta

(03:48):
and nobody outside.
Now, when advantage detailedtargeting is on, because meta
thinks it knows better and insome cases it does it sees those
guidelines as fuzzy as more asrecommendations really, and it
will show ads to people outsideof those guidelines when it
feels, when it feels appropriate.
Okay.
But this is an issue,especially if your business

(04:11):
already has dialed in the kindof targeting that converts into
clients.
If you tell Meta target thisset of people because you've
already done your testing andyou know that this certain set
of people convert into clientsor sales for you, well, great.
But sometimes when Meta canexpand that audience, it will go

(04:32):
and expand the audience topeople who are not converting
into sales.
And that's what happened for myclient.
All of a sudden they weretargeting a certain set of
people and they noticed that theleads that were coming in
because my client is convertingpeople into sales by doing sales
calls right really quicklyafter somebody becomes a lead

(04:53):
they noticed that, all of asudden way, different kind of
people were coming onto theiremail list and sales went down
down.
And so in this case you have tobe careful especially if you've
done the hard work of figuringout your targeting and you know
what kind of targeting works tolook at the screen Now, every
time you duplicate an ad set orset one up from scratch, look at

(05:17):
that advantage, detailtargeting setting and make sure
that it is off.
Then come up here and make surethat this advantage plus
audience setting is indeed noton Again.
If you see that it's giving youthe option to choose it, then
you know it's not on.
The key takeaway here iswhatever the setup for your ad

(05:41):
set that was working before, youneed to double check that that
same setup is applied to the newad set that you're setting up,
either from scratch or becauseyou duplicated the old ad set.
Okay,