Video, Facebook Ads

3 Ways To Keep Ad Costs From Rising When Your Audience Gets Saturated

When you run ads on Facebook and Instagram, you'll notice that even the best-performing ad will slowly perform worse and worse over time. Watch to learn why this is, along with 3 things you can do to keep your costs down!


If you've been running ads on Facebook for a while, you might have noticed that over time your cost slowly goes up. This is especially likely if your budget is quite large or the audience size you're targeting is quite small. For example, you're targeting just one city.

What's happening here is market saturation. In the beginning, Facebook finds all of the lowest hanging fruit for your audiences. They're able to find the people that are the best quality and that will resonate with your ads the most and as time goes on, it becomes harder and harder to find quality audiences for you because they've already found them.

Here are three things that you can do to help keep your costs down on Facebook and Instagram.

The first one is to change up your creative. You should be changing up your creative regularly to keep your ads fresh and to help keep your costs down. Your creative is your videos, images, and your copy or text that is in your ads.

The second thing that you can try is expanding your audiences. So, if you are targeting a 1% look-a-like audience, you can try to expand that to a 3% or maybe a 5% audience to make that a bit bigger and allow Facebook to have a larger audience to pull from. If you are using interest audiences, you can try adding a bunch more relevant interest audiences in to expand that bigger or you can also try to just remove interest targeting and target broadly.

Lastly, something you can try is a different objective type. If you've only been running conversion campaigns, Facebook is only going to show your ads to people that it thinks are likely to make conversions, and there might be people out there that are not likely to make conversions. They don't convert a lot on websites, but maybe your offer is just really great for them and it would just really resonate with them and they would convert for you. They're not going to be shown that conversion ad, but if you switch over to a traffic campaign or an engagement campaign or a reach campaign, you might be more likely to reach them.

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About Leah Mazur

Leah has worked in digital marketing for 9 years. She consults for clients on digital advertising and teaches marketing workshops across Canada.
  • Montreal, Canada
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