To Kill or Not to Kill your Facebook Campaign: 15 Reasons Why

Prakhar Gupta
The Startup
Published in
10 min readJul 28, 2019

A lot of marketers give up way too soon. We spend a few dollars, don’t see any result and shut down the ads.

What we need to understand is FB works on data. It combines machine learning and our inputs to the campaign to find the most appropriate user for your ads and the action you want them to take.

Facebook constantly learns from your data.

The more you give to Facebook, the more it gives back.

The mantra behind this article is to be patient & have confidence in your & Facebook abilities (more the latter)

Just like trading, only a couple of indicators are enough to make a decision. However, when in confusion it always good to check others. Here’s 15 of them!

Essentially, there are 3 components to a campaign

  1. Creative
  2. Targeting
  3. Landing page (websites, chatbots, Lead form)

The parameters listed below will help you better understand your setup & how to correctly view it before calling it quits



If it’s making you money, don’t kill it

What if it’s not making you money or it’s making you less than other ads?

2. Relevance Score — First Indicator *Legacy*

According to Facebook: “Your relevance score estimates how well your ad is resonating with the people you want to reach. The higher your ad’s relevance score, the better it’s considered to be performing.”

Facebook rates your ads on a scale of 1–10.

10/10 Relevance Score. Definitely a keeper!

This is always the first parameter I look at when deciding if the ad’s need to be killed.

Anything less than 5 is a matter of concern, telling me that I need to improve either of the 3 components.

However, Facebook shows you the Relevance Score only after…

Prakhar Gupta
The Startup

Marketer, Occasional Traveler, Part-time fun haver //Director Excelerate Communications (We run ads)