Question

Is it better to reuse the last years ad campaign and just create new ad sets within the old campaign even though its been 300 ish days since it was active.

Or..... even just turning on the old campaign/ ad sets from the previous year and letting it pick up where it left off...

Or.... do you duplicate the old campaign, but if you do that do you lose the data that it collected.

Or.... is better to start a new campaign?

Answer 1

It’s better to create a new campaign using the top-performing elements from last year, rather than reactivating or reusing the old one directly. Here’s a breakdown:

Best Practice: Duplicate the Old Campaign, Then Update

Why because Meta’s learning phase and delivery algorithm rely on recent activity. A campaign inactive for ~300 days is likely "cold" and won’t perform efficiently.

Duplication keeps the historical structure, but gives Meta a fresh start for optimization.

You don’t lose historical data—the old campaign’s performance still shows in Ads Manager for reference.

Avoid These:

Reactivating Old Campaigns/Ad Sets Directly

 → Meta may struggle to optimize after long inactivity, and performance could tank.

Creating a Completely New Campaign From Scratch

 → Only do this if the strategy or offer has changed significantly. Otherwise, you're starting from zero.

Tip:

When duplicating, update:

• Audiences (exclude past buyers if needed)
• Creatives (refresh slightly to avoid ad fatigue)
• Budget strategy (based on current performance trends)