Audience Overlap Killing Performance

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You’re basically bidding against yourself if you run the same pool on FB + IG. Best move is to split placements into separate campaigns, then exclude audiences across each one so you don’t keep hammering the same users. I usually break it down by device/age and let the algo optimize clean. Also tailor creatives per platform—IG wants quick native content, FB handles longer copy. Once you separate and exclude properly, costs stabilize and ROAS improves.
 
Split campaigns by platform, don’t mix the same audience in FB + IG.
 
Try layering interests or lookalikes differently to reduce cannibalization.
 
When running FB and IG simultaneously for one file, it is easy for advertising competition to occur. You should segment your campaign by display location to better control costs. Additionally, you can segment your file by engagement and use the exclusion option to avoid overlap.
 
Darkspire said:
Running FB + IG campaigns to same audience, costs spiking and conversions low. How do you split or layer audiences to avoid cannibalization?
Click to expand...
You should avoid running both to the exact same audience. Try splitting by placements, lookalike levels, or funnel stage (e.g. IG for top of funnel, FB for retargeting). This way they complement instead of competing.
 
Most likely, your campaign is still in the learning phase, so evaluating it right now won’t be very objective. It’s best to split it into two separate campaigns — one on Facebook and one on Instagram. That way, you can clearly see which platform performs better and optimize accordingly.
 
To reduce the frequency of repeat impressions you need to expand your targeting locations, target the entire country instead of specific regions, increase the age targeting, etc.
Darkspire said:
Running FB + IG campaigns to same audience, costs spiking and conversions low. How do you split or layer audiences to avoid cannibalization?
Click to expand...
 
Test running one platform at a time to see which audience performs best before layering
 
Use separate ad sets for each platform or layer interests to reduce overlap, it usually drops costs and improves conversions.
 
Split FB and IG into separate ad sets, then exclude each other’s audiences to prevent overlap.
 
Use Audience Insights to find shared segments and remove them from one platform’s targeting.
 
Darkspire said:
Running FB + IG campaigns to same audience, costs spiking and conversions low. How do you split or layer audiences to avoid cannibalization?
Click to expand...
Create lookalikes from different seed lists so FB doesn’t chase the same users across both.
 
Test platform-specific creatives since IG visuals often outperform FB text-heavy ones.
 
Darkspire said:
Running FB + IG campaigns to same audience, costs spiking and conversions low. How do you split or layer audiences to avoid cannibalization?
Click to expand...
Layer interests or behaviors differently per ad set to diversify reach.
 
Exclude recent engagers or site visitors from cold campaigns to avoid duplication.
 
Run one campaign per funnel stage so warm and cold traffic don’t compete.
 
Use the “audience overlap” tool in Ads Manager to check duplication rates before launching.
 
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