There’s a good chance you’re destroying wealth on Facebook Ads. And it revolves around a single mistake: creating a brand-new post for an ad, instead of using an existing post.
When you create a brand-new post for an ad, the social proof that has gathered on your existing post goes unused.
Here's an example of an upcoming concert ad for Vivo Beach Club. If we decided to create a new ad from scratch, we'd be missing out on the momentum from the 240 reactions, 17 comments, and 16 shares in the existing post.
That’s not even the worst part. The worst part is that you’re wasting the social proof you're gathering on the ad itself, since it won’t stay on your company page once you deactivate it.
For reference, here's where you have to click on Facebook's Ad Manager: