Facebook provides a feature called multi-advertiser ads. This feature attempts to group similar ads together. Facebook believes that some users scroll through their feeds with a strong “shopping mindset.” They want to show multiple ads to these users at once. In theory, this might boost exposure and reach. However, in practice, many advertisers find that this approach lowers the quality of impressions.
When you create or edit an ad, you might see the multi-advertiser ads option automatically enabled. Facebook marks it as a recommended setting. If you leave it on, your ads may appear beside other ads. For example, you might see a carousel of ads in feeds. On stories and reels, you might see several ads on a single screen. Facebook thinks this approach captures high-intent users who are ready to buy. But data often suggests otherwise.
We consistently turns this feature off. We have tested ads with and without multi-advertiser mode. The results show that while impressions and reach increase when the setting is on, the quality of those impressions decreases. In simpler terms, your ad might get shown to more people, but those people engage less. They might scroll past your carousel of ads without clicking or converting.
Imagine a user scrolling through their feed. They see a cluster of ads in one place. Instead of focusing on your single message, they see many competing ads. In that crowded environment, your ad struggles to stand out. The user’s attention splits. They may not explore that carousel. They may not swipe through those multiple ads. They might just skip the entire block.
Because of this, it often makes sense to turn the multi-advertiser ads feature off. By turning it off, you give your ad a chance to stand alone. Your message appears without direct competition on the same screen. A single, clearly visible ad often outperforms a block of multiple ads that compete for attention at once.
There is another important point to keep in mind. Multi-advertiser ads settings sometimes revert when you edit campaigns or ad sets. For example, if you make changes to targeting or copy, Facebook might re-apply the recommended settings. After you finish editing, always double-check the multi-advertiser ads box. Confirm that you have turned it off again. This small step prevents unwanted changes from creeping in.
Use a simple workflow to manage this setting. When you build a campaign, locate the multi-advertiser ads checkbox. Untick it. Proceed to set your budget, creatives, and targeting as normal. Before you publish your campaign, review the settings one last time. Make sure multi-advertiser ads remain off. If you edit the ads later, repeat this process. This ensures that you maintain control over your ad placement.
By following this approach, you maintain a cleaner and more focused ad environment. You serve your message to users without forcing them to compare multiple ads at once. You increase the chance that your audience sees and appreciates your offer. You avoid flooding their screens with several ads at once, which can lead to confusion or disengagement.
In summary, multi-advertiser ads may seem appealing at first glance. They promise more impressions and broader reach. However, experienced advertisers find that quality matters more than quantity. The “shopping mindset” that Facebook tries to leverage does not always translate into better conversions. By turning off multi-advertiser ads, you can preserve the integrity of your ad placement. You present your message to users in a simpler, less crowded environment. This often leads to higher-quality engagement and better results for your campaigns.
Always remain vigilant. Facebook likes to recommend certain features by default. If you know that a recommended feature does not help your goals, be sure to override it. Check your settings often. Make sure that multi-advertiser ads stay off if that is your chosen strategy. With a careful approach and regular review, you can maintain control over your ad placements and continue to produce strong performance across your Facebook campaigns