Question

Does anyone have experience switching on ads (already created ones, but turned off from the start) in an ad set, does it reset the learning phase?

I made about 7 creatives when creating ad sets for my campaigns but only turned on 3-4 of them per ad set per campaign from the start. Does switching on the other ones reset my learning phase progress? I think I can improve performance by switching on the other ones but don't want to do it at the expense of re-entering the learning phase.

So to clarify, these won't be duplicate ads or new ads from scratch that are being added in the ad set, just already existing ones that would be turned on.

Answer 1

No, switching on existing ads within an ad set does not reset the learning phase for the entire ad set.

- When you turn on previously created (but paused) ads, Meta treats them as part of the original ad set structure.

- Each individual ad will enter (or resume) its own learning phase, but the ad set itself will not reset unless you make major changes (like new audience targeting or budget structure).

So you're safe to test those extra creatives without restarting progress across the whole ad set.

If performance is starting to plateau, gradually turning on 1–2 new creatives at a time allows you to test fresh variations without disrupting what's already working. Just give each new ad a few days to gather data.