Solved: New product launch alongside existing campaign?

Hi there,

Thanks for reaching out! Happy to give you some initial thoughts on your question about launching a new product alongside a successful Advantage+ campaign. It's a great position to be in, but you're right to be cautious.

The short answer is yes, you should absolutely create a new campaign. But the reason why isn't quite what you'd think, and it opens up a bigger conversation about how to launch products properly on Meta without ruining what's already working. Let's get into it.

We'll need to look at the "Audience Overlap" Myth...

First off, let's tackle your main concern: your new campaign competing with the old one for the same audience. A few years ago, this was a genuine worry. You'd have multiple ad sets targeting similar interests, and you'd essentially be bidding against yourself, driving up your own costs. It was a real pain.

However, with Advantage+ Shopping Campaigns (ASC), this is much less of an issue. Honestly, it's not something you should lose sleep over. Meta's auction and delivery system has gotten incredibly sophisticated. Think of it less like two separate campaigns fighting over a small pot of people, and more like one big system looking at your entire account. The algorithm's job is to find the right person, at the right time, and show them the ad they're most likely to respond to, for the lowest possible cost to you. It's looking at the user, not just the audience you've defined.

When you have two ASC campaigns running, the algorithm sees both. It knows User A has shown interest in products like your first one, and User B seems more interested in things related to your new product. It will optimise delivery accordingly. If a user seems like a perfect fit for *both* products, it'll likely show them the ad it predicts has the highest chance of converting at that specific moment. You're not really competing with yourself; you're just giving the algorithm more options to find you a sale. The real danger isn't overlap, it's a lack of clarity in your account structure, which brings us to the next point.

I'd say you need a new campaign for three main reasons...

Even though overlap isn't a major threat, you absolutely, positively should launch the new product in its own, dedicated campaign. Lumping it into your existing successful campaign would be a huge mistake. Here’s why:

1. Clean Data and Clear Learning: Your current campaign has six months of learning behind it. The algorithm knows exactly who buys that first product, what creative works, and how to find more of those people efficiently. If you suddenly dump a new product into the mix, you throw a spanner in the works. The algorithm now has to figure out a completely new puzzle with mixed signals. Is the performance dipping because of the new product? Is it soaring because of it? You'll never know for sure. A separate campaign creates a clean slate. The algorithm learns specifically for that new product, and you get unambiguous data on what's working and what isn't. You can clearly see the Cost Per Purchase and ROAS for the new product without it being averaged out with your proven winner.


2. Budget Control: A new campaign means a new, dedicated budget. This is massively important. A new product launch is an investment in data. You'll likely have a higher Cost Per Purchase at the start as the system learns. If you put it in your main campaign, the algorithm might favour your proven, efficient first product and barely spend any money on the new one. Or, worse, it might spend a load of your budget inefficiently on the new product, dragging down the overall performance of your star campaign. By giving the new product its own budget, you are in complete control. You can decide exactly how much you're willing to invest in its learning phase without jeopardising the consistent returns from your first campaign.


3. Creative Testing Environment: A new product needs its own creative. What works for product one might completely flop for product two. A new campaign provides the perfect, isolated environment to test different images, videos, carousels, and copy specifically for the new item. You can run structured tests to find your winning ads for the new product without disrupting the proven creative in your original campaign.

This decision-making process is fairly straightforward. If you're launching something new, it needs its own space to either succeed or fail on its own merits.

You probably should focus on the real challenge: your ads...

So, we've established a new campaign is the way to go. But that's just the mechanics. The success of your launch won't depend on the campaign structure; it'll depend entirely on your creative and your offer. Your audience has already shown they trust your brand enough to buy from you, which is a fantastic start. But they haven't shown they want this *new* product.

Your job is to convince them. You need to develop ads that stop the scroll and create desire. One framework we use constantly for B2C eComerce is the 'Before-After-Bridge'. It’s simple but incredibly effective.

• Before: Describe the customer's world *without* your product. What's their problem or frustration? Make it relatable.
• After: Paint a picture of their world *with* your product. How is it better? What's the ideal outcome?
• Bridge: Position your product as the clear and easy way to get from the 'Before' state to the 'After' state.

Let's pretend you're selling a new, high-quality kitchen knife after your first product was a popular chopping board. Your ads can't just show a picture of the knife. They need to tell a story.

You need to brainstorm at least 3-5 different angles like this. Maybe one focuses on the quality of the materials, another on the time it saves, and a third on the professional results you can achieve. Then, create different ad formats for these angles—a sharp, high-res image, a short video of the knife in action, a carousel showing different features. This is where the real work of a product launch happens. I remember one campaign we worked on for a women's apparel brand where we saw a 691% return, and the breakthrough came from testing a simple user-generated style video against their professional studio photos. The video won by a country mile because it felt more authentic and showed the product in a real-world context.

You'll need to know your numbers before you start...

Before you even think about setting the campaign live, you need to understand your profit margins for this new product. Advertising without knowing your breakeven point is like driving blindfolded. You need to know the absolute minimum Return On Ad Spend (ROAS) you need to not lose money.

The calculation is simple: Breakeven ROAS = 1 / Profit Margin %

So, if your product sells for £50 and your total cost to produce and ship it (Cost of Goods Sold or COGS) is £20, your profit is £30. Your profit margin is (£30 / £50) = 60% or 0.6. Your Breakeven ROAS would be 1 / 0.6 = 1.67x. This means for every £1 you spend on ads, you need to make back £1.67 in revenue just to cover your costs. Anythng above that is profit.

This number is your north star. It tells you immediately if your new campaign is working or not. If your ROAS is below this number after the initial learning phase, you either need to kill the ad or fix something—the creative, the landing page, or even the price. Use the calculator below to figure out your own breakeven point.

We'll need to look at the bigger picture: your marketing funnel...

One final thought. Right now, you're relying entirely on Advantage+ Shopping. It's an incredible tool, essentially a powerful prospecting and retargeting machine all in one. It's great at finding people at the bottom of the funnel (BoFu) who are ready to buy. But for long-term, sustainable growth, especially with multiple products, you need to think about the entire customer journey.

This is where a full-funnel approach comes in. It's a way of structuring your advertising to guide people from not knowing you exist, to becoming a loyal customer.

• Top of Funnel (ToFu): This is about awareness. You're reaching cold audiences who've never heard of you. You'd typically use detailed targeting (interests, behaviours) or lookalike audiences based on your customer list. The goal here isn't necessarily direct sales, but to introduce your brand and products.
• Middle of Funnel (MoFu): This is the consideration stage. You're retargeting people who've shown some interest—they've watched one of your videos, visited your website, or engaged with a post. Here, you might show them testimonials, different product use cases, or highlight unique features to build trust and desire.
• Bottom of Funnel (BoFu): This is for closing the deal. You're retargeting people who are very close to buying—they've added a product to their cart, initiated checkout, but didn't complete the purchase. These are your hottest leads, and you'd hit them with reminder ads, maybe a small discount, or a message about limited stock to create urgency.

While ASC handles a lot of this automatically, setting up separate, manual campaigns for these specific funnel stages can give you more control and unlock new growth once your ASC campaigns start to plateau. For instance, we've seen great results with eComerce clients by running specific MoFu campaigns retargeting video viewers with a carousel ad showcasing the full product range. It’s a step beyond what ASC can do on its own.

This is the main advice I have for you:

So, to bring it all together, here is a clear, actionable plan for launching your second product. This is the exact process we'd follow.

Following these steps will give your new product the best possible chance of success while protecting the performance of your current star campaign. It's a methodical approach that takes the guesswork out of the process.

As you can probably tell, there's a lot more to running successful ad campaigns than just clicking a few buttons. The real skill lies in the strategy, the constant testing, the creative development, adn the deep analysis of data to make informed decisions. Doing all of that while also running a business can be a massive drain on your time and energy.

This is where expert help can make a huge difference. We live and breathe this stuff every day. We've launched and scaled countless products for eCommerce clients, and we know the pitfalls to avoid and the levers to pull to accelerate growth. If you'd like to have a chat about how we could apply this level of strategic thinking to your business, we offer a free, no-obligation initial consultation. We can take a look at your account together and give you some more specific advice.

Hope this helps!

Regards,

Team @ Lukas Holschuh