Duplicating an ad group vs editing it

Duplicating an ad group vs editing it

Here's a choice that trips up beginners. When a winning ad group could do more, you can either edit it directly or duplicate it and change the copy.

When to use each:
— Edit in place: for tiny, safe tweaks like fixing a typo or pausing one ad.
— Duplicate: whenever you change budget a lot, swap the audience, or alter the goal.

The tradeoff: editing keeps your history but can throw the ad group back into the learning phase (the period where TikTok re-optimizes and results wobble). Duplicating starts fresh and protects the original as a backup.

Try this: before any big change, duplicate first so your proven winner stays untouched. Don't worry if you've edited live before — now you've got a safer habit.