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Blueprint · Paid media
Meta Account Structure Blueprint
Most small and mid-size accounts run too many campaigns for the budget, so Meta never gets enough data to learn. This is the structure we use: two campaigns, clear jobs, simple rules.
Campaign 1: Scale
Job: spend most of the budget on ads that are already proven.
- Advantage+ Sales (or a broad sales campaign with one ad set)
- 75 to 80% of total budget
- Broad targeting by country, age and gender only
- Cap existing customers at about 15% of spend, or exclude purchasers if retention is handled by email
- Only ads with 3+ purchases at or under target CPA
- Switch to a cost cap at target CPA once the campaign gets about 30 purchases a week
Campaign 2: Test
Job: find the next winners without stealing budget from proven ads.
- ABO (ad set budgets), one ad set per creative concept
- 3 to 4 ads per concept, broad targeting
- 20 to 25% of total budget
- Use the creative testing calculator to set kill and graduate thresholds
What we remove
- Separate retargeting campaigns on small budgets: Advantage+ already retargets, and a separate warm campaign burns frequency
- Interest stacks and lookalike splits that divide a small budget into many learning phases
- Duplicated ad sets running the same ads
Weekly rhythm
| Day | Task |
|---|---|
| Monday | Review last 7 days against break-even CPA. Kill and graduate tests. |
| Wednesday | Launch new test concepts. |
| Friday | Budget changes in one step: +20% on Scale if CPA holds. |
Fewer campaigns, more data per campaign, faster learning.
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