The BEST Facebook Ads Campaign Structure for 2025

[@BenHeath]

Want me to MENTOR you to crush it with Facebook Ads? Go here: www.admasters365.com/start?el=YTLong-FBAdCampaignStructure24 Want my agency to do it for you? Go here: heathmedia.co.uk/done-for-you/?el=YTLong-FBAdCampaignStructure24

[@bossgold9534]

@BenHeath do you have video title I can view that helps with running ads for events I host using eventbrite for payments ?

[@trendingproducts_com]

If there an email we can get you at?

[@Top10Factsk]

To the person who is reading this don't give up on your Facebook page. Keep going it's going to get better 😊🙏

[@G.A-m1t]

Great

[@smorisch]

Well, if you want to know the truth, all Facebook is today is a money machine. They really couldn't care less about user experience anymore.

[@stubben103]

great that you speak fast. you have to watch 99% of videos like this on 1.5x so this is absolutely great

[@Top5empire-]

💯 agree

[@scentlessposts]

If you are seeing this, your channel will grow soon. Don't give up

[@TheRealSandman]

It feels like as soon as I get a handle on Facebook ads, what works & what doesn’t, it changes again 😂

[@BenHeath]

Oh yeah :)

[@samueljace9921]

Same here man 😂 When I start getting used to something it just changes 😂😂😂

[@Harisansari1]

So true man😂😂😂

[@roneldelacruz9808]

Wtf truth

[@AnnaFaith-nc1ow]

Are you intrested in starting now started..,I am also a store owner and I can guide you all through if you don't mind

[@DiogoReis-n3x]

10 ads with different creatives, 10 ad sets. By doing this I force the algorithm to deliver all of the ads. When you stuff an ad set with 10 ads, only one will perform, the others won't get enough reach. You'll never know if the ads actually perform good or bad because they didn't reach enough users.

[@mypaplanner5724]

Yes I discovered this. One of my ads was performing so well on its own in a one adset. Then I created another campaign with 4 adsets and the same ad wasn’t getting any impressions , the others were getting impressions but less conversions than the campaign with one adset.

[@Senior549]

From where you learn

[@harshadparab2042]

true never duplicate the same add never ever ever intead increase the budget and make sure the different add is with different targeting so that it wont hamper your previous add and best is to keep finding new audiences until you have that lackh to 5 lakh of a reach on a single platform then you can think of lookalikes cauz trust me with only fewer sales lookalikes doesn't work at all also you could target the retarget warmies by targeting 7 to 30 days website purchasers with a offer creative I know you left your cart so and so here's a big discount and accordingly the creative if it works then works if it doesn't just stop it only facebook will mak that money hehe thank you

[@bgxgames]

Lately I've been trying to stick to the following strategy. I create one campaign with a CBO and then create three ad sets for a specific ad format. I typically create individual ad set for single video format, the next ad set for carousel format, and one ad set for the single photo format

[@ZDY66666]

hows that been working for you versus using ABO and splitting each creative (and its variations) into one ad set like what people typically do for testing campaigns like before?

[@AnnaFaith-nc1ow]

Are you intrested in starting now started..,I am also a store owner and I can guide you all through if you don't mind

[@NatalieJobTread]

@@ZDY66666 I'm curious to know this too. I've been considering segmenting ad sets and/or campaigns by placements so this is somewhat related

[@NatalieJobTread]

curious to know more about the results of this strategy! have you considered ad sets per placement? For example, one ad set for reels/stories, one ad set for feed, etc.?

[@Harisansari1]

​@@NatalieJobTread don't go this way, just put it on automatic placements meta will spend on winning placements (if it doesn't than after some data change the placements accordingly) but I don't prefer to dun multiple adset for reels and feed. By the way what is your experience with this strategy? Ia it working good for you?

[@nayadev8351]

this is the most anxious video i've ever seen

[@smorisch]

Simply for simplicity I've only done single ad sets for a given campaign for a long time. I only have multiple ad sets if I have multiple campaigns. That's just always been the easiest for me and I use A/B testing anyway.

[@Sup-mv7wh]

very spot on! I've been turning off ad sets in the last 3 month because decreasing peformance(changed creative regularly to avoid fatigue), down from 9 to 5 ad sets. my interest targeting ROAS slowly beaten by open targeting one by one 😄

[@BenHeath]

Thanks for sharing :)

[@peterheinz2161]

Hi Ben, I have three important questions: 1. do you test new ads for the scaling campaign COLD and the scaling campaign WARM in separate ABO test campaigns with a broad and a re-targeting audience or in only one broad test campaign and then take the winning ads in both scaling campaigns COLD & WARM ? 2. how do you proceed if one ad set already has 6 working ads and you have other working ads from a testing campaign that you would like to integrate into the scaling campaign? 3. how do you scale horizontally with this structure?

[@mrnato.o]

I'd like to know too

[@aikayconsult]

I have always prefered testing different and copies & creativeS rather than audience segment. I noticed testing different offers & headlines produce better results then testing different audience segments.

[@acads.22]

Then how do you chose your target audience? Do you always prefer broad Targeting?

[@StevenZhang-vr6yw]

need a retargeting campaign guide in 2024 esp with this new structure shown in this video in mind!

[@BenHeath]

Already did one of those :) You can find that on my channel

[@harshadparab2042]

its been agreat journey to learn from you and I would suggest some tweaks do not go on creating n numbers od adsets or ads keep it simple and short with the new settings secondly do use advantage plus camping ads only with catalogue campaign own creatives might not work for every one and also would suggest to stick with 1 text only with the pain points as multle text will create a multiple look of your ads and will show same ads to different people which will bifurcate the performance according to the texts as the more we get link clicks and like and engagement on it more you could expect the sales or whatever your strategy is cauz each text will have their own engagement better is to work on one set at a time thank you love the video hehe

[@ValeriaUrdaneta-de2gg]

This was so valuable and explained great!! thank you

[@sandeept6142]

Your content is good man! but It's too fast to understand, I can't know the sequence and you are breaking flow and making even more complicated with graphic elements, don't mind brother it just my opinion. I hope you put this content more clearly. thanks and all the best!

[@deborahdakota7489]

Could you please add a comment in the description for your previous/older FB Campaign Structure video that it's now outdated? I'd created a strategy based on that....and I'm lucky I happened to find this newer one.

[@Altamash_SEO]

Your insights on consolidating ad sets are spot-on! With open targeting and AI advancements, focusing on fewer ad sets makes sense. How have you seen this strategy impact overall campaign performance?

[@HoltonCynthiaGene]

Great update on the evolving best practices for Facebook ad campaigns!

[@BenHeath]

Happy to help :)

[@MithunrayMithun-g7i]

Wow!Beautiful video it is!

[@marikawato]

Thank you for the material. Why can't we just create the campaign structure with two seperate Ad Sets: one for COLD Audience and one for WARM Audience?

[@sujitg31]

valuable takeawyas. Thanks Ben !

[@lawsonmcguinnessmusic]

How do you manage ads within a testing adset getting unbalanced spend between them?

[@dailyvdo2022]

Hi, i want to grow group members but the "join group" option is not available...what can i do?

[@DailyMasonicProgress]

We use multiple Adsets to tailor the budget to meet the age demographic we want to see more customers from.

[@apartmentinvestingforbeginners]

Facebook ads are awesome. Depending on the type of ads though it could be expensive

[@mediapodio]

Amazing video! Are you recommending this setup for local businesses as well? Multiple Ad Sets would make it easier to set a start and end date, right?

[@JuliaMoore-j3o]

Thank you!

[@jennspencer_]

Thank you! I need to promote a few different HVAC promotions (install, service, financing) but since it's a small local business, should I just add them all under the same campaign/ad set or create different campaigns for each service/promotion? I'm just worried about audience overlap. Thanks!

[@nouralmokahal3856]

How do i disturbute products over the campaigns ? should i create a campaign for each website?

[@pavitrajayaratne7877]

Best explanation so far. Keep us updated! So excited for your next video :) (BTW, you talk too fast haha)

[@ZDY66666]

So should you create different adsets for different ads for the SAME product within the test campaign? FOr example, say i have 3 Benefit and Feature ads, and 3 quote ads, is the recommnedation to now lump these 6 ads in ONE ad set or still like before, put them in 2 ad sets even if they have the same targeting (lets say broad targeting) just to test how the perfomance is doing and segregate the data to prove that? Or is it literally more effective to all lump them together in one adset and get a feel for the numbers at an AD level instead of ADSET level?

[@camst164]

In your cold campaign is there where you are running testing or are you using the cold campaign with one adset for winners from your testing campaigns? Not clear.

[@DennisTröger-z4h]

Nice. On point.

[@piushummel2073]

4:42 I was so much distracted by steve carell I had to rewind :D :D

[@saraleal7159]

Hi! Thank you very much your content! :) I have a question: in the ultimate facebook targeting ads video, you recommend to select only one category of "detailed targeting" in the ad set and to then be able to compare the performance between different detail targeting options (which I interpreted it would happen via another ad set). But how does that translate if you run only one ad set for a cold campaign? In that case, should we keep only one "detail targeting" per ad set, and simply compare between campaigns, or, since we are using only one ad set per campaign, we can add more detail targeting options? Thank you!

[@aiklonepiong5275]

I don't understand. You said targeting adsets weren't working good now but when there is new creative, instead of adding to the exisitng winning adsets, we can then create using targeting adsets? It's kinda confusing.

[@chriswu370]

Hi Ben, how do you combat adding in a new offer ad in the same adset, but Meta leans budget heavily on other already performing ads, therefore new ad not having a chance to test fairly? Have you got a video for this? And im assuming that all ads in the same adset has to be based on the same theme, but can be different offer?

[@ProjectJOVA]

I want to run top of the funnel ads showing off a new client I work for. However the idea is to advertise 3 different angles with each a different landing page. Same product, just other landing pages that align more with each angle. Also, the targeting will be the same for each angle (interest + lookalike + broad targeting in audience+ suggestion, as you recommended to combine those in 1 ad group). What would be your recommendation in such case? 1 campaign with 1 ad group combining all ads with different landing pages? 1 campaign with 3 ad groups? Or 3 campaigns with each 1 ad group. I wasn't able to find the solution from the video so would be great to hear your thoughts on this! Just subbed as well and bookmarked the other videos you mentioned. Thanks for the learnings!

[@steinpeeters8741]

Thanks for this video! How do you avoid the ad frequency shooting up for individual ads? And is there any way to sequentially show ads to people?

[@chaipibeta]

So the new best practice is to make one warm and cold campaign with one ad set and with 6 or less ads? Correct me if I am wrong

[@BenHeath]

Yep, assuming you are using the direct to offer strategy and aren’t looking to do extensive testing.

[@istanacarwashjatim]

thanks for your insight

[@LordHeroMc]

I was just abt to ask for omnipresence and you cover it 😂🔥

[@milliemila]

What is the paint color in this room? I love it

[@00doblecero]

Could you talk about how to manage the leads input value data when using CAPI? Would be interesting to know how big companies set what is a quality conversion when there is a lot of variables to the quality of a lead.

[@oshaosha7338]

Hi Ben, I am having a problem with my campaigns. I notice that each time I add a new ad to an ad set within a campaign, performance drops drastically and I am wondering why. I read somewhere that you shouldn’t add a new ad into an existing ad set within a campaign, instead, create a new ad set within the campaign and put the new ad creative there but from my experience, it seems like when I add anything into a campaign, a new ad or ad set, performance just flies out the window! Also, could you please make a video on how to properly use DCT. Thank you so much.

[@KrasimirDimitrovivg]

Hi, thanks for the great value you give in this video. Is the structure we are using correct: we have a campaign where we scale Advantage+, where we place the top 5 ads. We also have one broad ( cold) where we test ads. W hat I didn't understand is if we have this demand, do we need to have another campaign Lookalike ( hot audience) ?

[@samsonhunter]

What if we're running ads from multiple pages (advertiser page vs whitelisting for example)? Would we still want to put these into the same campaign?

[@sajithvmohan]

Are awareness campaigns in Facebook really good for retargeting later? Or do you recommend going directly with Lead Generation or Sales campaigns and use Ad Sets for COLD, WARM, and HOT audiences?

[@KamilJedlikowski]

Hi, question. How many ads are you putting into the custom audience campaign??

[@benittamariambabu265]

Hi ben, for lead generation what do you suggest? CBO or ABO? And do you have a video for best practices for lead generation?

[@asef631]

Im still confused on the ad manager structure Should I be making a new campaign everytime I want to run a new ad set?

[@DdD-lp8ks]

Hey man I’ve been watching ur videos for ages now. Back then I was sweating w a budget of 50€ per day 🤣 We are currently spending 1500€ a day on meta profitably but we want to scale significantly. We are running the main cold campaign with one main winning ad set and testing new ad creatives in the same campaign. At 06:00 you said we should use a separate testing campaign. But is it not true that if fb decides not to give any money to the testing ad set in the main cold campaign, that they would not perform anyways? Why spend €€€ when you can let meta decide? I’d really appreciate your thoughts on this setup. I am thinking of changing it to the one you recommend. I want everything neatly set up for scaling

[@BenHeath]

Awesome, I love that. Well done! It’s absolutely fine to use the main campaign and test in that. Often we create a separate testing campaign because we find that if we don’t. Meta won’t allocate any budget to the new ad creative. If you aren’t seeing that as a problem, then I would continue as you are :)

[@Bsketball77]

This strategy would mean we would have to choose between open targeting, interest targeting, and lookalike audiences, correct? There's no way to incorporate multiple of those targeting strategies into a single ad set...

[@BenHeath]

No that's not true, with Advantage+ Audience you can incorporate all of that into one ad set :)

[@TheMenopauseLady]

Thanks what would you recommend for time-sensitive events - like wedding shows or a music event, nobody ever mentions this, they just think product or service

[@razwansarwar2998]

Good video but I struggle with what. Campaign is, does a campaign have different ad sets of different products or does each have ad sets have to be of the same product type, for example shoes you have 10 different ad sets for different types of shoes?

[@15minclubyoutube]

Hi Ben, thank you for this video. when creating different variations within your ad for text, i.e: headers, primary text, does it create separate ids for each combination? How can we find out which is the winning combo and then use the id to copy it onto a different adset with more winning ads so we dont lose the social interaction? Thanks a lot

[@robstershel]

What about different selling points? Like for us we have our main selling point which is plastic post earrings for sensitive ears. Would we want a different ad set to pitch our large selection? And other ad sets for other selling points? Thanks for the video btw. Great stuff.

[@adrijancverlin4458]

So i was wondering, after some time when the camaigns produced some result and after optimizing, do you turn off one of the campaigns, because in most of the scenarious the retarget will perform better then the cold one - so do you turn the cold off or just lower the budget and optimize it more? If someone could explain to me I will greatly appreciate it : )

[@sohamdesai4]

so if i want to test out new ad sets (targeting options), a new campaign is better?

[@chloekfoury7922]

Can you do KZbin video on how to penetrate a new market for a retail brand which campaign strategy should we do ?

[@EcomCarl]

Great update on the evolving best practices for Facebook ad campaigns! Consolidating ad sets to enhance data collection and performance is a smart adaptation to the platform's changes, allowing marketers to optimize their strategies more effectively. 🎯

[@Adsgoogle433]

Great update on the evolving best practices for GOOGLE ad campaigns!

[@steelstrings500]

Hey Ben, thanks for the video. If you advertise to different regions, would you still want to split the campaign into different ad sets? I find that some countries end up taking most of the budget every time I don't do that.

[@BenHeath]

Thanks. If the regions behave differently then yes I would use different campaigns :)

[@LorenceResu]

So How do I target cold audiences or say test my interests for targeting? Do I create multiple Ad Campaign with only 1 ad set each and set different interests on each each per campaign?

[@Hypnatize22]

is it smart to use the "automatic adjustments" that meta is suggesting me? It says it could change structure, targeting, budget plan etc.

[@aarynlongmore2121]

Hey Ben, love your work! Do you have a video on scaling ads? I saw your budget video, but I'm curious about recycling winning ads. Should I duplicate the ad set or the campaign, and how do you know when? Thanks, you’re awesome 👊🏼

[@ohwills3885]

You can duplicate both the campaign and ad set. I have done it several times. Duplicating the campaign helps to keep the core settings including location, targeting etc.

[@DanDan-sz3kw]

Would be great to see solutions for real time issues. 😉

[@BenHeath]

Thanks a lot. I do indeed. If you go to my channel and search for scaling and scale, a bunch of options will come up. My latest one is probably the best :)

[@Harisansari1]

Could you please Share the link of that video, ​@@BenHeath Thanks a ton❤

[@haleymcdonald197]

Hi Ben! Do you send traffic to website only or both website and shop usually? Does Meta favor campaigns that include shop? I have bundles, upsells, et. on my site so wondering if it's best to send all traffic there instead to help increase AOV. Thank you!

[@bagchaivai]

if i go with custom audience and select manual placement what should i select maximize no of conversation or meta purchase ?

[@n.iremerdem]

But what happens after testing your new ad in a testing campaignand find that it performs well, should we then put that ad in the main campaign? Still it won't give budget to it if not performing well? Or then the new testing campaign keeps using the new ad?But then they are auctioning against each other? Thank you for great info by the way!

[@spraj1]

I can answer this I know these suggestions

[@boriSSirota]

Hi Ben, thanks for another great video (as always) 😁 What is the benefit of using different *campaign* only for warm audience, rather than additional adset inside the original CBO campaign (which will have 2 adsets in total: cold and warm audiences)?

[@BenHeath]

Thanks a lot and good question. I am finding more and more that Meta is not allocating budget as I would like them to when using that structure. Therefore I like to take control of

[@boriSSirota]

@@BenHeath Ok make sense thanks! What is the disadvantage of using the same 2 ad sets only *in the same campaign* and take control of the budget by making it *ABO*?

[@omarjesus9368]

Hey Ben, what d u think about having all ad sets with broad targeting but different ads on each one? I do it this way cause sometimes when adding a new ad, the entire ad set may underperform due to this new ad. Some of them get a lot of spend without results and when turning them off the original winner has probably lost traction. However, im still getting audience fragmentation notifications from facebook.

[@yashvlogs9539]

I also do this but not working. working for you?

[@omarjesus9368]

@@yashvlogs9539 yeah.. my account has more than 6000 conversions, so majority of ads I launch tend to work.

[@Danluiz22]

@benheath I would like to know what type of ad content you'd suggest for a warm campaign vs cold campaign? Eg warm campaign will include testimonial ad content and cold campaign would have benefit driven ad content and features ad content (for SAAS industry)

[@marcussvids]

Hi ben It would mean the world if i could get a one on one of your overview of my ads to make the best reach and quality add to carts etc I’m currently struggling with my friend to nail it with sales, been trying for over 6 months Cheers

[@BenHeath]

Sure, I do offer 1-1 consulting sessions :) you can find them on my website: heathmedia.co.uk

[@marcussvids]

@@BenHeath done :)

[@AlanWöhler]

Please help. When i have an ad set with 3 ads in there and i notice that an ad i know that works isnt getting any budget, should i put it into a seperate ad set all by itself? Pls help

[@yakoubmag]

When i have different offers do i create different adsets or different campaign ? for example Buy one get 1 free and Buy One get 50% Off ? Should i create two campaigns for that with one adset, or should i create 2 Campaign with 1 adsets and different creatives ?

[@thatbirdnut]

Would you use dynamic creatives if you were advertising a song with links to Spotify? In this case, the song would be the same, as would the link, but each creative would be different parts of the same song.

[@khadijabibi9425]

I am unable to find detail targeting option for engagement campaign. Plz guide

[@iamdigitalanmol]

I am Hearing alot of about Agency ad accounts. Can you make a video about it. What is that , Why is that and how it works... Frustrated from ad account bans looking for solutions.

[@shawnfoster4506]

How do you move winning ads from your test campaign into your "main" campaign?

[@BenHeath]

Duplicate into the other campaign :)

[@shawnfoster4506]

@@BenHeath thank you!

[@zylabi]

Thanks for the new structure ! Quick question, how do you scale those one-adset campaign ? Increasing the budget ?

[@BenHeath]

Happy to help :) Yep, increase the budget

[@zylabi]

@@BenHeath ty for your answer I’m trying it tomorrow So instead of having 5 adsets at 10$ each with 5 different interest I have one at 50$ with 5 stacked interests ?

[@theseviolentdelightz]

Does this advice apply to campaign budget optimization? Is there audience fragmentation with CBO?

[@BenHeath]

Yes there still can be.

[@AlanWöhler]

But what if I want to try targeting to women and men? Should info separate campagnes?

[@christinas4487]

If my first product image on my Shopify store is a ‘product on white background’ image and my second image is a lifestyle image, is there a simple way my Meta Catalogue Ad be altered to pull the second image and not show the first?

[@kevlarsupport]

Great video Ben, thanks! So using this structure, how do you test for new winning audiences? Let's say I finally get an audience that's doing well - is that one enough? I ask because under the old system (where there were 5 adsets in a campaign) the goal was to get 3 cold audiences that perform well - is that still the case? Or do I have to create 3 cold audience campaigns so that I can get 3 winning cold audiences?

[@fmbighair]

Difference between audience overlap and auction overlap?

[@TheAniqas]

what about your omni present content strategy which has 12 ad sets?

[@ultrabolt4254]

How do you measure the sucess of ad campaigns? Are there any bechmarks set

[@androfreeman9596]

I noticed that the placement of lead generation ads is much more expensive than engagement ads, for example. My real estate business relies on leads, and generating leads is the most important for me. I want to change my approach to achieve higher reach, so I want to launch a campaign to warm the audience via video views (ThruPlay objective) and then launch a leads campaign targeting those who watched 15 seconds of the video. What do you think about this approach?

[@malykaahmed7713]

This approach is really great but it needs a lil fixing. Lets connect @androfreeman9596

[@kjerstikorbijn4449]

Maybe someone can help me out with this... so if you have a cold campaign and only one ad set in it, and I want it to reach lookalike audiences in that ad set in addition to an open cold targeting, how do you do that? Can you add several different audiences?

[@JuppyLoops]

Would you recommend putting a lookalike audience in the cold campaign? Or should you put only interest or open targeting? I have a new ad account so I’m not sure how it’s going to perform without some sort of targeting suggestions.

[@AFoxtrot]

What do you think of tools like adinspiration to track what your competitors are doing and adapt them to your own campaigns? is that a good strategy?

[@JuanitaRamos-x8z]

thank you!

[@touremoussa5995]

Hey Ben, but does this apply for an Omnipresent campain ? (max 6?) Where there is 12 ads within an ad set ?

[@BenHeath]

Good question. This video applies to most advertisers, so those using direct to offer, lead magnet, etc. You don’t want to use this for omnipresent content. For that you want to use the 8-14 ad set structure

[@DarkHorseWorkshop]

I've never been able to get a handle on ads.... trying again here.

[@TeresitaOrtega-hj1wx]

Great information. Thank you.

[@GiftElikwu]

I have a question to ask Do you mean instead of having different ad set wth one interest each on each ad set to test performance. Let's say over a time frame of one week. We should rather. Have each of those ad set on different campaigns each and then test performance Example Campaign 1, with one Ad set with one interest, plus four different ad creatives. Then have let's say 4 different campaigns, the way we do have like five different ad set's before

[@tubeeyes]

What? thats what im doing since december 2023. no wonder why my ads are awesome.

[@brentandrewhawker2471]

Rookie Question: I am a real estate Broker and I get properties in different parts of the state. I want to set up Facebook ads for these properties that folks using Facebook in that part of the state where the property is located in will see it. Is there a place to put a zip code so that your ad will radiate from that zip?

[@hannahuhler4918]

Yes, you can select geo-targeting parameters at the ad set level - where you set targeting.