The BEST Facebook Ads Campaign Structure for 2024

Want me to MENTOR you to crush it with Facebook Ads? Go here: www.admasters365.com/start?el...
Want my agency to do it for you? Go here: heathmedia.co.uk/done-for-you...
If you’re new to my channel, my name is Ben Heath. I’m the founder and owner of heathmedia.co.uk/?el=fbadcamp... a marketing agency that offers done-for-you services, coaching and educational resources, all with the objective of delivering exceptional marketing results for our clients and customers.
Over the past 9 years we’ve spent more than £50,000,000 on paid social ad campaigns generating more than £200,000,000 in revenue.
We’ve worked with more than 2,000 businesses directly from all over the world and in just about every niche you can think of. And we’ve helped educate hundreds of thousands of business owners, marketers and entrepreneurs.
How I got here…
17 yrs old: Started my first business selling wristbands with two school friends. I made $0.
18 yrs old: Started my first ecommerce business selling second hand video games. I made $0.
19 yrs old: Joined a network marketing company (would not recommend it). Was told I’d be rich if I signed up 8 people. I signed up 26 people in 3 months. I made $0.
21 yrs old: Dropped out of Bath University to start an app development company. I made less than $5,000 in 2 years!
23 yrs old: Started Heath Media, my marketing agency. I made $0 for the first 3 years.
26 yrs old: Went all in on building a personal brand within the marketing space. I passed $100k/year.
28 yrs old: My personal brand allowed me to attract the best talent in the world. Heath Media became an industry leading Meta ads agency, with an exceptional team and an excellent reputation. We crossed $1m/year.
31 yrs old: Today I teach over 800,000 business owners, marketers and entrepreneurs how to get insane results with digital marketing. Heath Media is a 50+ team of world class talent, working directly with over 400 clients every year. We’ve now crossed the $5m/year mark.
To all the struggling marketers and entrepreneurs… I was an entrepreneur for 9 years before I could even pay the bills with my own business. 5 years after that I have more success and more fun than I could have ever dreamed of.
It takes perseverance, analysis and learning from the right person.
If you took the time to read this far, you have what it takes to crush it with your marketing.
I hope to help you speed up that journey and come along for the ride.
Keep going,
Ben
FULL DISCLOSURE
I make content to provide as much value to my audience as I possibly can. Why? Because if someone implements my advice, gets great results and that changes their life; there’s no better feeling and no better use of my time. There’s also a good chance we’ll get to work together one day.
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Mentioned in this video:
- Copy my EXACT retargeting strategy! - • The ONLY Facebook Ads ...
- Ultimate Targeting Tutorial: • The Ultimate Facebook ...
- Omnipresent Content Strategy Walkthrough: • I Found A BETTER Way T...

[@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 ?

[@Top10Factsk]

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

[@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

[@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.

[@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?

[@ElsieWacu]

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?

[@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!

[@TeresitaOrtega-hj1wx]

Great information. Thank you.

[@muhammed_ajwad]

Thanks a lot. ❤❤❤

[@LordHeroMc]

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

[@leadgenjay]

Fantastic breakdown of campaign structures

[@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

[@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.

[@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 :)

[@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.

[@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.

[@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?

[@ritjain13]

Ben do you use dynamic utms or hard coded utm

[@TheBorninmotion]

good point, thank you.

[@BenHeath]

Happy to help :)

[@bagchaivai]

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

[@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.?

[@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?

[@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?

[@sohamdesai4]

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

[@thomasyates5010]

Honest question: I did abit of smma about 4 years ago and iv started to dab my feet in it again for my car dealership but I’m thinking about offering smma to other businesses. But it seems to of gotten a lot easier over the past 3/4 years to the point where I think that most people (business owners) can do this themselves and also won’t take much time either. I think once they have it all set up with a decent ad creative etc they won’t need to pay someone every month because Facebook seems to handle all the data/targeting automatically these days. So realistically how much can you charge a client that has an ad spend of about £600-£1000 per month?

[@apartmentinvestingforbeginners]

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

[@user-ct3oj5qz7x]

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

[@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. 🎯

[@arshiataramsari8126]

Hey Ben, This one was much needed. Should I use open targeting (using the old setup) or advantage + audience for the COLD Audience Campaign?

[@BenHeath]

Happy to help. I'd go with Advantage+ Audience :)

[@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 :)

[@nouralmokahal3856]

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

[@dailyvdo2022]

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

[@AnatomieOffiziell]

Hey Ben! I have a question. It's about the ADS structure on Facebook. For a brand that sells a product, the basic strategy with test campaigns and scaling campaigns is clear. You test and duplicate into the second scaling campaign. But how is it for a shop that, for example, sells funny sayings on shirts? Although it is somewhat of a niche, each saying potentially targets a different audience, doesn't it? Doesn't that mean each saying needs to be tested in a new campaign? I think if I test all the sayings in one campaign, Facebook can never optimize the campaign as a whole because with each test you are targeting different audiences who like the respective saying. Isn't the solution to set up a new campaign for each saying and then test further creatives with that saying? Or am I completely wrong and Facebook optimizes at the ad set level and the campaign doesn't matter? As I understood from your video, for every new funny saying I test, I should create a new campaign with one ad set and then test 1-3 creatives with the same saying in it. Thank you very much if you could give me a quick answer on this.

[@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

[@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?

[@LavinaGoyalDigitalMarketing]

impressive

[@ultrabolt4254]

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

[@JonahPeterson-pi2fv]

Ben, are you using advantage+ campaigns alongside these, or focusing on ABO/CBO?

[@BenHeath]

ABO typically with manual campaign that use Advantage+ Audience

[@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 ?

[@user-er3ku7yt8e]

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

[@joeywinsalot452]

Thank Benny Boy you’re the actual GOAT of this shit

[@BenHeath]

Happy to help :)

[@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*?

[@chloekfoury7922]

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

[@dylan5245]

How does this effect lookalike audiences and what should we do with those?

[@khadijabibi9425]

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

[@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 :)

[@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.

[@ulasxero]

so it's still the 3:2:2 method?

[@MarketeurNumerique]

Thanks for sharing. I have a question about multiple texts : how can we see which works and which don't, if we use the Meta Business Feature ?

[@BenHeath]

Yes you can see that info using the Breakdown feature :)

[@MarketeurNumerique]

@@BenHeath Thanks !

[@danicaperunicic59]

@@MarketeurNumerique you go to Breakdowns - all the way on the bottom - By Dynamic Creative Element. Be aware, this feature is still buggy. If you run an ad with 2 or more primary texts or headlines, the breakdown might show you more variations that what you have. For example, you use 2 headlines and 2 primary texts in one ad, the Breakdown may show you 3 or 4 different ones. Cheers.

[@mazenalsakkaf]

Great video! Can I use this with a new Facebook Ad Account?

[@BenHeath]

Thanks, yes you can :)

[@aaustinsdesignn]

Hey Ben I love your content. Ty for all your sharing. But wouldn't an a/b test to measure the performance of each creative be more accurate? If we are exposing one audience to 6 creatives, means that all of them will be delivered as much possible, but I can see ad1 and not interact with it.. Then I can see the ad2 and feel like "ok.. I know this brand.. I trust it more but still not enough to click anything" .. And then I see ad3.. I feel totally captivated and decide to click and purchase. But the result will be allocated on ad 3 but I only ended up converting because I saw different options that led me to ad3. And if I didn't see the 2 first ads maybe I wouldn't buy. Isn't this "symbiosis" contaminating our perception of what actually worked and was more successful?

[@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 :)

[@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❤

[@DarkHorseWorkshop]

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

[@onetwo4181]

Brother, 🙏How to be able to run Facebook ads if my 3 accounts Facebook disabled , once I just open business manager. System block me for no reasons . I tried everything, warm up page, warm up account, I used aged account, accounts of my two friends, and their accounts disabled immediately also… what solution can be ? and please dont say "ask facebook to review your account", bcz it doesnt work, they dont answer and dont change anything

[@mihaellaa.7911]

Super useful once again! Thank you!

[@BenHeath]

Glad to hear it :)

[@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

[@jan-anne777]

Should you just use 1 campaign with adv+ audience or create multiple campaigns to build a funnnel? ecample: creating awareness, interaction and converion campaigns?

[@BenHeath]

That depends which strategy you are using, which is determined by what products/services you sell.

[@jan-anne777]

@@BenHeath sunshades for houses

[@Mrbond00007]

Ben, do you recommend Cost Capping?

[@BenHeath]

Not really to be honest :)

[@buckothecat]

I don't get something, if I am using dynamic creative ad sets for similar looking ad variations, than as soon as I want to test another ad which looks different I will have more than 1 ad set which is not reccomended. So are you saying meta does not think dynamic creatives are good anymore?

[@buckothecat]

I had the best results with the strategy 6 ad sets all dynamic creative each 3 image variations which are similar, 2 headings and 2 texts per each ad set. Are you saying my strategy will perform worse now?

[@MrTheJerkstore]

why use a cold and warm adset? are you using different ads for these adsets??

[@BenHeath]

Sometimes yes, but not always. Depends on the business and the offer.

[@TijmenZwiebel]

If I try the different pictures of my product in the dynamic creative mode. Where can I see the results of which picture is performing better?

[@BenHeath]

You can do that by selecting breakdown by placements. Breakdown is a button next to columns.

[@howdoidoit5022]

Am I the only one doing something like this? I separate product ranges in my ads by creating multiple ad set in one campaign. Each ad set contains unique ads. Am I doing this wrong?

[@amey777]

I do 1 campaign with open targeting with 1 ad set. What you think Ben?

[@BenHeath]

Yeah that’s absolutely fine. We did that often. Open targeting might not quite be the best approach but it won’t be the worst

[@alessiopronesti1553]

Hello Ben, thank far the video. I have 1 question. I sell service of nutritionist. Online call have price of 160 euro, on site visit is 500 euro. In this case to promote both service, it is bettere do two different campaign?

[@BenHeath]

Yes I would use different campaigns for each offer :)

[@laxmankumar2693]

i have a question whenever i search for products in fb ads library there are some ads which are active but their landing page is not available the question is why someone is spending on fb ads when they don't have landing page available or is there any trick to hide shopify store ?

[@BenHeath]

My guess is that's just an error on their part.

[@ajedmond9074]

Quick question, how do I upload media to my ad set?

[@BenHeath]

You upload media at the ad level :)

[@whiteman2371]

Just launched a campaign, wanting leads to book calls. Why is it that I got 9 leads over about a week for $20 a day. Now I've increased to $75 a day and got nothing for 24 hours.. why is that? Am i also shooting myself by only having two images in a campaign?

[@BenHeath]

I wouldn't pay much attention to a 24 hour window - Meta has a reporting delay so I'd give it more time. You could get 3 in the next hour and then the numbers would look very different :)

[@zeadwaleed5941]

I need help . It records a purchase but there is no any !!!!

[@BenHeath]

I’d try a reinstall of the Pixel in that case. Sounds like something went wrong with the set up.

[@LayHouy-rk6xx]

How about a small area? How I apply this ?

[@BenHeath]

Same approach :)

[@parasspecialityclinics322]

Meta ad performance dropping day by day

[@usamafitness1215]

😊

[@justinwilliamson4294]

i actually have a brand new account and my cbos will not allow me to duplicate my ad sets now

[@BenHeath]

That’s interesting, I haven’t seen that elsewhere yet

[@howardmathews5572]

I wish I could paypal someone a certain amount to reply to this: what is better nowadays, advantage+ pro max audiences or switching to original audiences?

[@JMansa]

Best way is to test. I’ve ran both and advantage plus works for me really well right now. I’ve generated over 300 leads in under 3 months, with a CPL of under $10 for a home improvement agency.

[@jan-anne777]

What I notice that adv+ works good for the first 3 months. When it starts to go bad I sometimes switch to original audience but prob best to change creatives. Just start with adv+

[@harund7927]

WHY YOU DIDNT MENTION THE META AD PERFORMANCE DROP SINCE 02/24?

[@BenHeath]

People have been claiming about Meta ad performance drops evey month since I started in 2013. It’s not real. There is no massive drop off across the board. If there was a ton of advertiser would leave and that would massively bring the price of ads down. The key is to take responsibility for results you have control over and try your best to improve them

[@ex-surge]

@@BenHeath Thanks for saying this. I started advertising on FB since march this year and this 'drop' kept coming up on r/facebookads and I was very concerned I had started advertising at the wrong time, and I was too late for success with facebook advertising. I am going to try your technique for my ads the day after tomorrow. Thanks in advance, for anyone else reading this; i will update this comment with results.

[@jordanpryor23]

@@BenHeath Don't believe this bs. I had a campaign doing 80 leads per day for over 12 months up until 2/15 and performance dramatically decreased in 5 days. From 80 leads per day to 5 almost overnight. No changes to the ads or landing pages. That is not normal. You can look in any online facebook advertising community and see many advertisers echoing the same thing. There is definitely a problem with Meta's platform right now. You'd probably sell more courses if you actually addressed these issues and built the transparency, instead of telling people to take responsibility like we aren't trying to figure this out every day.

[@jordanpryor23]

​@@BenHeath Don't believe this BS. Ben is trying to sell his course... Of course he's going to say there are no issues. I had a campaign that produced 50-80 leads per day for over 12 months and suddenly performance dropped off in less than a week starting Feb 15th. From 80 leads per day to 5 overnight. No changes to the campaign or landing pages. Would love to hear Ben explain that. You might sell more courses by building that transparency and addressing the issues, rather than telling people to take responsibility like we aren't trying to figure this thing out every day.

[@lucionelucione]

@@jordanpryor23why you do such big drama! Just do your best and do not complain!

[@ramonpereira4460]

Would be useful to have a target audience in mind for these videos. Services or ecommerce, etc. There’s just too much packed into the video.

[@Parkster1212]

😮

[@MarketingSwarm]

Please sir How I can contact with you for business

[@BenHeath]

Links are in the video description :)

[@ahmedmaged440]

Арбитраж жив а крипта растёёёёёт!

[@RNBHLIST]

Do you coach in Marketing?

[@BenHeath]

I do indeed, you can find out details on our website: heathmedia.co.uk

[@UGVIDEO_LTD]

2 yeears 2 late ben

[@mayankkharbanda6994]

😮