The BEST Facebook Ads Campaign Structure for 2025

[@SamPiliero]

🚨 All Subscribers Get There Questions Answered 🚨

[@DennisSpallek]

@@kevintrol591 Facing the Same Issue. Implementing the Strategie and the first 3 Days it looks pretty good then thing getting worse. Prospecting campaigne starting spending 90% of the Budegt to Ads wirth Zero returns and pretty bad CTR or days...I know we should not turn of the ads but what is the Solution here?

[@fashionspy96]

I just saw your video in how to test 100 ads fast. This is similar but not quite the same. Could you clear that up please? I don't have a huge budget so I can waste it on a less-than-ideal strategy. In my case everything's new, so no existing audience

[@plamentodorov8302]

Great video! I have just one question - why you didn`t exclude custom audiences from prospecting campaigns?

[@CattyKats]

You basically covered everything in a nutshell from a 7k course I took. I didn’t even scale or make a good profit but everything you’ve said aligned with it and the structure.

[@SamPiliero]

Glad to hear the content aligns with what you've learned! It sounds like you're on the right track, even though scaling and profit might still be tricky. Is there a specific area where you're finding roadblocks or is it more about refining your existing strategy?

[@CattyKats]

@@SamPiliero Yes, working with a low budget is my struggle. I need to build the confidence to scale- I have not had luck with ads in the last few years so I am wondering if it's my creative, offer, or pricing. I even had an agency help after the course they could no figure it out either to get my niche to scale, they worked with me for a few months but I got no where. Starting to doubt my brand but I don't want to give up yet since I am 8 years in.

[@kash-nevermiss]

@@CattyKats hey man never loose hope, do you have competition? this means the industry is worth something, get em brother steal their piece of the pie it's a cold world out there don't let em take from your plate.

[@МирославМаринов-л2п]

This is the most useful Facebook ads information in the whole Internet. Thanks, Sam!

[@edwardstevens734]

Thanks for the tips, too many “fb ad experts” just give out base line information that anyone can do. You provide way more value around strategy/structure with explanation for everything!

[@SamPiliero]

appreciate that! strategy is what moves the needle, not cookie-cutter setups. what’s the biggest challenge you’re tackling right now?

[@edwardstevens734]

@ right now, low cost leads with Facebook forms. Currently got 150 subscribers to email and sms for an average $5 per customer. We launch our first product on 01/02 so we’re preparing for a big launch. Have no idea what to expect with paid ads but have a good idea with ur videos and other videos with surf scaling etc!

[@tactusxii]

When you graduate ads from CBO into ASC scale campaign, do you pause the ads in CBO and directly move them into ASC? Or do you create new ads within ASC and just use the creative from CBO? 13:25 - CBO campaign/interest ad set craft

[@SamPiliero]

Never pause, always dupe

[@falmetlilian2394]

@@SamPiliero So there will be the same two ads in two different campaigns? Won't they 'cannibalize' each other in terms of the budget?

[@Fattynevar]

Had a few questions that I have: 1) does this strategy also work for lower budgets like $100/day across those campaigns instead of $1000/day? 2) how long should we keep the campaigns on if the ROAS are low to begin with like around 0.4-0.5? Do we wait till the campaigns are more optimized or do we just stop them after 3 days if they did poorly? For us it does well one day, then sucks for 2 days, and then better again on 4th day

[@SamPiliero]

1) yes, it works for lower budgets. just consolidate your campaigns more-don't over-split the budget. 2) give it at least 5-7 days to stabilize. if it’s still below breakeven after that, cut it. how’s your CPA compared to your target during those swings?

[@kwilliams6900]

This was so helpful the way that you broke it down. A lot of value in a short vid. Thank you.

[@SamPiliero]

glad it clicked for you. what’s the first thing you’re going to apply?

[@hydarabdelrahman]

Thanks you so much Sam that is great . My question is when i switch to target cost bed or target ROAS and how about excluding custom audience from CBO Prospective to avoid overlap

[@diegomendozaperez4036]

Same here! We shoud exclude existing customers from this campaign, no?

[@SamPiliero]

switch to target cost or target roas only when you have stable performance and consistent conversion data-ideally 50+ conversions per week. as for excluding custom audiences in cbo prospecting, definitely do it to minimize overlap. exclude purchasers, engaged audiences, or any retargeting lists. are you seeing overlap issues right now?

[@isabellemourad1824]

Hello ! Thanks for all this valuable detailed info. I have just 2 questions: 1. At 20:44 for testing new ads in adsets you say MOST of the new adsets are 100% broad.. How do you decide on that? Do you randomly decide like hey lets test a new bunch of creatives into an interest adset? Or do you go through a process that makes you decide wether to launch new ads on broad or interest based. I feel like this is the only only thing I'm getting confused about before finally starting my ads. 2. Do you ever use lookalike audiences?

[@mrrohitjadhav470]

same que

[@SamPiliero]

New ads = broad Graduated (top 10% ads) = duplicated into ASC and duplicated into Interests

[@SamPiliero]

New ads = broad Graduated (top 10% ads) = duplicated into ASC and duplicated into Interests

[@isabellemourad1824]

@@SamPiliero Thank you !

[@KoishikAhmmad]

Thanks for posting this. 2 questions for you: 1. If testing multiple ads with slight variations like the hook, say 5 different ads, in your testing CBO campaign are you putting all those ads within 1 ad set? Or are you doing 1 ad set per ad? I assume it's the former and you're letting fb allocate the budget and assuming whatever fb gives high spend and high roas is a winner... 2. Lets say you find 2 winning ads for an audience/interest. Lets say they are practically the same ad but different hooks. Lets say the same audience/interest works for those ads. When moving those ads to the scaling campaign, are you putting both ads in 1 ad set with the winning audience or 2 different ad sets with the same audience/interest in both of those ad sets?

[@SamPiliero]

1. correct, put all 5 ads in one ad set. let fb distribute the budget and focus on the ones it spends on with a strong ROAS. are you finding that fb picks a winner quickly or spreads spend evenly for too long? 2. keep both winning ads in one ad set with the same audience. splitting them into separate ad sets would compete against each other. how are you tracking performance differences between similar hooks?

[@KoishikAhmmad]

1. Thanks for answering! Seems quickly actually. Usually 1 wins by a large amount over the others 2. Thanks for answering this too! I track using hyros. And use the same decision making frameowrk as you. high spend and high roas Have 2 more quick questions for you Question 3A. This one is regarding ASC campaigns and countries…. I advertise to us, ca, nz, au, and uk. I find best performance in us/ca - SIGNIFICANTLY better than the other countries. Therefore, in terms of structure, I was thinking of doing 1 ASC campaign for US + CA and 1 ASC campaign for UK+NZ+AU and 1 CBO broad prospecting campaign. Do you think this is a good move or should I have 1 ASC campaign with all 5 countries I advertise to within it OR 1 ASC for the US, 1 ASC for CA, and so on for each of the 5 countries? 

 Question 3B. Similar question to the one above. For the broad ad sets within the prospecting campaign, should I just do 1 ad set with US/CA, 1 with the others, or 1 with US and 1 with CA etc. What do you recommend if my performance is best in US/CA and both are US is a little bit better than CA but both are SIGNIFICANTLY better than the other 3 countries? Question 4. You said you need to have a daily pull for your purchasers within your ASC campaign. I have my customers on an excel sheet. On a weekly basis I update that excel sheet and export it as a csv then update my custom audience of purchasers within fb for my exclusions. Is that okay? If not, do you have a suggestion for ppl that use excel? Is there some kind of zappier zap for example?

[@harrisondavidospinaarzuaga5381]

Your videos are very valuable, thanks for sharing and please continue the hard work. I've seen many videos for meta ads, but yours have been the best by far

[@SamPiliero]

appreciate you! what part of the meta ads strategy clicked the most for you??

[@harrisondavidospinaarzuaga5381]

@@SamPiliero The single interest-based strategy is something that I really need to consider if I don't want the results I need for my product to make it profitable. My product is a mobile app about meeting new people with friendly vibes (not necessarily dating) and by now I need to test an audience with the selected demographic "single and unspecified" options first which I think it should resonate

[@Aaronceroy]

hey Sam, quick question: Can you make a quick video that shows you cutting ads from CBO and also transferring ads to the ASC? I would like to see your reasoning behind WHY you choose to cut or leave certain ads within the data context of each account. Thanks!

[@SamPiliero]

good question. cutting ads from CBO and moving them to ASC depends heavily on performance thresholds. i focus on ROAS, CPA, and click-through rates to decide what’s worth scaling or cutting. the why always ties back to consistency and scalability. i’ll consider making a video if there’s enough demand. what specific metrics are you looking to prioritize?

[@Aaronceroy]

@SamPiliero for me my context is a brand launch. So I have a new site that I'm constantly making CRO tweaks to and I have a limited budget. So I wanna know how much spend do I give each ad especially since you mentioned you cut some ads if they don't spend at all right?

[@SamPiliero]

with a brand launch and limited budget, focus on testing smaller spend per ad first. $10-20 per ad can give you enough data to see early signals. if an ad doesn’t spend, it might mean your targeting or creative isn’t grabbing attention. are you running multiple audiences or sticking to one?

[@Aaronceroy]

@SamPiliero yes I was running the "old method". 3 interest ad sets and 1 broad. But I was mixing and matching the same ads in all ad sets. So what I was thinking of doing is 3 Packs of ads, 3 ad sets, all broad. Just to keep it simple. Can going broad in all ad sets work with new pixel and brands? Or should I do 2 broad ad sets and one interest?

[@Aaronceroy]

should I do all broad audiences or 3 broad and 1 interest? Also - If I mix in interests ad sets, how do I know if its the ad or audience thats producing the positive or negative results?

[@nikolabosanac2696]

This is such high tier knowledge! thanks for the tips, will make sure to try them out!

[@SamPiliero]

glad it’s helpful! what is the first thing you’re planning to test?

[@Premiumaccount-i4r]

Finally someone gave the right information indtead of doing their own pr

[@SamPiliero]

glad it helped. too much fluff out there, not enough straight answers. what’s the next step you’re tackling?

[@plazahotelmusic]

Great video thanks

[@faizankaleem1984]

That's an amazing pack of information right here just got a question : - In the prospecting campaign you said to make broad audience & interest based audience, my question is that should we use the same creatives in broad & interest based adsets? -If we want to scale should be increase the budget of the scaling campaign or prospecting campaign & by what percentage? It would be great if you could answer my questions

[@SamPiliero]

glad it’s helpful! 1. yes, use the same creatives for broad and interest-based ad sets. test them against each audience to see what works. 2. for scaling, focus on increasing the budget of the prospecting campaign if it’s still feeding the funnel profitably. go for 20-30% increases every 3-5 days. are your creatives driving consistent CTRs across both audiences?

[@bebe2440]

Hi sam, We sell ebooks in English, therefore we can target many countries, we chose the top 11 native speaker countries (english) 1. Should we do a campaign for each country separately? 2. We always notice a fair CPA, yet when we scale the CPA increases bringing us back to point 0 3. We use advantage plus + ABO with multiple relevant interests. 4. We have too many people to target since they are digital products, with is a big pro, yet also a big con to really find the right audiences 5. We have google ads backing up meta ads for retargeting and brand awareness. What do you think about our case? we see a big scaling potential, yet it is very sensitive in our case. Thank you for the value

[@SamPiliero]

start broad with a single campaign and let the data tell you which countries respond best. as for CPA, scaling often raises costs. test smaller budgets in winning countries first. what’s your current ROAS?

[@TaylorTempelaar]

Lots of great info in your video! Keep up the great work! Quick question. Why not also retarget people who interact with organic posts or ads?

[@SamPiliero]

Thanks! retargeting engagers from organic posts or ads can work, but they’re often lower intent than site visitors. prioritize high-intent audiences first, like add-to-carts or product viewers. have you tried segmenting organic engagers by recency?

[@TaylorTempelaar]

@ Makes complete sense. It’s been a while since I ran any ads haha. I was previously running ads for my wellness brand in 2020, now I’m running ads for a client. Haven’t tried that yet, but sticking with high intent audiences sounds like a great idea.

[@Theecomjedi]

Brilliant value Sam. Would love to know those 16 advertisers right!? Crazy!

[@SamPiliero]

Right! would be wild to see how they’re running things. what do you think their edge is-data, budget, or just testing like crazy?

[@jesusosvaldogonzalezvilleg6995]

You recommend adding new winning ads to the escalation campaign every 14 days. Does it necessarily have to be 14 days or could it be less? Or what other time interval would you use to review metrics and select new winning ads?

[@SamPiliero]

14 days is just a guideline to ensure enough data for reliable results. if you're getting quicker results, you can shorten it to 7-10 days. just make sure you're pulling from statistically significant data. how quickly are your ads typically stabilizing?

[@kash-nevermiss]

hey man I'd be really thankful if you clarify these doubts for me, You mention we put creatives inside the prospecting CBO in adset packs of 3-5 ads in each. when we do so, wouldn't the daily budget of the ads mess something up? limited budget and additional 5 ads? should I increase the budget? I'm looking to set my daily adspend at $50, should I increase/decrease this when I put a new pack? how often should I put new packs in? also, if the business is new, do I have to warm up by driving traffic campaigns or is that an unprofitable old practice now? also how exactly do you graduate your creatives? just copy and paste everything into the ASC? I would be really glad if you could answer these questions.

[@SamPiliero]

good questions. here is the breakdown: 1. for a $50 daily spend, stick to smaller adset packs (3 ads max). don’t stretch the budget by cramming in too many ads. only increase the budget if you’re confident the account can sustain it profitably. 2. add new packs when performance plateaus or every 5-7 days if you’ve got fresh creatives. watch performance closely after adding. 3. skip traffic campaigns unless your goal is data collection only. they’re outdated for building conversions. go straight to conversion objectives. 4. to graduate creatives, yes-copy your top performers into the ASC or scale them in a winning campaign. what’s holding you back from scaling past $50?

[@kash-nevermiss]

​@@SamPiliero thank you so much bro, I really respect you for taking your time out and engaging with individual comments months after upload, my capital restriction is what is holding me back from $50, I could do more but then I would be in very dangerous financial territory for myself, I could sustain $50/day for 2 weeks but if I get a no sales I will have to throw the towel on the entire business. I am willing to do more but I seem to be converting really poorly, so honestly I just need sales if that doesn't happen I can't sustain anything. If I can get a sale or two every day or two, I can commit alot more money with my 2 credit cards, until then they're off limits if I can't bring any returns because I don't have a job to pay them off.

[@imjohnjoseph4100]

Great video brother. Question when you graduate a CBO ad to a ASC are you shutting off the add in the CBO?

[@hawkfxx]

I want to know the same.

[@imjohnjoseph4100]

@@hawkfxx This format is actually working. The other problem I have is when you run out of inventory - am I shutting the ad off at the campaign level or the ad set level? I'm concerned if I shut off and put the ad back on will it still be as good as when I shut it off? Anyone? Bueller?

[@SamPiliero]

thanks! yes, when you graduate an ad to an ASC, shut it off in the CBO to avoid overlap. for inventory issues, pause at the ad level, not campaign. when you restock, reactivate and monitor. it may take a little time to regain traction, but strong creatives often bounce back fast. how soon are you restocking?

[@blokeinthearches]

Hi Sam. You've responded to a couple of comments suggesting that if the daily budget is low, e.g. $100, then you should just use an ASC campaign. I have three questions on this if you'll indulge: 1. Are we good to mix images with videos in this ASC? 2. If the initial creatives underperform, do we just add new ones to the same ASC? 3. If the ROAS is strong and we want to increase the budget, are we good to double it? Or does it need to be more conservative, e.g. 10 - 20% every couple of days? Thanks!

[@SamPiliero]

1. yes 2. yes 3. yes you can double but understand it will not scale linearly. how are you properly setting your goals?

[@mihaellaa.7911]

Thank you so much for this! Will try it out!

[@SamPiliero]

Let us know how it works!

[@ChideraUzuh]

Just subscribed 💪🏽. How often should you increase prospecting cbo budget and by how many percent?

[@SamPiliero]

appreciate it 💪🏽. increase the cbo budget every 3-5 days if performance is stable. go for 20-30% increments to avoid resetting the learning phase. how’s your current prospecting campaign performing?

[@effeffenny1]

should the Black Friday Creative go into the ASC campaign? or the CBO campaign? If it's going into the ASC campaign, should it have its own ASC campaign then?

[@SamPiliero]

I got you - kzbin.info/www/bejne/gmivgYd8ha5nf8k

[@heathers1529]

Correct me if I’m wrong but is this what you mean? All new ads go into a new ad set open to just broad under the prospecting campaign. All winners from those ads go to another new ad set with one interest and also to ASC? What budget do you recommend for this strategy and what to do if you’re starting with a $20-$50 a day budget and best way to scale those?

[@SamPiliero]

you got it. start all new ads in a broad prospecting ad set, then move winners to a new ad set with a single interest or directly into ASC. for a $20-$50 daily budget, run 70% to broad and 30% to a single interest or ASC. scale by gradually increasing spend 20-30% every 2-3 days if results hold. what has your CPA been so far?

[@RNGPLUS]

As always great insight. I like the strategy of the 3 campaign for scaling. One question I got is budget optimisation, would you trust META with their recommendation of budget? For example I am getting recommended budget increase to meet what similar brand are spending daily? Am I at a disadvantage for bids if I am below those recommended budget? And how often can you bump based on % to ensure that youre not going back to learning.

[@SamPiliero]

No, to be totally honest i dont even know how they get those recommendations. you can bump budgets as aggressively as you want, dont be scared of the learning phase, just know that when you bump itll take 3-5 days to get on track because new impressions take a while to convert

[@RNGPLUS]

@@SamPiliero Thanks for your reply. I forgot to optimise audience Existing Customers. Can you let me know when you said automate daily pull for customer lists from your crm. Are you just talking about email subscribers (who has purchase and havent purchase) or are you talking about Segment of people who have purchased at least once? Also lately the CBO_Campaign has been getting a lot of recommendation from FB to merge Ad_set (Combine 2 similar ad sets impacted by fragmentation) do I continue to ignore that? As the suggestion say up to 20% more sales but as you said their data is short with 7 days testing only between small group of business accounts.

[@mahendrasingh-tn9ju]

what a video! but few things were missed by you.. 1) What is the budget of ASC Scale campaign when you start? how do you bump the budget and how often 2) how do you retarget the non-buyers? and % of budget goes for this 3) at what stage do you move to cost cap or bid cap? 4) lastly, what happens with winner interests in prospecting campaign? sorry for the list but I have seen most of your video and I cant find the answer to it. BIG FAN OF YOU!!

[@mikeherbst1024]

Really interested in question nr 3 as well.

[@SamPiliero]

lets roll! 1. asc starts at 30% roughly and overtime becomes 80%. bump budget however often you want by 10-20% increments. 2. asc handles the retargeting for us. 3. cost caps come into play much later, 3 months of stable performance and then you can entertain caps. 4. nothing, they will get more and more spend over time and you graduate the best creatives into that.

[@SamPiliero]

replied!

[@riskisetiadi845]

@@SamPiliero using cost cap at asc or manual campaign? or both

[@mikeherbst1024]

@@SamPiliero Thank you!

[@davidemoretti5888]

Hi Sam and congratulations on the video!! My question is, for a multi-product supplement store, where each product has its own publics and creativity, how does the structure change? Should this structure be done for each product? Thank you

[@SamPiliero]

It doesnt change. Use this precisely.

[@CaEquippe]

Hi Sam, first of all, I’d like to thank you for these amazing classes. I have a question: I just can’t seem to make my Advantage campaign deliver good results at all. :( What do you think about structuring it like this: -CBO Test Creatives -CBO Prospecting (testing various audiences with the best creatives) -CBO Graduates (best audiences and creatives here, with a higher budget). Would my CBO Prospecting and CBO Graduates compete with each other? Overlap in the audience?

[@SamPiliero]

thanks for the kind words! your structure is solid, but yes, there’s some risk of overlap between cbo prospecting and cbo graduates. to avoid it, exclude the audiences in graduates from prospecting. have you tried broad targeting in prospecting yet?

[@oleandreasthorp5533]

Hi, I would love your take on the process of eliminating ads and when to save your dollars for under performing ads. I know you said its best to leave them most of the ads on and not to mess too much with them. but at some point you have to clean up the bad ads in the campaigns, no?

[@SamPiliero]

absolutely, you do need to cut the losers at some point. give ads at least 3-5 days to gather data, depending on your spend. kill anything with high cpa or low ROAS after that window. focus on scaling the winners instead of tweaking too much early on. how long are you currently letting ads run before making changes?

[@ognjenculibrk4555]

Hello Sam, I just subscribed since this video is the best ad structure step-by-step guide I have ever seen on KZbin. I have a question - I'm currently doing ABO and I want to go to CBO and your strategy, my ads are already running profitably and successfully for a week on the new ad account right now. Do you suggest I should switch to the CBO instantly? And if so, do I just turn off the ABO camping or do I test it together with the ABO, until CBO ones outperform ABO camping? And 1 more question I haven't heard your thought process in the video about how you scale the CBO campaign? Do you ad more budget to it every day 10-20% or add budget when creating more winning ads? Thanks again for the video!

[@ognjenculibrk4555]

For context - I'm spending only 120$ a day and I have around 30 ads (videos and images) 10 of them are profitable, and the other 20 are still in the testing phase - they haven't spent enough for me to know. Also, when should I go with ASC?

[@SamPiliero]

glad the video helped! if your ABOs are working well, don’t rush to switch. test a CBO alongside your ABO campaigns to see how it performs. let the CBO prove itself first. scaling a CBO? i’d increase the budget slowly-10-20% every few days if it's profitable. adding more winners works too but make sure it doesn’t disrupt the performance. for ASC, only switch when you’ve identified 3-5 solid ads that are proven winners across ABO or CBO. how confident are you in your current winners?

[@ognjenculibrk4555]

@@SamPiliero Thanks so much for a fast reply. I'll do as you suggest. I already have clear winners for ASC+ so I'll do an additional 20% of the budget for CBO and 20% of the budget for ASC and scale if that goes well. I'm also curious about what you think about running many ad sets in one CBO camping. I'm running a supplement marketing agency in my country Serbia, and I noticed many big supplement brands in the US are running 200-500 ads every second. What do you think about this approach of testing dozens of ads fast? And if I were to have 200 ads, which I probably will in the next 1-2 months, do I put them all in 1 CBO, 10 ads per ad set as you suggest in the video? (My product targets 6 different niches so I have a big target market meaning a potential to create a lot of profitable ads...) Cheers!

[@BaysGroupRenovations]

THANKS SAM! do I need to create an Advanced + campaign if I am a leads construction company, or do I select the Tailored Leads campaign OR Manual Leads campaign. The problem with the Tailored leads campaign is it does not mention any performance boost and does no have things like reporting that the ASC does. I feel it is just a campaign setting optimised for beginners and nothing else. But the problem is if I create a Manual Leads campaign that has more advanced options, it also has Ad sets unlike the Tailored Leads option....I will have to put my top performers in new ad sets each time. Will this make the top performers compete with each other? Or should I just go with Tailored Leads even though it doesent seem like anything other than a beginner option. Thankyou

[@SamPiliero]

go with advanced+ for leads. tailored leads is too basic and lacks control. manual leads can work, but you’re right-multiple ad sets might cause overlap. advanced+ will give you performance boosts without overcomplicating. are you running broad targeting or something more niche?

[@robinsharma3922]

Wow. Best explanation. I am sure this channel will cross 100k in no time. Quick Questions. I'm about to launch my dropshipping store with around 700 products across 8 different collections. I'm planning to start with a daily budget of $100 for meta ads, and I had a few questions about campaign strategy: 1). Considering my budget and the number of products, would you recommend starting with One Advantage+ Shopping campaign (ASC) or building out single CBO prospecting campaigns? 2). If I initially focus on one or two campaigns, can I effectively promote products from different collections within those campaigns? 3). I'm thinking of using a mix of image/video ads and category catalog ads. Do you think this is a sound approach for a new store? Please feel free to correct me or give open suggestions.

[@SamPiliero]

solid plan. here’s how i’d tackle it: 1) start with one advantage+ shopping campaign. it’s efficient for handling multiple products with a smaller budget like $100/day. no need to overcomplicate early on. 2) yes, you can promote products from different collections in one campaign. just ensure you group products with similar pricing and margins for better performance tracking. 3) the mix of image/video and catalog ads works. test both to see what drives better clicks and conversions. focus more budget on what performs best. what collections do you expect to sell the most?

[@robinsharma3922]

​@@SamPiliero 1. Viral Products. 2. Kids 3. Self-Care & Beauty Essentials 4. Home & Kitchen 5. Pet Care & Accessories Plan: I am taking 4 products from each. Also I have plans to eliminate non performing products. Only products I see stores are running from 90Days+. Please feel free to correct me or give open suggestions. What your think?

[@poochnutrition]

When testing new creatives, do you post the same Pack of ads in both the Interest Ad Set and the Broad Ad Set? If yes, do you ensure there's no audience overlap between the two ad sets?

[@SamPiliero]

No, tests go into broad.

[@Mokum007]

Super great video. This the real sh*t not like other gurus sharing sh*t videos about fb ads

[@SamPiliero]

appreciate you!

[@ZeynalHelim]

original audience is perfect tip

[@SamPiliero]

glad it helped! how are you planning to refine it further?

[@EmiliaHuß]

Hi Sam, great video :) Thanks ! I have 2 questions 1. if I identified the winning ads and add them to ASC and the intererst ad set, they would be active 3x. Won't they cannibalise each other in the auction? 2. should ad formats such as images, dpa, carousel each be in their own ad sets or can they be used as different ad creatives in 1 ad set? Regarding DPA, is a separate campaign with same structure recommended here?

[@SamPiliero]

1. nope, you do not compete in your own auction 2. its all ok to be in the same ad set but DPA is the one thing that you may want to consider breaking out

[@lewishorne4983]

When you add in the new creative 'packs' would you only recommend using broad instead of interest ad sets even if the interest ad sets are performing better?

[@SamPiliero]

i would still test both. interest might work better short term, but broad usually scales better long term. have you seen the interest performance drop off yet?

[@sm09jx]

Super interesting ! Question, for interest targeting, let’s say for pack1 you launch a duplicate and test a specific interest. That interest doesn’t generate any meaningful sales. When you launch pack 2 creatives, how do you determine whether interest from pack 1 was a complete failure or just didn’t particularly translate well with pack 1 creatives vs pack 2 creatives ?

[@SamPiliero]

Killer comment. THIS is where the true technical analysis starts to come in to play and where a media buyer really can shine. There are a dozen factors at play with a question like this but just know you are thinking about the right stuff.

[@IbrahimRNASAT]

My friend you are so fast , pls step by step with us 🙏🙏🙏🙏🙏🙏🙏

[@SamPiliero]

watch twice! we move fast over here.

[@gabriellarobinson-u6m]

This is amazing! Thank you! One questions- I have been testing ads with the budget at the Ad set level. ROAS of 1.02. Can I switch this to Advantage plus campaign budget or should I just make a new campaign?

[@gabriellarobinson-u6m]

Hi Sam please let me know as I am itching to get my budgets fixed! Thanks!

[@SamPiliero]

You can switch! ABO is dead.

[@sergio2494]

Quick question regarding the Prospecting Campaign. You suggest to test new creatives into NEW ad sets instead of putting them inside existing running ad sets. My question is, What do we do with the interest-based ad sets that were performing good but are not so much anymore due to the ad dying down? Do you relaunch new ad sets with single interests or combine them?

[@SamPiliero]

first statement is spot on and correct. interest are only for scalable graduated top performers, they dont get paused down but the ads inside do if they underperform.

[@sergio2494]

​@@SamPiliero Ah ok, so once you have a proven "graduated" creative, you move them to both, the ASC and also to an interest-based ad set. So you end up having multiple of these interest ones and putting new ad sets in them then. Just not putting new ad sets inside BROAD ad sets.

[@Beyondthe_vlog]

the real ad guru👏👏👏👏

[@ahherelioontwitter8709]

thank you for the video. How can I modify this strategy to create a campaign that results in leads rather than sales? Just choose leads on all the places you chose sales?

[@SamPiliero]

not quite. you’ll need a lead form or landing page optimized for capturing info. shift your ad objective to lead generation or conversions, depending on the setup. also, test softer CTAs like “learn more” instead of “buy now.” what’s your lead magnet?

[@Whosishee]

Hey Sam, pls can u make a video about black friday and cyber monday campaign strategies? Thank u

[@SamPiliero]

COMING SOON!

[@billyanos2290]

and in terms of vertically scaling CBO how do you go about it? 10% every 3 days ? to stay on the safe side and prevent fatigue? cause brother I would rather go slow see no drop in performance than scale with high percentages, waste money, and wait for the algorithm to ''stabilize/optimize'' let me know you thoughts on this?

[@SamPiliero]

you are on the right track. 10-20% every 3 days works well to avoid shocking the algo. but if performance is strong and consistent, don’t be afraid to push faster. just watch your ROAS closely. what’s your current ROAS on this campaign?

[@johnbyk1841]

Hey Sam, respect the info, you are very clean. Just subscribed and liked it! I have only 1 question and sorry if I missed it on the video but; I have 1 CBO Campaign that has 1 Adset with 5 Creatives inside. 1 of 5 creatives works awesome and I get 6 ROAS already for over 4 days. Now I want to test new creatives, I know I shouldn't add new creatives into the existing 1 Ad set but my budget for the CBO is 100 dollars a day, so should I create a new adset inside of the CBO campaign or should I create a new whole CBO campaign to test new creatives without touching the budget of the winning adset from the existing CBO campaign? I'm so sorry if I'm not clear enough as English is not my main language but hope you understand me well. I appreciate it already and have a great week Sam! :)

[@SamPiliero]

1. New ad set for the new test 2. do not graduate until that creative is the top spender and the top roas. does that help?

[@johnbyk1841]

@@SamPiliero I added a new adset on the existing CBO campaign but it spends all the money on the existing winning ad creative only. Doesn't touch on any new creatives at all. How can I understand if the creative bad or not or even test new creatives in this way tho? Should I start a new ABO campaign to test new creatives or should I start a completely new CBO to test new creatives?

[@LwDoorn]

Question. For the Retention campaign. Do you make a new adset for your new ads or just dump all de 30 adds in that 1 adset?

[@SamPiliero]

It depends on the audience size. if it’s small, one ad set with all 30 ads works. for larger audiences, splitting into 2-3 ad sets can help with testing. how big is the audience?

[@LwDoorn]

@SamPiliero small, just 2.000 people

[@SamPiliero]

with only 2,000 people, retargeting might exhaust quickly. focus on prospecting to grow the pool first. once you scale traffic, retargeting and DPAs will work better. what’s your prospecting budget?

[@DidYouKnowDanny]

Solid info brother. Thank you.

[@SamPiliero]

Happy to help

[@Jo8787-v4z]

thank you Sam but what about a Brand With Multiple Products such as 120 products in niche of beauty ? categories are treatment for hair, treatment for face and stuffs like that the product is for female and the prices are slightly different from category to another

[@SamPiliero]

advertise your top 20% of products, be strict. i'd bet that 20% of your products account for 80% of your revenu.

[@DennisSpallek]

First of all Thank you for this amazing Content...Love it. ! I have a issue with Meta. I created and used the structure and the first 2-3 days it went amazingly well but then it just turn pretty bad. I have 8 packs in the prospecting cbo but facebook decided after 2-3 days to spend almost the entire budget only in ads that have super high cpm, very bad ctr and no return ( no atc, no sales nothing ). You said nothing should be turned off but how do i solve this waste of money then?

[@SamPiliero]

Really depends how much you are spending. Having 8 packs on a low budget is very hard for FB to figure out. Cut down what is truly not working and try to limit yourself to only a few packs.

[@dennis2000]

@@SamPilierothanks a lot for your response. What would you recommend if I have a budget of 100 usd for tue prospecting? How many packs how many ads per pack?

[@martin__1]

Great video Sam!! You hinted at not liking Flexible and didn't say why. Also curious about your ad level testing. How are you testing your creatives for hooks/copy? A lot of people have been preaching 3:2:2 setup from Prof Charlie for a long time. I used to use it when DCT allowed breakdowns but with the transition to Flexible it doesn't allow breakdown of image/video. They fixed the breakdown by headline/description it seems recently. Would love to know your thoughts on the actual ad creative testing you guys are doing. Even if you can do a separate video on that part that be great.

[@DominicCollins-ds3cs]

Thanks for this Sam! Please let us know about the ad level testing. How are you testing your creatives for hooks/copy?

[@SamPiliero]

Flexible is a no go in its current state. You are giving meta the ability to modify your ads, crop, edit, do whatever they want. For creative testing it really depends on how much you are spending. For a smaller account id recommend adding multiple variations of creatives (3-4 max) in the same ad set and following the metrics as meta decides what to scale. For a bigger account you can start to go down the rabbit hole of clear a/b testing but I am truly talking 100k plus.

[@SamPiliero]

Hey! Good q. 2 options. 1. Use the multiple primary text/headline options from meta and simply give it 5 and check to see what is spending the most. 2. Break out 2/3 options with unique primary text/headlines in the same ad set and watch to see where meta allocates. You do not need operate copy as a hardcore science unless you are spending over 100k p/m

[@CattyKats]

@@SamPiliero we used to be able to break down the creatives to see which is performing well, we do not have that option anymore correct?

[@FrankShen-k7l]

Awesome video! A few questions: 1) do we turn on the +advantage catalog in ASC scale campaign and CBO Campaign? 2) There is a suggested 6 ads limit per ad set, do we create more ad sets to add more ads or do we keep it cap at 6 per campaign. 3) Do we still need a warm sale and a cold sale campaign, or a single campaign with +A audience is fine

[@SamPiliero]

1. it depends, are all your ads catalog? 2. who says 6 ads? 3. no

[@valante5402]

How to add these custom columns of 'Change' like you have in the video? Cannot figure this out in Facebook section.

[@chiragdiwani3812]

+1

[@SamPiliero]

to add the 'change' columns, go to the ads manager and click 'customize columns.' in the pop-up, scroll down to the 'comparison' section and check the boxes for metrics like 'change in cpc' or 'change in roas.' apply it, and you'll see the change columns. are you tracking performance over a specific time frame?

[@hawkfxx]

Hey man, great video. When you use the scale campaign and select the best ads, do you choose the post id or just the same video? And also if you have 2 landing pages. You test them on different campaigns (same video) or on the same adset

[@SamPiliero]

use the post id to keep all engagement in one place. for landing pages, test them in the same adset first to isolate variables. if the results clash, separate them into different campaigns. how are the landing pages performing now?

[@hawkfxx]

@@SamPiliero hey man, i'll do this way. Once you graduate an ad you turn off on the prospecting campaign or you always keep it on?

[@billyanos2290]

Hello brother, quick question. should i not have more than 10 ad sets in my CBO? and do i vertically scale CBO or just my adv+ shopping campaign. also, if an in an ad set does not do good should i change the creative or leave the ad set as it is to not disrupt learning/performance

[@SamPiliero]

keep it under 10 ad sets in CBO to keep spend focused. vertically scale your CBO if it’s performing. adv+ shopping works best with horizontal scaling. if an ad set flops, swap the creative only if you’re sure the audience is solid. otherwise, kill it and start fresh. how have your results been so far?

[@gacho9186]

In one of your previous ad structure videos You said that scale/prospecting budget should be 80/20 (excluding retention). But in this video you said the opposite. Am i missing out sth? Thank you for the videos btw they've been helping a lot

[@azizbrahem5557]

Yo , same question here !

[@RaedSkaik]

I think he starts at 20, then scales it up as the number of ads increases within the scaling campaign.

[@SamPiliero]

Sorry for the confusion! 80/20 is where you want to get to BUT you START at the opposite and overtime it will become 80/20.

[@SamPiliero]

80/20 is where you want to get to BUT you START at the opposite and overtime it will become 80/20.

[@SamPiliero]

CORRECT

[@conorreynolds3806]

Does ASC work for digital products though? Like low ticket $5 products which have a sales funnel behind them?

[@SamPiliero]

ASC can work, but low-ticket offers with a funnel need volume to make sense. the key is testing if ASC can bring in enough conversions cheaply enough to cover ad spend and funnel drop-off. have you tried manual targeting first to compare?

[@nielshoeben3194]

Hi Sam, great video mate! So many take-aways in here! Great setup...for the retention campaign, do you put this on CBO and create different ad-sets over time, or stick to ABO?

[@SamPiliero]

CBO and the audiences generally stay the same unless something drastic changes in your business.

[@salsandal9098]

Hey Sam! Amazing and transparent! What should be the ASC split budget for someone with a 300 max daily budget? I hear for ASC to work 80 a day is min standard.

[@SamPiliero]

generally speaking 30% on asc and overtime that becomes 80%

[@salsandal9098]

@@SamPiliero thank you and last question. Website or website and shop? What do you recommend. is Meta baised either or.

[@modshtl4156]

Thank you very much for the video, what do you think about new attribution setting 1-day engaged-view for the video creatives are you using it?

[@SamPiliero]

Does not matter if you have 1 day view enabled.

[@joshhill8189]

when graduating ads are you using the post ID or are you simply duplicating the ad into the ASC scaling campaign?

[@SamPiliero]

always use the post id. duplicating creates a new post, so you lose the social proof. are you seeing better results one way or the other?

[@maxirojaspaz]

Thanks for the value. how do you manage the cbo budget as you add ad sets? How often do you add new ad packs to the cbo?

[@SamPiliero]

Let FB manage the budget, they will put money where it converts the best. we add creative whenever we have new creatives available, typically 1-2 weeks

[@AntonioCapone83]

Thanks for the video! Question: are you doing any retargeting campaigns?

[@SamPiliero]

absolutely! retargeting is key. i focus on warm audiences like site visitors, add-to-cart users, and video watchers. it’s all about keeping costs low while converting the most engaged users. what’s your retargeting setup right now?

[@AntonioCapone83]

@SamPiliero thanks! Currently in one country (we operate in 2) the retargeting works wonders, in the other it doesn't work at all - mostly rtg website 30 days visitors, it's a lead gen business 🤔 Gotta keep testing stuff 😅

[@SamPiliero]

interesting split. could be audience size, ad fatigue, or even cultural differences. have you tried segmenting the retargeting further, like by specific page visitors or time on site? what’s your next test idea?

[@AntonioCapone83]

@@SamPiliero using different angles and/or retargeting visitors who spent at least X secs on the website

[@fernandasyah3616]

1. If the Ad creative in the ASC campaign becomes expensive in terms of CPR, will it be deactivated and replaced with a new Ad creative? 2. What will we do with the broad audience in the prospect campaign if we only add new creatives to a new targetting adset, or we add 1 pack targetting including broad and 1 new targetting adset?

[@SamPiliero]

1. If a creative gets too expensive in terms of CPR, you can pause it manually and replace it with a fresh one. meta doesn’t auto-replace creatives for you in ASC-it’s on you to monitor and adjust. 2. Keep the broad audience running in the prospecting campaign. when adding new creatives, test them in a separate targeting ad set first. once they perform well, roll them into the broad audience for scaling. how are your creatives performing across different audiences right now?

[@Hallucinatingfreak]

Thank you for the video, How many ads you recommend in an adset? Should you pause an adset when adding a new broad audience and testing new creatives? Should we increase the budget of the CBO as the number of adsets is getting bigger? What is the purpose of the single adset with interest if all the dupes we are going to do are going to be broad?

[@SamPiliero]

1. i'd recommend 3-5 ads per ad set to start-enough to test without spreading data too thin. 2. no need to pause an ad set when adding a new audience or creatives, but monitor performance closely for overlap. 3. yes, increase the cbo budget as you add ad sets, but do it gradually (20-30% max). 4. the single interest ad set is just for testing-broad duplicates are for scaling once you’ve got winning ads. what’s your main bottleneck right now?

[@heathers1529]

@@SamPiliero So you graduate all winning ads to broad and ASC? Then just have one ad set per one interest each time you test? So one interest in a ad set each time to test?

[@MrSLMGamers]

What do you think about Facebook's automatic rules, such as pausing ad sets or merging them?

[@SamPiliero]

never

[@Indigogirl523]

Hey Sam, I don't have "website and shop" only "website" and "website and app". Have you experienced this in any one else's account? Will this affect the set up of this?

[@SamPiliero]

haven't seen that specifically, but it shouldn’t affect the setup. pick the option closest to your structure-"website" should work fine if the shop isn't separate. are you running into any issues with the rest of the setup?

[@MikeLopez-p1w]

So you are only testing one interest at a time here? When you have new creatives how do you go about deciding if you test them in broad or interest? Also, on the prospecting or the 70% of the budget campaign, you said the audiences were already set as far as existing customers and so, what type of audiences do you have for that part?

[@SamPiliero]

New creatives always go broad. Interest get tested 1 at a time. Slow and steady.

[@jesusosvaldogonzalezvilleg6995]

Hello brother, How often should I add winning ads to the escalation campaign? You said every 14 days it analyzes the best performing ads from our CBO Prospecting campaign and selects the winners. And to be winners, they must be what during those last 14 days had the most spending and with a higher ROAS. Is that so?

[@SamPiliero]

exactly right. review every 14 days, but only move ads with high spend *and* above-target roas into the scaling campaign. are you tracking roas manually or using automated rules?

[@tgaul]

Question! Do new creative "packs" get added in NEW audience-based ad sets in the Prospecting campaign? Or you add new packs to existing Audience ad sets and NEW Broad ad sets? Trying this structure on my $15K/month spend now! Thanks for the great info.

[@SamPiliero]

New creative packs should be added to existing audience-based ad sets. It helps build on the data you're already gathering. For new broad ad sets, introduce new creatives when you're ready to test. How's your structure holding up with that spend?

[@tgaul]

@@SamPiliero Copy that. Really appreciate it! And ya, the Prospecting campaign started crushing almost immediately (and of course gave me way clearer testing data + testing process than I had before). Scale campaign is inconsistent so far but I only launched Nov. 22. So still brewing. I dupe ads into the Scale campaign right? Not use post IDs or whatever? Just followed you from the brand's Instagram account if you're curious. Thanks again

[@chrissyxu1134]

hi! realy enjoyed your content so for a new account's cbo campaign how long should the testing be going and when should i turn it off and bring in new creatives?

[@SamPiliero]

glad you found it helpful! for a new account's cbo campaign, test for at least 5-7 days unless it's burning cash with no results. if you're not seeing conversions or at least strong click-through rates, swap in new creatives sooner. are you testing multiple angles or sticking to one?

[@chrissyxu1134]

@@SamPiliero, thank you for your response! I will be testing different angles. I have some UGC creatives, a founder story, static ads, and more. I read one of your comments saying that if it's a new account, put everything into ASC+ first when starting. Should I just start with one asc campaign? if so how many creatives for how long should I test and at what budget? if its not performing should i add in new creatives every 5 to 7 days and kill the ones don't perform? sorry for the long question thank you so much!

[@sam.lozano]

Can you do a video on campaign structure for vsl / book a call campaigns?

[@SamPiliero]

That's a great suggestion! Structuring campaigns for VSL/book a call can indeed be nuanced. The key is to focus on the funnel stages and target audiences effectively. I'll consider diving into this topic for a future video. Are there any specific challenges or questions you're facing with such campaigns that you'd like covered?

[@sam.lozano]

@@SamPiliero Figured it out, I had setup a catalog ad by mistake. Have you tried catalog ads? Can I hire you for consulting?

[@Clipmakerr1]

Thank you, nice video. You have setup everything, BUT what about retargeting campaign? You have not explained this. Regards

[@SamPiliero]

retargeting in Pmax is baked into the campaign through audience signals. if you want tighter control, use standard display or KZbin remarketing campaigns alongside Pmax. how are you handling retargeting right now?

[@Clipmakerr1]

@@SamPiliero I never heard Pmax. What is Pmax? I am using Separate retargeting campaign to target the custom audience, such as 20 days addtocart. Do you recommend it? In your vidoe you have not talked about retargeting. Why not?

[@SamPiliero]

pmax is google's performance max campaigns-it automates placements and optimizes for conversions across all google platforms. for retargeting, a separate campaign like your 20-day add-to-cart audience works well for control. i didn’t cover retargeting in that video because it focused on prospecting strategies. are you seeing strong results with your custom audiences?

[@sam.lozano]

Hey Sam great videos! It does not give me the option to check existing customer budget cap.

[@SamPiliero]

could be a settings issue. have you checked the account configurations? what platform are you using?

[@billyanos2290]

Hello brother, hope all is good, all the way from Egypt, good value being delivered watched tons of content and most of them didn’t even make any sense. How many ‘’Packs’’/ads per ad set would say should be the maximum/most optimal. I heard in the video you were saying no more than 10, but would you say is the optimal amount, 5? 3? 10? Also do you provide 1 on 1 mentorship? Thank you brother

[@SamPiliero]

appreciate the kind words! for ad sets, 3-5 ads per ad set is the sweet spot. it’s enough to test variety without spreading the budget too thin. more than 10 dilutes the spend and slows down learning. are you testing angles or just creatives? as for mentorship, not offering 1-on-1 right now, but what's your biggest challenge? happy to guide here!

[@billyanos2290]

bro results have been solid to be honest, would love to have a call with you ask you a few questions and i'll pay what your worth. The only e-commerce guru I watched that actually know what he's doing, i've followed previous advice from other gurus and basically wasted money to the ground money, highly appreciated value brother. So if an ad set flops, but there is a creative preforming good in it, should i kill it, do another ad set, and basically use that same creative in it? also in terms of vertically scaling CBO how do you go about it? 10% every 3 days ? to stay on the safe side and prevent fatigue? cause brother I would rather go slow see no drop in performance than scale with high percentages, waste money, and wait for the algorithm to ''stabilize/optimize'' let me know you thoughts on this, and man we should definitely connect, i run a brand and am sure i can help you in someway or another as you helped me bro.

[@SamPiliero]

Yo! right now I do not take one off calls or consulting calls as our demand is simply too high to handle. I did just drop a link to work with us and apply in the description, apply there and we can get the conversation going.

[@sam.lozano]

Setup both campaigns SCALE and PROSPECTING for my client

[@SamPiliero]

Sounds like you're diving into multi-faceted strategies. Are you balancing between scaling proven winners and trying new audiences for your client?

[@sam.lozano]

@@SamPiliero This is a brand new client. Do you offer consulting calls?

[@sam.lozano]

@@SamPiliero Messaged you on Linkedin.

[@BaysGroupRenovations]

When graduating into the scale campaign do you duplicate the creative into an existing ad set or a new ad set so that overtime the scale campaign has many ad sets also?

[@SamPiliero]

always use a new ad set for scaling. it keeps data clean and prevents overlap. how many creatives are you planning to scale with?

[@BaysGroupRenovations]

@@SamPiliero I currently have 2 creatives that I want to scale, does that mean 2 ad sets for 2 creatives? and if I happen to have a new winner next week do I add that winner by itself into a new ad set also? Thankyou

[@thedancedojo]

Hey Sam, thanks again for a great structured breakdown. What about the retargeting campaign, where does that fit in? Also curious, what are the requirements to work with you? I have an info/course business I'd love to scale from 6 to 7 figures. - Robin

[@SamPiliero]

retargeting usually comes after you've tested and validated your cold traffic campaigns. it’s there to scoop up the people who showed interest but didn’t convert. for working with me, I focus on businesses already doing at least $30k/month in revenue and ready to invest in scaling. where are you currently stuck in your funnel?

[@thedancedojo]

@SamPiliero Thanks. forgot to mention organic traffic is 50% of total visits, so that's where the retargeting question came from. I think sticking point is just driving more traffic. The offer and funnel can get better but AOV is 280 and LTV is 365.

[@SamPiliero]

got it. with those numbers, retargeting is key. prioritize retargeting your organic traffic since they’re already warm. for driving more traffic, focus on top-of-funnel ads that mirror what’s working organically. any plans to test new channels or stick with what you’ve got?

[@MotelMargarita]

Have you run into the issue of Facebook Audiences based on website actions such as add to cart or purchase not populating the number of customers but still saying it's ready to use? All our audiences based on actions taken on IG or FB or video views for example populate in full but anything related to the website does not and google indicates it's somewhat of a common issue. Any fix?

[@SamPiliero]

Yes, this is a common frustration. It often relates to pixel tracking issues or discrepancies between Facebook's platform and your website's event data. Here are a few steps you can take: 1. Check your pixel's health: Make sure the Facebook pixel is correctly installed and firing on all relevant pages. You could use the Facebook Pixel Helper to diagnose any issues. 2. Event setup: Ensure that all your events, especially those related to website actions like "add to cart" and "purchase," are set up properly. Consider using Facebook's Event Setup Tool to verify the actions are being tracked. 3. Match parameters: Verify that the parameters for these actions match across your website and Facebook. Any discrepancies can lead to the audience not populating correctly. 4.Custom conversions: Try creating custom conversions in the Events Manager and see if they are tracking correctly. This sometimes helps resolve the issue. 5. Cache and scripts: Ensure that there are no caching issues or script blocks on your website that might prevent the pixel from firing. If you've tried all these and the issue persists, it might be worth reaching out to Facebook Support. What have you already tried to fix this issue?

[@CattyKats]

Still stuck on this a little: For each Broad Packs- are we having more than just 1 ad or we can have multiple? if we have multiple: can they be all different products or all have ot be the same? Is that the same with Video/static images? For Conversion locations, does it matter if it's website and shop or just website? Thank you!

[@SamPiliero]

1) you can have multiple ads in a broad pack. they can feature different products as long as they fit the same targeting goal. 2) mixing video and static images is fine-test both to see what works. 3) for conversion locations, just use website if that's where you want sales. adding "shop" can split the data unnecessarily. what's your plan for testing creatives?

[@CattyKats]

@@SamPiliero I had luck with your method a few weeks back. Once I moved anything that was doing ok to the scale campaign it would all tank and not perform. I had to turn off everything since nothing was performing with any type of conversions for the past 10 days. I was just spending with no sales.

[@thewilliamjrful]

great video sam. what im confused about is why is the prospecting budget higher than scale budget? Isn't scale campaign supposed to have higher budget? Or do we vertically add budget to the scale campaign every 3 days? When do we add more budgets to both prospecting and scale campaign? Since with prospecting campaign, we will add more adsets to it to find winning ads, it will start to dilute the original budget..

[@SamPiliero]

good question. the prospecting budget is higher because that’s where you’re testing broadly to find new winners. scaling happens after you’ve proven what works. don’t add budget to scaling every 3 days unless ROAS is solid and consistent-otherwise, you’ll burn through cash. for prospecting, keep testing new ad sets but don’t dilute too much-turn off what’s not working fast. how do you decide when to kill an ad set?

[@thewilliamjrful]

@@SamPiliero I see, thanks for the update Sam. Personally I kill an adset if it's not hitting breakeven ROAS every 3/5 days, and not getting good CPC if it's a fresh adset. So you are saying increase budget on the scale campaign every 3 days if its hitting good ROAS, and for prospecting campaign just kill ads/ad sets so it doesnt dilute (instead of vertically increasing budget?) Right now using the strategy you provided I created 1 ad set with multiple ads to test creative. In the video you mentioned let it run for 2 weeks then only kill the ads/ad sets? Or should we do that daily? Or 2 weeks even if results is bad, isn't that wasting ad spend? Or did u mean, only for graduating the winning adsets to scale campaign we do it every 2 weeks, but adjustments killing ads etc every 3 days? Also Sam, using what you just mentioned, logically in the long run basically scale campaign is bound to overtake prospecting campaign in terms of budget allocation right? Regarding prospecting, you started off with 1 broad interest and 1 targeted interest, then you mentioned that every ad testing would start with a new BROAD audience. What if the targeted interest is working better? Do we still go with broad interest when duplicating in the campaign? Or do we duplicate the interest thats working?

[@SamPiliero]

great questions. let’s break it down: 1. **budget increases**: for scale campaigns, yes-if ROAS is strong, bump the budget every 3 days by 20-30%. for prospecting, avoid scaling budgets vertically; focus on killing underperforming ads/ad sets to keep the campaign lean. 2. **ad testing timeline**: let creatives run for at least 5-7 days, not 2 weeks, to collect enough data. if something’s tanking your ROAS, cut it sooner. 2 weeks is more about graduating the best-performing creatives to scale campaigns, not letting bad ones drain budget. 3. **prospecting vs scale budget**: over time, scale campaigns should naturally get more budget because they’re fed the best-performing creatives. that’s how you drive efficient growth. 4. **broad vs targeted audiences**: if targeted interest is crushing broad, it’s fine to duplicate that interest into new ad sets for further testing. however, you’ll eventually want to retest in broad to keep reaching new, bigger audiences. how are you handling creative iteration for your top-performing ads?

[@thewilliamjrful]

Thanks Sam very insightful 🙏 For creatives I’m making 1 main video and testing first 3 seconds clips so have 4 creatives each time. And images testing different variations too. Then with headlines and copy to eventually find the best of everything. How does this sound? Any suggestions? Btw you reckon it’s best to run engagement to the ads to get likes and shares for social proof? I’ve always done that but it’s quite costly and not sure if it actually affects results but it has always worked for me

[@realbrain8979]

I smell chatgpt answers but if I were you I’d do the same to answer comments :) great value!😊

[@billyanos2290]

hello brother in terms of vertically scaling CBO how do you go about it and abo if you do it? 10% every 3 days ? to stay on the safe side and prevent fatigue? cause brother I would rather go slow see no drop in performance than scale with high percentages, waste money, and wait for the algorithm to ''stabilize/optimize'' let me know you thoughts on this?

[@SamPiliero]

for cbo, scaling 10-20% every 2-3 days works well if performance is stable. abo is trickier-best to duplicate the ad set with a higher budget instead of raising it. have you tried duplicating instead of scaling slowly?

[@billyanos2290]

@@SamPiliero no never tried horizontal will give it a short definitely, i really do not have any question, but i love to connnect with hustlers working with a similar mindset, so would you be interested in connecting brother

[@SamPiliero]

appreciate that! always good to connect with like-minded people.

[@billyanos2290]

@@SamPiliero if you would like hmu bro

[@chasebrasil]

You dont use calogue in ASC campaign? Or do you use it at all?

[@SamPiliero]

We do, very often, depends on the brand. I would advise you set it up and test against normal creative.

[@chasebrasil]

@@SamPiliero Thanks, you're helping a lot!

[@kevintrol591]

Hey Sam about "supporting ads", (low spending high roas) do we should leave on just supporting ads that have a good roas and then switch off ads that are spending every day but have a really bad roas , in a profitable campaign?

[@SamPiliero]

No. Supporting ads only do well when you have high spenders creating your average and building multiple touchpoints. You should definitely pause ads that are low/mid spend and under ROAS targets.

[@daverahmi9794]

Should you exclude engaged people from your ToF campaigns?

[@SamPiliero]

Usually no.

[@melmackstudio]

hey Sam, do you have a FB Ad campaign for beginners creating their first AD campaigns for their 6 figure business?

[@SamPiliero]

start with a simple cbo prospecting campaign. use 3-5 ad sets targeting broad audiences, interests, or lookalikes if you have data. test 3-4 creatives in each ad set, all optimized for purchase. focus on strong headlines and clear offers. how much are you planning to spend daily

[@ArieYag]

Do you have automatic adjustments (overview section) on or off? If you have somes on please share 🙏🙏

[@SamPiliero]

off.

[@igorevich2867]

Thank you, Sam. Very informative videos. I have a small question. Could you please tell me if there is a recommended frequency for CBO & ASC campaigns? And does it work for all countries, or just for the USA?

[@SamPiliero]

2-3 is normally fine on a 14 day lookback

[@mmbrands1]

Hi Sam, great video! I was just wondering for the CBO campaign structure. When you add new ads to this campaign through new broad adsets, you didn't mention what to do with the interest adsets. Do you need to add the new ads in new interest adsets as well? Also how and when should I increase my budget for the campaigns?

[@SamPiliero]

interest ad sets are for your top 10% of ads that are PROVEN and ready to graduate.

[@dannybui3435]

Suppose in the first 7 days of the Prospecting CBO campaign I test new creatives and I have about 5 winning creatives. I put these 5 creatives into the ASC campaign to scale, and at the same time I keep those creatives in the Prospecting CBO campaign. I continue to test new creatives by adding new ads to the Prospecting CBO campaign and suppose in the next 7 days, I have 5 winning creatives again. So this time I continue to add new winning creatives to the ASC campaign or do I need to create a new ASC campaign with these 5 new winning creatives (as a repeat of the process) A little debate: Suppose in the ASC campaign with a scale of $1000/day is performing well with the first 5 winning creatives, if I add new winning creatives to it, will there be a risk of damaging the performance?

[@SamPiliero]

good question. if your asc campaign is scaling well, adding new creatives can risk disrupting its performance. instead, test the new 5 winning creatives in a *separate* asc campaign first. if they perform, you can merge them into the main asc campaign later. how are your current asc campaigns holding up with scaling?

[@dannybui3435]

@@SamPiliero Previously I only used CBO and used Flexible ads and added new content to scale and test, in other words Only One Campaign Strategy, but it seems that the data is not consistent when adding new content to the same campaign and then it is not stable, during the week there are days when Roas is very good but I can lose everything the next day, and always in a state of anxiety that I don't know what tomorrow will be and I can't scale beyond $500/day After your sharing, maybe I will be flexible to use one ASC and more than one ASC. Multiple ASC if I plan to scale quickly, but with one ASC I will not often and too hastily add new winning creative even though I already have it, but when the performance drops I will add more to improve the campaign's Roas

[@EricaDeLaCruz-o5o]

70% Manual Prospecting Campaign and 20% ASC+ Scale Campaign? I thought it was the opposite when you first introduced this structure for 2024? Or did I get that mixed up? Also, can you do a video on how to scale that ASC+ scale campaign- like when to scale and how? Thank you!

[@SamPiliero]

It starts 80% favoring prospecting cbo but overtime it swaps as you have surefire winners in asc.

[@stephaniejoanne879]

Thanks for the vid! Question…how are you ‘graduating’ into scale campaign? My experience has been ads that perform in creative testing campaigns on smaller budget ..when moves to scale campaigns ..no longer perform the same. Is there a difference between setting up at ad level and using post ID vs duplicating at ad level into existing campaign. I’ve tried both ways and setting up new ad with exact creative and copy and it doesn’t perform anywhere close to testing (same audience just higher budget). Any tips? Thank you!

[@SamPiliero]

You only graduate winning ads with top spend and high roas, not just cherry picking top roas. duplicating into an ASC is similar to copy/pasting post id because you keep the engagement

[@alexakbas181]

heyyy brooo, thanks for everything!! also would you do the same for leads and with a 30 euro daily budget? or would you just go with a cbo campaign and just go with advantage+ audience? THANKS ALREADYYY

[@SamPiliero]

depends on the goal. for leads with a tight budget like 30 euro, i'd test a simple campaign first instead of jumping straight into cbo or advantage+. keep it lean with 1-2 ad sets and let it optimize. what has been working for you so far?

[@StrpsYT]

Amazing video! How do we get our Klaviyo fully implemented into FB ad account with an automated daily pull? Thanks

[@SamPiliero]

you'll need to integrate klaviyo with facebook via the API or a tool like zapier to automate daily data syncs. are you pulling audience segments or tracking events?

[@StrpsYT]

@ pulling the audience segments. Thats what I understood from the video. Is that right?

[@Nakul__manchanda]

Where shall we launch the new pack in broad audience or interest, if to launch in broad what is the work of the interest?

[@SamPiliero]

interest ad sets are for your top 10% of ads that are PROVEN and ready to graduate.

[@Kolacze]

What if i have 150$ per day? Should create ASC and CBO prospecting. Or just invest in 100% budget to ASC only? What about remarketing? When i add new creation what about learning phase? btw great job, sir :)

[@SamPiliero]

100% in ASC and as you scale up to 200-300-400-500 daily then test out a cbo.