The BEST Facebook Ads Campaign Structure for 2024

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:

[TopFactsk]

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

[Sup-mvwh]

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 😄

[TheRealSandman]

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

[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?

[doblecero]

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.

[mypaplanner]

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.

[LordHeroMc]

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

[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?

[haleymcdonald]

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!

[oshaosha]

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.

[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

[ZDY]

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?

[peterheinz]

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?

[apartmentinvestingforbeginners]

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

[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. 🎯

[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.

[tubeeyes]

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

[arshiataramsari]

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

[chriswu]

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?

[bagchaivai]

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