Facebook Ads in 2025 are a completely different game than they were just a few years ago. Back then, advertisers had to run countless campaigns, test dozens of audience types, and constantly tweak every setting inside Ads Manager. Success often meant juggling multiple ad sets, obsessively narrowing down interests, and relying on manual optimizations.

Today, that approach is outdated. The winning formula now centers around simplified, consolidated campaign structures with creative strategy at the core rather than constant micro-management. With Meta’s algorithm becoming more powerful and intuitive, advertisers are now rewarded for cleaner setups and high-quality creative inputs.

No One-Size-Fits-All, But a Proven Foundation

Let’s get one thing straight. There’s no single structure that works for every business. Every brand is different. Some sell high-ticket items, others run on subscriptions, and budgets vary across the board. However, there is a foundational framework that works as a flexible blueprint. You can tailor it based on key factors like your business type, product nature, and ad spend.

After managing campaigns across various verticals, ad budgets, and product types, here’s how I typically break it down.

Campaign Structures Based on Business Type

1. Small Businesses with Low Ad Spend

Goal: Minimize risk while identifying early winners

 Setup:

• 1 Campaign (CBO) with 1 broad ad set
• All creatives tested within this one ad set
  
  

Small businesses usually operate with limited budgets, which means there’s little room for waste. In this case, CBO (Campaign Budget Optimization) is your best friend. Instead of running multiple ad sets and spreading the budget thin, we let Meta’s algorithm decide which creative deserves the spend.

While traditional advice says to test creatives in ABO (Ad Set Budget Optimization), that can be too risky for small accounts. ABO divides the budget evenly across ad sets, regardless of performance. On the other hand, CBO automatically shifts budget to the best-performing creatives, helping small brands conserve budget while still identifying potential winners.

Why it works:

This method reduces risk, accelerates feedback, and helps brands quickly determine whether an ad concept is worth scaling or needs to be scrapped.

Once you’ve found one or two winning creatives based on ROAS, engagement, or consistent purchases, you’re ready to scale.

Next Steps:

• Scale Campaign (CBO): Allocate 70% of the ad budget
  
  
• Ongoing Testing Campaign (CBO): Allocate 30% of the ad budget
  
  

Keep testing! Even with winners, creative fatigue is real.

2. Mid-Sized Businesses with Decent Ad Spend

Goal: Fairly test creative angles and formats

✅ Setup:

• Creative Testing Campaign (ABO): Each creative in its own ad set
  
  
• Scale Campaign (CBO): Add only top-performing creatives
  
  

With a larger budget, businesses can afford to take more calculated risks. That’s where ABO becomes more effective. You can assign equal budget to each creative and monitor performance without the risk of early budget shifts that CBO sometimes causes.

ABO allows for true split testing, where each creative gets a fair shot without being overpowered by early engagement spikes. This helps you collect cleaner data and understand which format, angle, or message resonates most.

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 Why it works:

You can objectively compare creatives and confidently identify what outperforms the rest. This makes scaling more strategic and less guesswork-driven.

After identifying winners, move them into a Scale Campaign (CBO) and continue using ABO for ongoing creative testing.

3. Large Businesses with High Ad Spend

Goal: Leverage volume and performance data at scale

✅ Setup:

• Creative Testing Campaign (CBO): Multiple ad sets, each creative angle/concept isolated
  
  
• Scale Campaign (CBO): High-performing creatives only
  
  
• Optional: Cost Cap or Bid Cap Campaign for efficient scaling
  
  

When you’re operating at scale, your testing strategy shifts from fairness to volume and speed. The goal isn’t to give each creative an equal budget but to test as many ideas as quickly and efficiently as possible.

At this level, each creative should be isolated in its own ad set. This avoids overlap and allows for better budget distribution as the algorithm identifies winners.

If your pixel has sufficient historical data, consider setting up a Cost Cap Campaign. These campaigns only spend when your ideal CPA is likely to be met, which can dramatically improve efficiency for mature ad accounts.

✅ Why it works:

This structure balances aggressive testing with performance control. It plays to the strengths of larger budgets and more robust data, allowing you to scale faster without sacrificing profitability.

Special Cases: Subscription Brands, General Product Stores, Multi-Country Ads

Not all businesses fit neatly into one of the three structures above. Some brands require unique approaches based on their product offering or target geography.

Common Scenarios:

• Subscription-based products
  
  
• Broad or general product ranges
  
  
• Multi-country targeting
  
  

 Adapt the structure like this:

• Group creatives by product category: For example, skincare vs. wellness vs. apparel
  
  
• Use modular ad formats: Collection ads, carousels, or catalog ads to showcase variety
  
  
• Set up separate campaigns per country: Tailor creatives, messaging, and language for each region
  

Final Thoughts: Why Simplified Structures Win in 2025

A messy campaign structure often does more harm than good. If your account is packed with overlapping campaigns and redundant ad sets, you’ll end up:

• Competing against yourself
  
  
• Driving up CPMs unnecessarily
  
  
• Killing your ROI
  
  
• Burning budget on avoidable inefficiencies
  
  

Meta’s advertising system is smarter than ever. Instead of trying to outsmart the algorithm, the best approach is to work with it. This means:

• Going broad with your targeting
  
  
• Avoiding excessive audience filters
  
  
• Trusting Meta to deliver your ads where they’ll perform best
  
  

Pro Tip: Spend less time micromanaging campaigns and more time building great creatives.

Got Questions?

Drop your thoughts in the comments or reach out directly at hello@digitorm.com. We’d love to help you build a campaign structure that performs.

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