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Optimal FB Ad Account Structure [Advanced Tips]

Hey guys, Dave Nash here.

Just wanted to drop in and provide a bit of value…

Me and a few of my friends running between $500-10k / day on fb ads have been utilizing the following ad account structure and it seems to work. Your mileage may vary but I think that it goes along with today's FB ads best practices. Let me know if you can find any ways to improve upon this structure, would be glad to have a conversation about it!


For this campaign structure strategy we’re going to create 5 different CBO campaigns.

  • 3 Top of funnel campaigns

  • 1 Middle of funnel campaigns

  • 1 Bottom of funnel campaign

1) The first top of funnel campaign we’re going to set up is your Interest CBO campaign.

This CBO should have 3-5 ad sets, with each ad set using broad single interests, or grouped keywords.

It doesn’t really matter what the interests are or how many you stack into an ad set, as long as you are getting at least a 10M audience size

2) The second top of funnel campaign we’re going to set up is your Low Intent LAA CBO campaign.

Each lookalike is going to get its own ad set within this CBO.

We are going to create 10% look alikes using these custom audiences:

  • Time spent on website 25%
  • View contents
  • Add to cart
  • 50% VV
  • 95% VV

Because we’re using 10% lookalikes, each look alike audience should have at least 20M people in it.

3) The third and last top of funnel campaign we’re going to set up is the High Intent LAA CBO Campaign.

Again each lookalike is going to get its own ad set within this CBO.

We will create 10% look alikes using these custom audiences:

  • Pixel Purchasers
  • Shopify Purchaser list
  • Value-based Shopify Purchaser List

I like to separate these audiences from the other look alike campaigns simply because these are the strongest and most relevant audiences, and scaling them separately from the other campaign seems to work the best.


Before we discuss what goes into the middle of funnel campaign, make sure that for every cold traffic ad set you run, you are excluding the following custom audiences:

  • 3s video views
  • Post or ad engagers
  • Website visitors
  • Purchasers

This is because we want the top of funnel campaigns to be truly cold traffic. Anyone who has seen our cold traffic ads and has already taken action will be retargeted by our middle of funnel and bottom of funnel campaigns.

Now let’s move on to the next part of the funnel.


4) The middle of funnel campaign is going to consist of 2 custom audiences in 2 different ad sets within 1 CBO.

We will create 2 custom audiences with this criteria:

  • 3s Video view in the past 3 days

  • Post engagers in the past 3 days

Put these into their own ad sets and make sure you exclude the following custom audiences:

  • 50% video views
  • Website visitors
  • Purchasers

The point of this campaign is to retarget people who have taken some sort of action, but nothing as serious as a view content or add to cart.


5) The bottom of funnel campaign is going to consist of 2 custom audiences in 2 different ad sets.

Make 2 custom audiences with this criteria and put them into their own ad sets:

  • 50% VV
  • View content

Make sure you exclude purchasers from each of the ad sets.


That's it for this post guys. Thank you for reading and hope it helped!

submitted by /u/shffldair
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