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Hey, it’s Kent again!
Want more out of Meta ads?
Figure these 2 things out.
Campaign structure (how much money do you have?)
How to get in front of warm AND cold audiences.
Because if you’re not careful, Meta will show you to warm audiences all the time and you’ll deplete your funnel. 🤫
You need organic traffic.
Ads alone will kill your business. Plus, organic amplifies ads and vice versa.
Free eComm SEO resources 👇️
🍖 Plus 7️⃣ apps made for eCommerce.
🏗️ Meta Campaign Structures
1. The Lean Setup — <$20K/month
Low stress, effective.
If you’re just starting out, the biggest mistake is overcomplicating your ad account. All you need is signal right now.
→ Run a single campaign and let Meta do the work.
Run one Advantage+ Shopping Campaign (ASC+)
Meta is all-in on ASC+. This is their most advanced campaign type, built to find conversions fast using real-time behavior and creative signals.
Set your campaign goal to Purchases.
Not traffic.
Not engagement.
Because sometimes, the people who are willing to engage with or click on your ads are not the same ones who actually want to buy your stuff.
What to include in your ASC+:
Start with 8–10 creative assets.
Not 3. Definitely not 30.
Enough to create variation, but not enough to diffuse your humble daily budget. If you’re spending $660 dollars per day and have 30 new ads in your campaign, you’re giving Meta about $20 per ad. So…probably not enough.
Still, you need to give it variation so it can test and find what works.
Here are some ideas👇️
🎨 Creative Variations
📸 Native-feeling formats:
Static image ads — Feature your product and the fastest path to messaging clarity
UGC-style videos — creator or customer content with raw, unpolished charm
Founder content — even if it’s just you on an iPhone talking to the camera
Shelf shots or demos — give people a sense of what it is and how it fits into their life
📐 5 angles worth testing:
Us vs. Them: direct comparisons with your biggest competitor (real or implied)
Benefit-first: “No more bloating,” “Feel better in 3 days,” “Sleep through the night”
Testimonial screenshots: your best reviews in plain text, ugly on purpose
Emotional hooks: “Ever felt like this?” or “Tired of dealing with…”
Lo-fi wins: iOS Notes-style graphics with bold copy — weirdly effective
Then, iterate weekly
Every week, add 1–2 new creatives based on what’s working.
Only pause ads if they’re actively dragging down your performance (high CPA/low conversions).
2. The Growth Setup — $20k+
Start testing.
You want to invest more into testing but without disrupting what’s working well with ASC.
🗝️ Introduce ABO.
This is your creative lab. It's where you run new concepts, test formats, and isolate angles without wrecking your ASC performance.
🤷 Why ABO?
Because it makes sure each new idea actually gets a fair shot. With ABO, you tell Meta exactly how much to spend on each test — instead of letting it autopilot spend to what’s already winning. That means:
Forces Meta to spend on new tests (instead of defaulting to winners)
Keeps each idea cleanly isolated
Gives you insights by ad, not just blended performance
📏 How to structure it:
1 ad set = 1 creative concept/angle
Limit to 1-3 creatives per ad set
Run for 5–7 days, with customer exclusions ON (because you should be going after cold traffic at this stage)
This setup ensures your new ideas get tested, not buried under pre-existing winners.
🤔 What about CBO?
Use Campaign Budget Optimization when you’ve got a few proven creatives and want Meta to optimize between them.
🎯 Creative = Targeting
This is the part where you make sure you reach both cold and warm audiences.
Some creatives are MADE for cold audiences.
Some for warm.
Meta knows which is which.
So make sure you give it both kinds of creative, and you will reach both audiences.
🧊 Cold = Make strangers care
Your job here is to earn attention. It’s all about the hook; build off that pain point.
Pain-driven hooks
Questions > statements
Founder-led storytelling, e.g. “I saw this problem, this is how I’m fixing it”
These ads feed the funnel. Yes, they’ll have lower frequency, higher CPA and lower CPMs — that’s okay. They’re working.
🔥 Warm = Turn interest into action
These people already know you. Your job is to build belief and remove doubt. Use:
Testimonials and reviews
“3 reasons why” style explainers
Competitor comparisons
Offers and guarantees
Seasonal urgency
Behind-the-scenes validation
📊 How to tell how Meta is classifying your ad:
High frequency + high CPM = warm audiences (MOFU/BOFU)
Low frequency + lower CPM = cold reach (TOFU)
If you’re seeing mostly high-frequency, high-CPM ads winning, your account is over-reliant on warm audiences.
TOFU ads will have lower frequencies and probably higher CPAs (cold audiences), but absolutely HAVE TO have some of these in your ad mix to scale.
Feed the top. Keep the funnel alive.
🧃 Bonus tip
Steal my creative production schedule.
Founder videos (1–2/month)
UGC reviews (1–2/week)
Shelf shots and statics (reworked weekly)
Mashups (edit together your best clips)
Plus the tools I use:
🧠 In Short
You don’t need more campaigns or complex setups. You need a system that works at your growth stage.
Under $15K? One ASC+. Good creative variety. Test weekly.
Over $15K? Add an ABO test layer. Protect your winners. Feed the funnel.
Creative is your targeting now. Treat it like your most valuable asset and make sure you’re repping every level of the funnel in your ad mix.
Build it simple. Refresh it often. Let Meta do the rest.
See you next week,
— Kent
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