There are right and wrong ways to structure your Facebook ads campaign. The right structure can lead to better results and less wasted ad spend.

My agency has spent tens of millions of dollars on Facebook ads over the last six years, and we know our campaign structures work well. In this post, I’ll show you how to structure three different types of Facebook ad campaigns—conversions, leads, and omnipresent campaigns—so you have the best chance of success.

Remember, while campaign structure is very important, your offer is essential in any advertising campaign. If you need help with your offer, check out my article on why offers are so important and the 7 types of offers that will help you stand out and be profitable.

Conversion Campaigns

You will use a conversion campaign when you want someone to buy directly from your Facebook ad. Conversion campaigns are most often used in e-commerce businesses where you have physical products that you can display directly in the ad, and people buy them from you after they click on the ad.

Setting Up a Conversion Campaign:

1. Create a New Campaign:
   • Name your campaign based on what you sell (e.g., “Spring Sneakers”).
   • Select the sales campaign objective.
2. Organise Product Ranges:
   • Use one campaign for each product range to avoid internal competition.
   • Group similar products (e.g., different types of sneakers) in one campaign.
3. Ad Set Level:
   • Create a warm audience ad set and duplicate it four times.
   • Rename the ad sets to have four cold audiences and one warm audience.
   • Test two lookalike audiences and two interest-based audiences.
4. Advantage Campaign Budget:
   • Turn on the advantage campaign budget (formerly campaign budget optimisation).
   • This allows Facebook to allocate the budget across ad sets based on performance.
5. Ad Creation:
   • Set up 4-5 ads per ad set to test different creatives (e.g., image ads vs. video ads).
   • Use the same ads in warm and cold audience ad sets to maintain consistency and avoid the “creepy” retargeting effect.

Lead Campaigns

A lead campaign is likely your best advertising vehicle if you have a service or expertise-based business. A lead campaign allows you to offer something for free in exchange for a name and email address. Once people sign up, you can retarget them with the next step in your sales funnel.

Setting Up a Lead Campaign:

1. Create a New Campaign:
   • Use the leads campaign objective.
   • Name the campaign based on your lead magnet (e.g., “Lead Magnet Campaign”).
2. Ad Set Level:
   • Create a warm audience ad set and four cold audience ad sets.
   • Exclude people who have already signed up for your lead magnet from your warm audience.
3. Ad Creation:
   • Create ads encouraging people to sign up for your lead magnet.
   • Use similar creatives across all ad sets.
4. Retargeting Campaign:
   • Create a second campaign for retargeting those who have opted in but have not taken the next step.
   • Depending on your sales funnel, this campaign can be a lead or conversion.

Omnipresence Campaign

Omnipresence campaigns are long-term Facebook strategies used alongside conversion or lead campaigns. These campaigns help you dominate the marketplace by consistently putting your content in front of a small group of people, building trust and recognition over time.

Setting Up an Omnipresence Campaign:

1. Create a New Campaign:
   • Select the awareness campaign objective.
   • Do not turn on Advantage Campaign Budget Optimization.
2. Ad Set Level:
   • Create one ad set and duplicate it nine times for 10 ad sets.
   • Use the same audience in each ad set, typically a warm or geographically constrained (30,000 to 60,000 people).
3. Ad Creation:
   • Place different ads in each ad set to serve varied content to the same audience.
   • Set small budgets of $1 per ad set for a total of $10 a day.
4. Frequency Control:
   • Set a frequency cap to show each ad once every five days, aiming for two ads per person daily.

The Bottom Line on Facebook Campaign Structure

The most important part of your campaign is the offer. Still, the campaign structure is one of the most critical elements after the offer. Different types of campaigns require different structures to be successful. Use this guide to effectively structure your Facebook ad campaigns and maximise your advertising results.