Step 5 · Campaign structure
Here's how we're building it, bestie.
Sized to your budget, shaped by your bucket. No copy-pasted "run 5 campaigns" nonsense — just what actually makes sense at $10–25 / day.
Since you're in the Traffic Problem bucket, we're prioritizing broad cold reach first — retargeting only matters once cold is actually working.
Budget strategy
Use ABO, not CBO
Ad Set Budget Optimization gives you control at low budgets. CBO lets Meta shove your whole spend into whichever ad set spikes first — great at $500/day, brutal at yours. ABO means every ad set gets a fair, forced budget so you actually learn what works.
Daily budget split
100% cold · 0% retargeting
Based on ~$20/day
Cold traffic
Strangers who've never heard of you
$20/day · 1 ad set
Retargeting
Page viewers, video watchers, IG engagers
Not yet — you need cold traffic to retarget first
Your structure
1 campaign · 1 ad sets · 3 ads total
| Level | Name | Daily | Ads |
|---|---|---|---|
| Campaign | Purchases — ABO | $20/day | — |
| Ad set | Cold — Broad | $20/day | 3 |
Still all cold. You need enough data on one audience before you spread out — a second ad set here just halves your learning speed.