Most Meta accounts use the same setup for every business. That’s often where it goes wrong.
Before you build a Meta account, ask yourself one question: does this business need profit on the first order (AOV), or does it earn it back over time (LTV)?
The answer decides the structure.
Here’s how you can set it up for four types of e-commerce:
Hero product
One scaling campaign with 60 to 80% of the budget. One broad ad set, 10 to 50 proven ads.
One testing campaign (CBO) with 20 to 40%. Every week a new ad set with 4 to 6 ads, all on one angle.
Adding new categories
The same core setup for the hero product.
Every new category gets its own campaign, with testing and scaling in one.
Bid for value, not volume.
The profit has to come from the first order.
Multi-SKU fashion brand
70%+ goes to brand building: fresh story ads every week, one persona per batch.
20 to 30% goes to catalog ads, with one ad set per category, so you can shift budget to move stock.
5 to 10% goes to retention for existing customers.
Multi-brand retailer
80 to 90% goes to catalog ads, with one ad set per category and copy that fits the products shown.
About 5% goes to retention. Keep frequency below 7.
Most of the budget here should go to Google, not Meta.
One rule for all four: promos and launches get their own campaign. Keep them away from your evergreen ads.
