TLDR: 

• Consolidation is key: Stop over-segmenting. Meta’s algorithm needs 50+ conversions per ad set per week to optimize effectively. Fewer, stronger campaigns = better results.
• Use ASC with Cost Caps for Static & Video Creative: High-intent audiences respond best to compelling creatives. Break out underperforming creatives, use tCPA bidding, and iterate quickly.
• Run ASC DABA for Product Ads: Dynamic Ads for Broad Audiences (DABA) help you reach shoppers looking for similar products. Optimize your product feed, test different ad copy, and break out top-performing product groups.
• Interest audiences still have a place: They’re not your top revenue driver, but they help bring new users into your funnel. Keep frequencies low, focus on video creatives, and expect a longer conversion window.
• Trust the algorithm: Meta’s AI is smarter than manual controls. Set up your campaigns the right way, feed it good data, and let it do its job

Facebook Ads have changed. If you’re still running campaigns the way you did a few years ago: splitting audiences into dozens of ad sets, manually adjusting bids, or over-segmenting your campaigns, you’re wasting budget and slowing down growth. Meta’s algorithm is more powerful than ever, but it needs data to work properly. And that’s where most advertisers go wrong.

Instead of trying to control every little detail, the real key to success is consolidation. The more data you feed Facebook, the smarter it gets at finding high-intent buyers and optimizing your ad spend. This means fewer campaigns, broader audiences, and creative that works with the algorithm, not against it.

So, what’s the best way to structure your Facebook Ads? Here’s the setup that actually works.

Consolidation is Key

One of the biggest mistakes advertisers make is over-segmentation. Every time you break out an audience or creative into a separate campaign, you’re splitting your conversion data. And that’s a problem.

Facebook’s algorithm needs 50 conversions per ad set per week to optimize effectively. If you’re running too many campaigns with smaller budgets, none of them will gather enough data to properly scale. The result? Higher costs, fewer conversions, and wasted ad spend.

Via Socioh

Why Consolidation Works:

• More data per ad set = better optimization.
• Faster learning = quicker adjustments to improve performance.
• Lower costs = budget isn’t spread too thin across multiple campaigns.

How to Implement It:

• Keep campaigns broad: Instead of running multiple campaigns for different audiences, let Meta do the heavy lifting and find the best buyers for you.
• Use fewer, stronger ad sets: Group similar audiences together instead of breaking them out. This allows the algorithm to optimize across a larger pool of potential buyers.
• Let go of manual control: Meta’s AI is better at predicting who will convert than any human-managed campaign structure. Trust the process.

The more data you feed Facebook, the smarter it gets. Stop overcomplicating your structure and start letting the algorithm work for you.

Static & Video Creative – ASC with Cost Caps

This is your high-intent play. You’re capturing people who are most likely to purchase with engaging static and video ads that stop them mid-scroll.

Why It Works:

• Keeps Meta’s algorithm focused on converting users with the highest intent.
• Allows creative that resonates to scale quickly.
• Helps control costs while optimizing for sales.

How to Optimize:

• Break out creative that isn’t spending: If certain ads aren’t getting enough budget in your current campaign, consider giving them their own ASC (Advantage+ Shopping Campaign) once you have enough conversion volume.
• Use tCPA (Target Cost Per Acquisition) bidding: Instead of only relying on broad targeting, tCPA helps you scale spend up or down based on performance.
• Test new creatives quickly: Rotate through different images, videos, and copy to find what works best for your audience. The faster you iterate, the faster you’ll scale.

Product Ads – ASC DABA with Cost Caps

Dynamic ads aren’t just for retargeting anymore. Facebook’s Advantage+ Shopping Campaigns (ASC) with Dynamic Ads for Broad Audiences (DABA) lets you show your products to people who are actively looking for similar items—even if they’ve never interacted with your brand before.

Via Hunch

Why It Works:

• Expands your reach by targeting high-intent shoppers based on their browsing behavior.
• Showcases your entire product catalog, increasing the chance of catching someone’s interest.
• Creates demand for future purchases by inspiring users with product options.

How to Optimize:

• Improve your product feed: Your ad is only as good as your product listings. High-quality images, strong titles, and clear descriptions make a huge difference.
• Break out certain product groups: If one category is performing well, consider separating it into its own campaign to maximize conversions.
• Test different ad copy: Play around with messaging to see what resonates best. Some people need a direct CTA, while others respond better to softer, lifestyle-driven copy.

Interest Audiences – The Growth Play

People love to say interest-based audiences are dead. As a primary revenue driver? Yeah, they’re not the best. But as a growth play? There’s still a place for them.

Meta’s Advantage+ algorithm is designed to target people with the highest purchase intent. That means your “new customers” probably aren’t new to the market—they’re just new to you. They’ve likely been shopping for similar products and have high conversion potential.

Via MegaDigital

Interests, on the other hand, work differently. They pull in people with lower intent who may not be actively shopping but could still be persuaded. These audiences aren’t meant to drive immediate revenue, but they’re great for pulling net new consumers into your funnel.

Why It Works:

• Introduces new people to your brand who might not be on Meta’s radar yet.
• Works well when paired with video ads that tell a compelling story.
• Keeps frequency lower, preventing ad fatigue while still expanding your reach.

How to Optimize:

• Use video whenever possible: Interest-based audiences are higher in the funnel, so engaging, story-driven content works best. Optimize for purchases, but expect a longer conversion window.
• Keep an eye on frequency: Since Meta will aggressively serve ads to high-intent users, frequency can climb fast. If it gets too high, refresh creatives or adjust spend.
• Don’t expect immediate revenue: This is a long-term growth play, not a quick ROAS boost. Measure success by looking at how many new users enter your funnel—not just direct conversions.

The key to winning with Facebook Ads? Less manual control, more strategic oversight. Let Meta’s algorithm do what it does best, find high-intent buyers and focus on feeding it the right data.

Set up your campaigns correctly, and Meta will do the heavy lifting for you. Need help structuring your Facebook Ads for success? Let’s talk.