The Best Facebook Ads Structure to Run in 2025: A Step-by-Step Guide

Introduction

Running successful Facebook ad campaigns in 2025 is all about efficiency, optimization, and focus. If you’ve been struggling with high cost-per-purchase (CPP) or overwhelmed by multiple campaigns competing against each other, this guide is for you. We recently took over a Facebook ad account, reduced the CPP from $45 to $26, and established a streamlined campaign structure that works like a charm.

In this blog, we’ll break down how to implement a one-campaign-per-business-objective structure and scale your campaigns effectively. Plus, you’ll find actionable tips, real-world examples, and answers to common Facebook Ads questions.

1. Why Simplifying Your Campaign Structure Matters

When we first audited the client’s ad account, we saw multiple campaigns targeting the same product and audience. While having multiple campaigns isn’t inherently bad, overlapping objectives can lead to:

• Auction overlap: Your campaigns compete against each other, driving up costs.
• Reduced efficiency: Facebook’s algorithm struggles to optimize spend effectively.
• Scaling challenges: Managing too many campaigns becomes overwhelming.

Pro Tip: Consolidate your campaigns. Focus on one campaign per business objective to eliminate inefficiencies and let Facebook’s AI do its job.

2. The Ideal Facebook Ads Campaign Setup

To simplify and optimize the account, we implemented a streamlined campaign structure:

Step 1: Create a CBO Campaign

Use Campaign Budget Optimization (CBO) to set the budget at the campaign level rather than the ad set level. This allows Facebook to allocate spend dynamically to the best-performing ads.

• Start Budget: Set an initial daily budget of $100 (adjust as needed during scaling).
• Campaign Objective: Optimize for purchases.
• Name Your Campaign: Use a consistent naming convention (e.g., “TS Prospecting”).

Step 2: Build a Single Ad Set

In the ad set, keep targeting simple:

• No interests, no lookalikes, no custom audiences.
• Set only the location, age, and gender for targeting.
• Use automatic placements (Advantage+ placements).

Pro Tip: Keep it broad. Facebook’s algorithm performs better with fewer restrictions and more data to work with.

Step 3: Add Your Top 5 Ads

Pull your best-performing ads from previous campaigns by sorting them by spend. Use their post IDs to run these ads in your new campaign.

• Choose ads with proven performance metrics.
• Start with five ads per ad set for variety without overwhelming the algorithm.

3. Step-by-Step: Optimizing and Scaling Your Campaign

Step 1: Launch and Monitor

When you launch your new CBO campaign, don’t expect immediate results. Other active campaigns will still have more data and take priority in Facebook’s algorithm.

• Gradually scale down older campaigns to force Facebook to prioritize your new campaign.
• Monitor key metrics like CPP, CPM, and ROAS (return on ad spend).

Step 2: Scale Intentionally

As you scale, follow these guidelines:

• Increase the budget by 20–30% every few days to avoid disrupting the learning phase.
• Test new creatives and ad sets within the same campaign to find fresh winners.

Step 3: Test and Iterate

Use your CBO campaign to continuously test and refine your ads:

• Introduce new creatives weekly.
• Identify winning ads and phase out underperforming ones.
• Keep an eye on your target CPP. For example, our target was $30, and we brought the CPP down to $26.

Pro Tip: If you’re targeting multiple locations or audiences (e.g., men for gifting ads), create separate campaigns for each objective to avoid overlap.

4. Key Takeaways for Running Ads in 2025

• Simplify your structure: One campaign per business objective keeps things focused and efficient.
• Leverage CBO: Let Facebook’s algorithm distribute your budget dynamically.
• Focus on fewer products: Use other products as upsells via email or SMS, rather than spreading your ad focus too thin.
• Test continuously: Regularly introduce new creatives to keep your campaigns fresh and engaging.
• Trust the process: Scaling takes time, but consistency and data-driven decisions lead to results.

5. FAQs: Your Facebook Ads Questions Answered

Q1: How many campaigns should I run at once?
A: Ideally, one campaign per business objective. For example, if you’re targeting different locations or products, create separate campaigns for each.

Q2: Should I use interest or lookalike targeting?
A: Not always. Broad targeting often outperforms interest or lookalike targeting because it gives Facebook more freedom to optimize based on real-time data.

Q3: What’s the best way to lower my cost per purchase (CPP)?
A: Consolidate campaigns, focus on your best-performing ads, and scale down inefficient campaigns to reduce auction overlap. Test new creatives to refresh your audience.

Q4: How often should I test new creatives?
A: Weekly. Introduce new ad sets and creatives to find fresh winners without disrupting your campaign’s momentum.

Q5: Should I run ads for multiple products in one campaign?
A: No. Focus on one product per campaign for clarity and optimization. Use other products as upsells via email or SMS.

Q6: What budget should I start with?
A: Start with $100/day for your CBO campaign. Scale gradually as you identify winning ads and achieve your target CPP.

Q7: What placements should I use?
A: Use automatic placements (Advantage+ placements) to let Facebook optimize where your ads show. This approach typically delivers the best results.

Q8: How do I avoid auction overlap?
A: Limit campaigns targeting the same product or audience. Focus on one campaign per objective and consolidate ad sets.

Q9: What’s more important: CPM or CPP?
A: CPP. Even with a higher CPM, a low CPP indicates that your campaign is reaching the right audience and driving conversions efficiently.

Q10: How do I know when to scale my campaign?
A: When your CPP is below your target and your ROAS is consistently profitable, gradually increase the budget by 20–30% every few days.

Conclusion

By consolidating campaigns and focusing on one business objective at a time, you can drastically improve the efficiency and scalability of your Facebook ads in 2025. Whether you’re reducing your CPP or testing new creatives, the key is to stay data-driven and adaptable.