Don’t Run Facebook Ads Until You Set This Up: The Super-Simple 2025 Meta Ads Structure Guide

Are you still juggling five, six, or even more meta ad campaigns in your Facebook Ad account, just trying to keep things organized? Stop. Right now, you’re burning time, wasting budget, and making Meta’s algorithm work against you—not with you. In 2025, ad account complexity is out and stylish, lean setups that give Meta clarity are in.

So what should you do? All you actually need are two campaigns. Just two. Let me show you exactly how you can simplify your structure, optimize spend, and give Meta everything it needs to do its job the right way.

“You only need two. That’s right, just two CBO campaigns to simplify your structure, optimize spend, and give Meta what it needs to do its job.”

— Vincent, Founder of Chipper

If you’re new here, I’m Vincent, founder of Chipper. I help eCommerce brands scale profitably and predictably using what we call our Identity Hooking System. With this structure, you’ll never have to guess which ad or creative works again.

So let’s dive in—and transform the way you run Facebook and Instagram ads for 2025, step-by-step.

Table of Contents

• Why the 2-Campaign Structure Works in 2025

• How We Structure Each Campaign

  • 1. Creative Testing Campaign

  • 2. Retargeting Campaign

• Creative Testing: Setup and Strategy

  • Setting Up Your Creative Testing CBO

  • Example Walkthrough: Audit to Winning Creative

  • Analyzing Results and Scaling Creatives

• Building Retargeting Like A Pro

  • Audience Segmentation for Retargeting

  • Campaign and Ad Set Structure

  • Ad Creative for Retargeting

• Advanced Tips: Catalogs, Expansion, and Market Segmentation

• Common Mistakes and How to Avoid Them

• FAQs

• Ready to Scale Your Brand?

Why the 2-Campaign Structure Works in 2025

Let’s clear the air: This is the cleanest campaign structure you can use right now, especially if your monthly spend is between $5,000 and $500,000. It’s efficient, scalable, and gives you total control over what’s working—and what isn’t.

The Problem

Meta’s algorithm in 2025 is insanely smart. Overengineering your ad account slows down learning, splits your data, and adds confusion. If you’re breaking your ad account down into:

• TOFU (Top of Funnel)

• MOFU (Middle of Funnel)

• BOFU (Bottom of Funnel)

• Ten different product-specific campaigns

...you’re actually making things harder, not easier.

The best-performing brands have stripped the fat. Their entire ad account runs on just two campaigns:

• Creative Testing Campaign

• Retargeting (Conversion) Campaign

That’s it.

The Benefits

Why does this work so well?

1. Separates Exploration from Conversion: No more mixed signals or wasted spend. Each campaign has a clear role.

2. Lets Best Creatives Shine: Winners aren't buried in noise. You see fast, clear results.

3. Simplifies Reporting: Instantly see where performance is coming from and what creative works.

4. Feeds Meta’s Algorithm Clarity: Give Meta the signals it loves—clarity brings efficiency and cheaper results.

5. Protects Your Budget: No need to create new campaigns every two weeks. Simply feed fresh creatives to your foundations.

6. Avoids Unnecessary Complexity: Six products? You don’t need six campaigns. House everything under bundle offers, email, or SMS flows.

How We Structure Each Campaign

Let’s break down the only two campaign types you’ll need—the exact way Chipper runs accounts for six and seven figure brands.

1. Creative Testing Campaign

This campaign’s only goal is to test. The majority of your budget should flow here. This is where new ideas, hooks, formats, and creative variations live.

2. Retargeting Campaign

This campaign monetizes visitors, add-to-carts, and high-intent people who’ve interacted with your business. You’re simply recapturing ROI from traffic you’ve already paid to generate.

Creative Testing: Setup and Strategy

If you do nothing else, make your creative testing campaign bulletproof. Why? On Meta, about 90% of results come down to creative.

Setting Up Your Creative Testing CBO

Your campaign should look like this:

• Objective: Sales

• Campaign Type: CBO (Campaign Budget Optimization)

• Ad Sets: Each ad set contains a new creative batch (iteration, variation, or a whole new concept)

For each new batch of creatives:

• 3 to 5 new creative variations per ad set

• Test different:

  • Concepts

  • Hooks

  • Formats

  • Visuals

  • Headlines

Example Walkthrough: Audit to Winning Creative

Step 1: Main Ad Set for Proven Winners

• If you take over a new account (or for your own), start with what’s already performed well.

• Grab winning creatives from history to anchor your initial main ad set.

Step 2: Fresh Variations and Concepts

• Add new creative iterations and concepts into additional ad sets.

• Each batch tests a specific idea—e.g. pain-driven vs benefits; static images vs UGC (user-generated content); new hooks or angles.

Step 3: Monitor Spend & Results

• Check how much each creative is spending and the results (purchases, cost per purchase, ROAS).

• If a batch or ad isn’t getting spend—or isn’t profitable—turn it off fast.

“Creatives are about 90% of what drives sales or clicks on Meta. So you have to focus on making this as perfect as possible.”

Analyzing Results and Scaling Creatives

Don’t overcomplicate: let spend and conversions dictate your winners.

• If an ad gets spend but doesn’t convert: Pause it.

• If an ad spends and converts well: Move it into your consistent rotation and scale it.

• If nothing spends: Re-evaluate your creative or check for budget caps like bid limits.

Warning: Danger of Bid Caps

Bid caps throttle performance and often prevent creatives from getting enough reach for a fair test.

• Avoid unless you’re experienced with advanced bidding strategies.

Building Retargeting Like A Pro

Retargeting isn’t about spamming everyone who’s seen your brand—it’s about turning high-intent traffic into customers. Before building this campaign, get your audience segmentation on point!

Audience Segmentation for Retargeting

Segment the following audience groups:

• Website visitors (last 30 or 90 days)

• Engaged users (people who interacted with your social content)

• Add-to-cart or Initiate Checkout users

Exclude: Purchasers (within a reasonable window—e.g. last 180 days)

Why Segment?

This keeps your audience relevant, and ensures you’re not hammering recent buyers. You can, if needed, get granular and segment by last 7, 30, or 90 days—but most brands just need a single retargeting ad set.

Campaign and Ad Set Structure

1. Objective: Sales

2. Type: CBO (Campaign Budget Optimization)

3. Ad Set Targeting: All your retargeting audiences together

4. Exclusions: Past buyers (last X days depending on product cycle)

Budget: Start with a smaller daily budget (e.g. $10–$20), since MOST of your retargeting pool is smaller than your prospecting pools.

Why manual sales campaign > Advantage Shopping Campaign?

• Greater control over your targeting and visuals

• Keeps placement and creative consistent with your brand standards

Quick Setup Process:

1. Click “Create Campaign”

2. Choose “Sales” as the objective

3. Set as manual sales campaign (skip Advantage+ Shopping!)

4. Enter campaign budget (start low; scale as results dictate)

5. Select your retargeting audiences

6. Exclude all purchasers from the last 180 days (or adjust for subscriptions, etc.)

7. Assign your winning creative (social proof, reviews, urgency)

8. Set placements (toggle off text generation, use original audience, and custom UTM parameters for tracking)

Ad Creative for Retargeting

Use your proven best-performing creative, but add:

• Urgency (“Limited stock!” or “Offer ends soon”)

• Social proof (reviews, testimonial screenshots, UGC)

• Reminder hooks (e.g. “You left something in your cart”)

This isn’t about reinventing the wheel—just repurposing what’s worked and giving people a final reason to come back.

Advanced Tips: Catalogs, Expansion, and Market Segmentation

What about catalog (dynamic product) ads?

• Only introduce a third campaign for DPA if your catalog performs well.

• Still keep the structure lean—creative testing, retargeting, and (optionally) catalog DPA.

Launching in new countries?

• Always start your tests in your #1 market (for most: the US).

• Get winning creatives and campaigns, THEN duplicate for additional markets with localized targeting or creative.

How we segment by region:

• US & Canada together

• Europe (as a block)

• Australia & New Zealand

• As soon as a single country outperforms, break it out to its own campaign and remove from main CBO

Common Mistakes and How to Avoid Them

1. Overcomplicating Your Account

   • More campaigns = more noise, confusion, and wasted spend. Stay lean!

2. Creative Testing Overload

   • Testing too many variables at once makes it impossible to know what worked.

   • Test in batches, group by clear hypothesis (headline, hook, format).

3. Not Excluding Purchasers in Retargeting

   • Don’t waste budget on recent buyers, unless your product is highly consumable/subscription-based.

4. Using Advantage+ Shopping, or Bid Caps—Without Expertise

   • You lose creative and targeting control. Save these for advanced scaling stages.

“In 2025, clarity equals efficiency. Build two solid foundations—feed them fresh creatives. Don’t spin up new campaigns for every product!”

FAQs

Q: Do I really only need two campaigns—even if I sell multiple products?
Yes! Most clients do best with high-AOV bundles as their main offer. If you must, you can segment by product within creatives, or drive other sales through email/SMS.

Q: How many creatives should I test at once?
3–5 per ad set, grouped by theme (e.g. similar image, changing copy), so you can truly learn what angle made the difference.

Q: My retargeting pool is small. Is it scalable?
Retargeting typically maxes out at 5–20% of your spend. It’s efficient, but not where scaling happens. Scale winners from creative testing into prospecting.

Q: What if my catalog DPA works well?
Go ahead and add a third campaign dedicated to dynamic product ads. But only after you’re seeing CPAs you like from the main structure.

Q: Should I localize copy and creative for secondary markets?
Yes, but only after you have proven creatives from your main market. Then, duplicate, localize, and go.

Ready to Scale Your Brand?

This is the exact campaign structure that works for elite eCom brands in 2025.

• Focus on creative testing CBO and retargeting CBO

• Obsess over creative iterations and results

• Keep reporting and scaling simple

If you found this guide helpful, drop a comment below, subscribe for more breakdowns, and let us know what part of your setup needs fixing—or if you want a deep dive on ad budgets, creative research, or segmenting campaigns.

And of course—if you want to work directly with us at Chipper to scale your brand to six or seven figures a month with a plug-and-play foundation, hit the link in the description. We’ll take care of the heavy lifting, so you can focus on what you do best.

Thanks for reading!

“The only two campaigns you need to scale: Creative Testing Campaign and Retargeting Campaign, both CBO. That’s the exact structure working for all our clients—and what I’d recommend for any brand wanting to scale smart in 2025.”