Structure is a data problem
Meta's algorithm needs volume in one place to learn. Fragmenting spend across fourteen ad sets guarantees none of them exit the learning phase.
The three-campaign spine
Prospecting, retargeting, retention. That is it to begin with.
- Prospecting: broad plus one or two lookalikes, consolidated budget, five to seven creatives.
- Retargeting: site visitors, video viewers, engagers — separated only when volume justifies it.
- Retention: existing customers, for cross-sell and win-back.
Creative is the new targeting
With broad targeting doing the heavy lifting, the creative is what defines the audience. We ship hooks in batches and cut on cost per result, not on opinion.
Tracking or it did not happen
Pixel plus Conversions API, deduplicated, with events that match real revenue. Without it, you are optimising toward noise.