SOP 069: How to structure your Meta Ads Account
\nDesign a complete blueprint of how your Facebook Ad Account will look like that will allow you to scale and optimize your Facebook Ads campaigns moving forward.
\nLast Updated / Reviewed: 04/10/2025
\nExecution Time: 30 minutes
\nđ Goal: To design a complete blueprint of how your Meta Ad Account will look like.
\nđ¤ Ideal Outcome: You have a blueprint ready to implement on Meta Ads Manager.
\nđ¤ Why this is important: To effectively scale and optimize your Meta Ads campaigns, it's essential to have a clear and organized account structure. A disorganized account makes reporting and optimisation difficult, creates confusion for team members, and ultimately impacts campaign performance.
\nđ§ Where this is done A piece of paper is fine. But we have provided you with both a visual template (if you want to impress your clients or teammates) or a spreadsheet so you can update it in the future.
\nđď¸ When this is done: Every time youâre starting a new Meta Ads campaign. Or periodically (every 3 months) to make sure youâre following the structure.
\nđ¨ Who does this: The person responsible for CRO or Paid Advertising.
\n__â ď¸Prerequisites or requirements: __You need to have a Meta Ads account. If you donât have one yet, you can follow SOP 010 (web version).
\nClick here to get the most up-to-date version of this SOP
\nAre you an agency/freelancer working on Meta Ad campaigns for your clients?
\nIf yes
\nIf not
\nDoes the business youâre creating campaigns for own multiple distinct brands (e.g. a Jewelry Brand on www.parisian-handmade-jewelry.com and a Car Accessories Brand on www.joes-auto-garage.com)?
\nIf yes
\nRemember: There is a 5 Ad Account limit per Business Manager, depending on ad spend you might be able to request additional accounts if needed. If youâre just starting, the number of Ad Accounts available to you might be limited.
\nIf not
\nNote: If you donât know which Meta Ad campaign objective to pick, SOP 070: How to select your Meta Ads Campaign Objective (web version)
\nOptional: If you have more than 10 Ad Sets with significantly different audiences, create a new campaign for them:
\nNote: This step is optional but recommended, doing it allows you to more easily analyze these different groups, and gives you easier control over those Ad Sets as a whole allowing you to define budget caps for them all at once, pause or resume all of them at the campaign level, or enable âCampaign Budget Optimizationâ for those Ad Sets only.
\nException: Age & Gender, Country & Region, Platform, Placement, and Device can be analyzed using Meta Ad Managerâs default breakdown filter. There is no need to separate Ad Sets based on these properties for reporting purposes.
\nKeep in mind: If you selected a âConversionâ objective, you should make sure you have enough budget allocated to each Ad Set in order to achieve the 50 conversions / week required for your Ads to complete the âLearning Phaseâ. (assuming the â7 day click / 1 day viewâ, conversion window)
\nTest one hypothesis at a time with each ad; this way, you will know what it is that makes that Ad perform better than the other. E.g, If you sell Parisian handbags and youâre wondering what makes people buyâif itâs the price or the fact that they are handmade. You could try:
\nEverything else (Image, Description, News Feed Description, etc) would stay the same This way, if Headline #A performs better, you can try starting from the fact that they are price sensitive and test something else on your next Ad (e.g: your image) while keeping all the other elements constant.
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