Meta Ads Campaign Blueprint
The complete always-on + timed campaign structures for Product and Service businesses. Never touch your core campaigns during sales — you ADD layers.
Product / E-commerce
Always-on base system + festival layer
Budget Allocation Overview
ASC | Purchase | Core Scale
50–70%Advantage+ Shopping Campaign — Sales
This is your primary scale engine. It builds platform-level learning and trains Meta on who buys. Everything else stacks on this.
Audience
- Broad only
- No audience breakdowns
- No interests
- 1 campaign
Creatives
Key Rules
- Never kill this campaign — it learns the market
- Stable daily budget, no frequent edits
- Do not dump festival creatives here
- Do not pause during sales
Manual | Purchase | Signal Control
20–30%Manual Campaign — Sales
Your control and testing engine. Creative testing, audience diagnostics, and insurance if ASC hits a wall.
Audience
- Broad (no targeting)
- 1–2 high-intent stacked interests (optional, early brands only)
- Retargeting (30–180 days blended)
Creatives
Key Rules
- Keep ad sets tight (max 3–4)
- If brand is mature, remove interests entirely
- Use for attribution sanity checks
- Scaling fallback if ASC plateaus
Manual | Purchase | Retention
5–10%Manual Campaign — Sales
Dedicated repeat purchase engine. ASC balances between new and existing — this campaign doubles down on your best customers.
Audience
- 30–365 day customers
- Exclude last 7–14 days buyers
Creatives
Key Rules
- ASC is bad at retention — do not rely on it
- Only activate at 100–200+ orders/month
- OK if this never exits learning phase
ASC | Purchase | Festival/Timed
IncrementalAdvantage+ Shopping (Separate) — Sales
Separate ASC because you do not want to retrain your core campaign with offer-seeking behavior. This protects your always-on performance.
Audience
- Broad — separate from core ASC
Creatives
Key Rules
- Launch 7–10 days before sale
- Budget is incremental — never pull from core ASC
- Kill immediately post-sale
- Offer buyers behave differently — keep them separate
- Post-sale performance drops are contained
Service / Lead-Gen
Always-on base system + timed push layer
Budget Allocation Overview
Adv+ | Primary Demand | Leads/Sales
40–60%Advantage+ Campaign — Leads (or Sales if booking is frictionless)
Your base system. Everything else stacks on this. It trains Meta on who 'listens' and builds the audience pool for all other campaigns.
Audience
- Broad only
- No interests
- No exclusions except existing converters (optional)
Creatives
Key Rules
- Never turn this off
- Stable budget — weekly reviews only
- Builds platform-level learning
- Feeds retargeting quality traffic
Manual | High-Intent Lead Capture
20–30%Manual Campaign — Leads / Sales
Signal shaping campaign. Gives you control over messaging, offers, and lead quality that automation cannot provide.
Audience
- Broad (again)
- Warm engagers (video, profile, site)
- Consideration actions (content viewers, tool users)
- Retargeting stack (30–180 days)
Creatives
Key Rules
- Max 3–4 ad sets
- No interest obsession — focus on behavioral signal density
- Fallback when Adv+ goes blind
- Your money is better spent getting a user back than finding a new one
Manual | Qualification | Lead Quality
5–10%Manual Campaign — Leads
A filtering campaign. It intentionally disqualifies bad-fit leads before they waste your sales team's time.
Audience
- Retargeted users only
- No cold traffic
Creatives
Key Rules
- Most service businesses skip this — they suffer later
- Reduces junk leads by design
- Only for categories with high lead volume
- Small businesses with 2–3 locations can skip this
Manual | Conversion Close | Bookings
5–10%Manual Campaign — Leads or Sales
Decision closer. These people are almost ready — they just need their last objection addressed.
Audience
- High-intent retargeting only
- 7–30 day window preferred
Creatives
Key Rules
- This is not scale — this is harvesting
- Only target warmest leads
- For calls, demos, consultations
Adv+ | Timed Push | Leads
IncrementalAdvantage+ Campaign — Leads
Time-bound demand capture. Separate from always-on so the urgency messaging does not contaminate your core positioning.
Audience
- Broad — separate from core campaigns
Creatives
Key Rules
- Launch 5–10 days before deadline
- Incremental budget only — never from core campaigns
- Kill immediately after deadline
- For cohorts, limited slots, price hikes, webinars, seasonal spikes
Core Principles
Consolidation Era
We are in the era of consolidation. Run 1–2 campaigns maximum. Brands spending crores per month run 1–2 campaigns.
Never Touch Core During Sales
This is where most brands destroy their account. You ADD layers. You never modify, pause, or redirect your always-on campaigns.
Creatives Define Targeting
Under Andromeda, Meta matches ads to audiences based on creative content. Make creatives for your audience — the algorithm finds them.
CRM Before Ads (Service)
If you do not have a proper CRM with nurturing flows, do not spend money on ads. Do not run on Google Sheets anymore.
Campaign Overlap is Outdated
Do not worry about campaigns competing with each other. This is 3 years back thinking. Meta is smart enough.
One ASC = One Property
Each ASC is a property that can define your success. Start with 2 catalogs under one ASC, then separate if the second also drives conversions.